What Happens When B2B Companies Fix Their Top Two GTM Leaks
Fixing the two largest revenue leaks first, usually speed to lead and qualification alignment, is the fastest way to move pipeline, according to Artemis GTM (directional, from our hands-on audits and industry benchmarks, not a controlled study). Most B2B SaaS companies carry several active leaks at once, so the order of the fixes matters as much as the fixes.
Why It Matters
Most B2B companies add pipeline by spending more on demand generation. A faster, cheaper path is usually to fix what's already broken: a slow first response or a handoff nobody owns leaks demand you've already paid for. Fixing the top two leaks takes weeks of implementation on tools the team mostly owns, and it works on demand that's already in the funnel.
The Data
| Metric | Value |
|---|---|
| Leaks to fix first | Speed to lead, then qualification |
| Active leaks per company | Usually several at once |
| How to sequence the fixes | One at a time, each measured for 30 days |
What Top Performers Do Differently
The fastest path to pipeline recovery follows a consistent pattern: (1) Run a GTM audit to identify and quantify all active leaks, (2) Fix the #1 leak first, almost always speed-to-lead or lead routing, (3) Measure for 30 days, (4) Fix the #2 leak. Companies that try to fix all leaks simultaneously see slower results because implementation quality suffers.
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Browse AgentsMethodology
Directional, from our hands-on audits and industry benchmarks, not a controlled study. Pipeline velocity is calculated as (deals x value x win rate) / cycle length. A "fix" means a documented solution that has run for at least 30 days.
Full methodology: artemisgtm.ai/resources/research/methodology/
References
- 2026 GTM Benchmark Study (directional: our GTM audits + industry benchmarks), Artemis GTM (2026)
- Research Methodology, Artemis GTM (2026)
About This Research
Tom Regan is the founder of Artemis GTM and former founding SDR leader at Apollo.io. This finding comes from the 2026 GTM Benchmark Study, drawn from hands-on GTM audits of seed to Series C B2B startups and industry benchmarks. Directional, not a controlled study.
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What Happens When B2B Companies Fix Their Top Two GTM Leaks Key Finding Fixing the two largest leaks first, usually speed to lead and qualification alignment, moves pipeline fastest (directional, from our hands-on audits and industry benchmarks, not a controlled study). Fix one leak, measure it for 30 days, then fix the next. Teams that fix every leak at once tend to move slower. Why It Matters Most B2B companies add pipeline by spending more on demand generation. A faster, cheaper path is usually to fix what's already broken: a slow first response or a handoff nobody owns leaks demand you've already paid for. Fixing the top two leaks takes weeks of implementation on tools the team mostly owns, and it works on demand that's already in the funnel. The Data - Leaks to fix first: Speed to lead, then qualification (the usual order in our audits (directional)) - Active leaks per company: Usually several at once (directional) - How to sequence the fixes: One at a time, each measured for 30 days What Top Performers Do Differently The fastest path to pipeline recovery follows a consistent pattern: (1) Run a GTM audit to identify and quantify all active leaks, (2) Fix the #1 leak first, almost always speed-to-lead or lead routing, (3) Measure for 30 days, (4) Fix the #2 leak. Companies that try to fix all leaks simultaneously see slower results because implementation quality suffers. Methodology Directional, from our hands-on audits and industry benchmarks, not a controlled study. Pipeline velocity is calculated as (deals x value x win rate) / cycle length. A "fix" means a documented solution that has run for at least 30 days. About This Research Tom Regan is the founder of Artemis GTM and former founding SDR leader at Apollo.io. This finding comes from the 2026 GTM Benchmark Study. Full methodology: artemisgtm.ai/resources/research/methodology/ --- Source: "What Happens When B2B Companies Fix Their Top Two GTM Leaks" by Tom Regan, Artemis GTM. https://artemisgtm.ai/resources/research/gtm-fix-pipeline-lift/ Licensed under CC BY-ND 4.0.
Attribution required: link to https://artemisgtm.ai/resources/research/gtm-fix-pipeline-lift/ + author credit