The funnel map

What breaks in a SaaS revenue engine

The map we run on every engagement, filled in with the common version

Every engagement we run starts with the same map: what enters your funnel, what happens to it at each stage, and where it quietly dies. The version below is filled in with what we most commonly find at founder-led B2B SaaS companies between $3M and $30M ARR.

Read it as a mirror. If more than a few boxes feel familiar, there are three ways to get your own version: keep reading and self-diagnose, take the 5-minute self-check when it launches, or book a call and we fill it in together with your actual funnel.

Before

What you already know is broken

Founders usually walk in with this list. None of it is news, it just never makes it to the top of the priority stack:

Leads enter, go quiet, and nobody notices until the trial expires or they churn
Follow-ups depend on someone remembering. A forgotten task means a cold lead, forever
The CRM gets updated by hand, so it always runs somewhere behind reality
Reps spend real selling hours on data entry and tab-switching between seven tools
Reporting is a guess. The dashboard, accounting, and the CRM each show a different number

Sounds familiar? Map my current funnel →

Step 1 · Map

What a Map typically finds

The list above is what you can see from the driver's seat. Two weeks inside the systems, this is what usually surfaces on top of it:

Silent capture leaks. Visitors who bounce mid-signup, forms filled but never booked, trials started but never activated. Real demand, paid for, and no record of it anywhere
No source of truth on sources. Revenue is clearly coming in, but nobody can say which channel earns it and which just creates work
Forgotten automations still firing from tools and strategies of two versions ago
Junk and duplicates quietly corrupting every report built on top of them
High-value leads waiting in the same queue as everyone else. No scoring, no flag, no priority. The $100K prospect gets the same treatment as the $2K one
And the finding that shapes everything after it: a small share of leads drives most of the revenue, and nothing in the system knows which ones they are

The Map turns this into a visual journey of every motion, a data-flow audit of what's captured and what's silently lost, a keep / fix / rebuild verdict, and a 90-day plan scored by impact.

How the Map works as a service →

Step 2 · Groundwork

What typically gets cleared first

Automation on a cluttered CRM just automates the clutter, so the rails come first:

One clean pipeline with stages that update themselves instead of waiting for a human
The backend and payments wired into the CRM: signups, usage, and billing land on the record automatically
Junk removed, duplicates merged, legacy fields archived, with backups before anything moves
Data that can't drift: real-time webhooks plus a scheduled reconciliation sync on top
Tracking on every entry point, so from here on every deal has a source

What Groundwork clears →

Step 3 · Installs

What typically gets installed

The Map decides the order. These are the builds that come up most:

Lead scoring on arrival. High scorers land on a list that gets worked until they start or say stop. Low scorers route to self-serve, so no human hours go where the economics say they shouldn't
A signal engine. Bounced signups get called, silent trials get nurtured, stalled deals get followed up, and cancellations get caught while there's still time on the clock
Call intelligence. Every call recorded, summarized, and written to the deal, with the team notified in Slack
A campaign engine. Sequences that start and stop on their own as deals move through stages
Support AI on the ticket queue, so volume stops scaling headcount
A reporting spine. One pipeline, one agreed number, live

How Installs work as a service →

Step 4 · Growth

What keeps it compounding

An engine nobody owns decays. The ones that keep paying share three habits:

Builds get tuned against real numbers after they ship, not set and forgotten
New products, new team members, and new channels get folded into the system instead of growing beside it
Entropy gets fought before it spreads, and every build makes the next one cheaper

How Growth works as a service →

After

What it adds up to

Every lead gets caught, scored, routed, and converted. The team works inside one system that keeps itself up to date. Leadership steers by numbers everyone trusts. And the leads you already paid for stop dying quietly.

That's the common version. The real one is specific to your funnel, and it's exactly what the Map produces: here's what it looked like filled in at Posted.