How do you identify revenue leakage in a service business?
Revenue leakage is identified by tracing value from first attention through enquiry, response, proposal, purchase and retention, then locating the points where opportunities become delayed, unowned or unmeasured.
Start with real journeys rather than an idealised funnel. Include phone calls, messaging, email, forms, referrals and offline hand-offs.
Compare stated processes with evidence from systems and records. A documented procedure is not proof that the procedure happens consistently.
Prioritise leakage by likely value, frequency, confidence and repair effort. Not every gap deserves immediate investment.
Marketing and sales report different numbers
The business cannot connect spend to paid work
Follow-up relies on individual memory
Repeat or referral opportunities are not systematically recorded