Mapping Your Revenue Engine: The First Step to Fixing Your Sales Leaks

Imagine trying to win a race without knowing where the finish line is, or how far you've already run.

That's what it's like for a business running without a clear map of its revenue engine.

It's a common problem for many Australian businesses - you know you're making sales, but you can’t pinpoint exactly where you’re succeeding and where potential deals are falling through the cracks. Without that visibility, it's impossible to manage, let alone scale. 

The first step in any RevOps journey isn't to buy new software or hire more people. It's to get a clear view of your revenue engine. This involves mapping out exactly how a potential customer goes from a lead to a loyal customer. By making this process visible, you're not just identifying problems - you're creating a shared source of truth that aligns your entire leadership team. 

Why You Can’t Afford to Run Blind 

Many businesses operate on assumptions and gut feel. They think their biggest problem is a lack of leads, when in reality, the issue lies in their follow-up process. They assume their sales team is converting leads effectively, but a closer look reveals that leads are sitting in the pipeline for weeks without being contacted. 

This kind of misalignment creates significant revenue leaks. You’re spending money on marketing to attract leads that are then lost due to an inefficient or unmanaged process.

The solution is simple: you can't fix what you can't see. 

How to Get Started: The 4-Step Revenue Map 

Getting a clear view of your revenue engine doesn't have to be a daunting task. Here’s a simple, four-step guide to get you started: 

1. Use the Revenue Accountability Framework (RAF) 

   The RAF is a diagnostic tool that helps you examine five core areas of your business: your business model, sales and marketing processes, technology, team skills, and the metrics you track. It gives you a structured way to look at your entire Go-to-Market (GTM) strategy and identify areas that need attention. It provides a comprehensive picture, not just a snapshot, of how your business operates. 

   
   

2. Map Your Customer Journey 

   This is the heart of the exercise. Get your key stakeholders (Sales, Marketing, and Customer Success leaders) in a room and map out the entire customer journey. Start from the very first time a potential customer hears about you, right through their first purchase, to becoming a loyal, repeat customer.

   
   

   For each step, document: 

   • What happens? 

   • Who is responsible for that action? 

   • How long does each step take? 

     
     

3. Look for Bottlenecks and Friction Points 

   Once your map is complete, review it with a critical eye. Look for areas where deals slow down or disappear entirely.

   
   

   Common bottlenecks include: 

   • Slow follow-up times on new leads. 

   • Unclear handoffs between Marketing, Sales, and Customer Success. 

   • Missing information that stops a deal from progressing. 

   • A lack of communication between departments. 

4. Share the Map with Your Leadership Team 

   Don't let this map sit in a drawer. Share it with your entire leadership team so everyone has the same, clear understanding of how your revenue engine actually works. This shared visibility creates accountability and ensures everyone is working towards the same goal. It's the foundation of true revenue alignment. 

Example in Action: 

A Melbourne-based SaaS company was struggling to hit its sales targets. The Head of Marketing was convinced they needed more leads, while the Head of Sales argued the leads weren't high quality enough. After mapping their entire process, they discovered the real issue: 43% of all qualified leads weren’t being contacted within 48 hours. By simply improving their lead-routing and follow-up process, they saw an immediate 10% boost in sales conversions within a month - without spending another dollar on marketing. 

The lesson is clear: you can’t fix what you can’t see. A comprehensive map of your revenue engine is the single most powerful tool you have to identify inefficiencies, align your teams, and drive sustainable, predictable growth. 

Your revenue engine won’t fix itself. If you’re seeing leaks but not sure where they’re coming from, it’s time for a clear diagnosis.

👉 Complete our free Revenue Accountability Framework Lite and get a one-page assessment of where your revenue system is breaking down. We’ll send it back to you within 24 hours.