Capital Efficiency Playbook:
Gaps in Detection, Coverage & Attribution

Bridging the CRO Performance Gaps for Sustainable Growth

As a Chief Revenue Officer (CRO), do you sometimes feel like you’re leaving revenue on the table? Despite your best efforts, are there gaps in your strategy that could be holding your team back? Many CROs face three common issues that hinder their ability to drive growth: Opportunity Detection, Account Coverage, and Performance Attribution. These gaps are often subtle but can have a huge impact on your ability to generate sustainable revenue.

Closing the ICP Blind Spot and Solving the Opportunity Detection Challenge

One of the biggest challenges CROs face is the ICP (Ideal Customer Profile) Blind Spot. This happens when you’re unable to spot the right buyers at the right time, or you’re missing out on the signals that show which customers are ready to buy. Without a clear picture of who your ideal customers are or when they’re in the buying window, your team may end up chasing leads that don’t convert or wasting time on opportunities that never close.

Not having a firm grasp on your ICP can put you behind competitors who are better at targeting the right buyers. You might struggle to figure out where the best sales are coming from or miss out on repeatable growth opportunities.

Solution: To solve this, CROs need a system that tracks buyer behavior and signals in real time. Tools driven by AI can help you identify which prospects are ready to buy and which ones fit your customer profile. Regularly revising your ICP criteria and using data to stay focused on the right customers will help you stop guessing and start selling to the right buyers.

Maximizing Account Coverage by Overcoming the Network Gap

Another key challenge is the Network Gap. This gap appears when CROs don’t fully use their company’s network to grow their accounts. Valuable connections with current customers, partners, or even investors often go unnoticed or underutilized. The result? You may not be reaching all the decision-makers involved in a buying process or missing opportunities to deepen existing relationships.   The resources already in your network could be helping you expand your market reach, but if they’re not fully engaged, you’re losing out on potential growth.  

Solution: To overcome this, CROs need to take a closer look at their networks and find ways to leverage them. Start by mapping out relationships with key stakeholders and engaging partners, customers, and even investors. A structured approach to engaging your network can help unlock new opportunities and allow you to expand into untapped areas of the market.

Solving the Attribution Void and Understanding What Drives Revenue

The final challenge is the Performance Attribution Void. When CROs don’t have a clear view of what’s driving revenue, it’s tough to know what’s working and where to invest resources. Without the ability to track and measure which strategies are driving sales, you could be wasting time and money on tactics that aren’t delivering results.   Without proper attribution, you lack the visibility needed to fine-tune your approach, leaving you in the dark about what’s really driving your revenue.  

Solution: To address this, CROs need a data-driven attribution model that gives insight into what’s working across different channels and activities. By using real-time data and performance tracking tools, you can see which efforts are bringing in revenue and adjust your strategies accordingly. This kind of insight allows you to allocate resources more effectively and focus on the strategies that drive the most impact.

The Benefits of Addressing These Gaps

When CROs successfully tackle these key issues, the benefits can be game-changing:
  1. Improved sales efficiency by focusing on the right opportunities and reducing wasted efforts.
  2. Stronger market coverage through better use of existing relationships and networks.
  3. Clearer performance insights that help guide strategic decisions and resource allocation.
  4. Higher revenue growth due to optimized targeting and more effective account penetration.  

Ready to Close the Gaps?

If you’ve been wondering why your GTM strategy isn’t performing at its full potential, these three gaps—Opportunity Detection, Account Coverage, and Performance Attribution—might be the reason. By addressing these areas, you can build a more efficient and effective revenue strategy that sets your team up for long-term success.   Want to see how you can bridge these gaps and elevate your GTM strategy?
Interested in more?  Download our e-book to discover actionable strategies and tools that can transform your approach and ensure you stay ahead of the competition..