A CEO called me last week. "We spent $50,000 on events this quarter." "Did it work?" I asked. "I have no idea." This is QS Corp. Five salespeople + multiple SDRs. Multiple events. Zero attribution. They can't tell if their biggest marketing spend actually drives revenue. Sound familiar? Here's what I told them: You need a sales cycle audit. Map every touchpoint. Track every dollar spent against the pipeline created. Your buyer enablement? Measure it. Your sales acceleration tactics? Prove they work. Because right now you're flying blind. That $50K could have bought executive dinners. Private industry events. Targeted campaigns that actually convert. Instead, it went to a trade show that generated one lead. Who never closed. But here's the real problem: Most B2B companies put massive pressure on sales to deliver. Then they refuse to measure what actually helps them sell. In fact, from my experience, salespeople are the ones who most often call me for help. Long sales cycles make this worse. Multiple touchpoints. Complex attribution. Sales gets blamed for missing targets. Marketing gets blamed for bad leads. Nobody looks at the system. The CEO keeps asking: "Why aren't we hitting our numbers?" Wrong question. Ask this instead: "What's actually working in our revenue engine?" Then measure it. Track it. Fix it. Your sales team will thank you. Your board will too. How familiar does this sound to you?