How to Audit Your B2B Funnel (Free Template Included)

You know something is wrong. You're spending money on ads, your sales team is busy, but revenue isn't growing as fast as it should.

You suspect a leak. But where?

Is it the ad targeting? The landing page? The demo script? The pricing? The onboarding?

Without a structured audit, you're just guessing. And guessing is expensive.

In this guide, I'll walk you through the exact B2B Funnel Audit Framework we use to find millions of dollars in lost revenue for our clients.

The 4 Signs Your Funnel Is Leaking

Before we dive into the audit, here are the red flags that scream "revenue leak":

1. High Traffic, Low Leads: You're getting eyeballs, but they aren't raising their hands.
2. High Lead Volume, Low Quality: Sales complains that "marketing leads suck."
3. High Demo Volume, Low Close Rate: People are interested but not buying.
4. High Churn / Low Activation: Customers buy but leave quickly.

If you see any of these, you need an audit. Now.

The Funnel Audit Framework

We analyze the funnel in four stages, looking for specific "breakage points" at each handoff.

Stage 1: Awareness Audit (Impressions → Clicks)

What to check:

• Ad Targeting vs. ICP: Are you targeting "anyone with a pulse" or your Ideal Customer Profile?
• Message Match: Does your ad copy promise something your product actually delivers?
• Channel Performance: Which channels drive qualified traffic, not just cheap clicks?

The Litmus Test: Look at your click-through rate (CTR).

• Too Low (<0.5%): Your creative or targeting is off.
• Too High (>3%): You might be using clickbait or targeting too broadly (getting unqualified clicks).

Stage 2: Consideration Audit (Clicks → Demos/Trials)

What to check:

• Landing Page Relevance: Does the H1 headline match the ad they just clicked?
• Form Friction: Are you asking for 15 fields when you only need an email?
• Social Proof: Do you have relevant logos and testimonials visible above the fold?
• Offer Clarity: Is it clear what happens after they click "Submit"?

The Litmus Test: Look at your conversion rate (CVR).

• Benchmark: Good B2B landing pages convert at 5-10% for demos, higher for content.
• Red Flag: If you're below 2%, your page is broken or your traffic is bad.

Stage 3: Conversion Audit (Demos → Customers)

What to check:

• Speed to Lead: How fast does sales follow up? (Wait time > 5 mins kills conversion).
• Demo Structure: Is the demo a feature dump or a solution to their specific pain?
• Discovery Quality: Did sales uncover the real business problem?
• Pricing Presentation: Is pricing presented confidently and tied to value?

The Litmus Test: Look at your Demo-to-Close rate.

• Benchmark: 20-30% is healthy for SaaS.
• Red Flag: Below 15% usually means sales alignment issues or poor lead quality.

Stage 4: Retention Audit (Customers → Advocates)

What to check:

• Time to First Value: How long until the customer gets the "Aha!" moment?
• Handoff Friction: Did sales dump the client on CS without context?
• Promise Delivery: Is the product doing what marketing/sales said it would?

The Litmus Test: Look at your 90-day Churn Rate.

• Red Flag: High early churn means you sold the wrong people or set the wrong expectations.

How to Run Your Own Audit (Step-by-Step)

Step 1: Gather Your Data

You can't manage what you don't measure. Pull these numbers for the last 90 days:

• Total Ad Spend
• Impressions & Clicks
• Landing Page Visits & Conversions
• Demos Booked & Completed
• Closed Won Deals
• New Customer Churn (First 90 Days)

Step 2: Map the "Promise Chain"

Write down the primary promise made at each stage:

• Ad: "Save 50% on your cloud bill."
• Landing Page: "Automated cloud cost optimization."
• Sales Pitch: "We find unused instances and shut them down."
• Product: Does it actually do that easily?

If the promise changes or weakens at any step, that's a leak.

Step 3: "Secret Shopper" Your Own Funnel

This is painful but necessary.

• Click your own ads.
• Fill out your own forms.
• Listen to recorded sales calls.
• Go through your own onboarding.

You will be shocked at the friction you find. Broken links, confusing emails, aggressive sales tactics—fix them.

Download the Free Audit Template

Don't start from scratch. We've built a comprehensive B2B Funnel Audit Spreadsheet that does the math for you.

It includes:

• Benchmarking Tool: Compare your metrics to industry standards.
• Leak Calculator: Estimate how much revenue you're losing at each stage.
• Checklist: 50+ points to inspect across your funnel.

Download the Free Template Here

Need an Expert Eye?

Self-audits are great, but sometimes you're too close to the problem to see it.

At Convertify, we specialize in Full-Funnel Audits. We don't just find the leaks; we fix them.

Schedule a Free Strategy Call to discuss your funnel.