Quick answer
A B2B SaaS company whose marketing qualified leads had stopped progressing to sales qualified in a measurable three-month window. Conversion Second Op
72 hr
Diagnostic delivered. Root cause identified. Prioritized fix list shipped.
The commercial situation
Seed-stage B2B SaaS. Paid advertising on LinkedIn and Google was producing the same monthly MQL volume as in the prior quarter. Sales pipeline reported a 60% drop in SQL conversion from those MQLs. Nothing obvious had changed.
The diagnostic
The Conversion Second Opinion identified the following structural issues in the account and surrounding commercial system:
MQL-to-CRM handoff had been refactored and stopped passing the campaign source to the sales rep. Reps were opening cold with no context.
A homepage refactor three months earlier had moved the "how it works" section below the fold. Trial signups were completing with 40% fewer visits to that section.
A free-text qualification field had been removed in favor of a simpler dropdown. The dropdown options did not match the actual customer segments. Rep prep notes lost specificity.
The intervention
Attribution passed explicitly in CRM handoff with campaign name, source, medium, and creative ID. Homepage "how it works" restored above fold. Qualification dropdown replaced with three targeted questions.
The outcome
SQL conversion from MQLs recovered to prior-quarter baseline within six weeks. No additional ad spend, no additional headcount. The commercial question "is our top of funnel broken" resolved as "no, our handoff is broken."
All client identifying details NDA-protected.
The engagement format
$999 · 72-hour written diagnostic · No retainer structure
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