ZIAVE

Resource · Checklist

The Revenue Leak Checklist

Eight checks, one per leak in our Leak Index, each runnable against data you already have. Count every check you fail. The whole checklist is on this page; there is nothing to unlock.

~15 minutes with your own data · derived from the Leak Index · no email required

How to use it

Each check names the data to pull and what a failing answer looks like. Be honest: answer for how things work today, not how they're supposed to work. A check you can't run at all, because the data doesn't exist, counts as failed. That's not pedantry; missing instrumentation is itself the leak.

  1. 01

    Traffic

    The habit budget

    The check: Ask for each channel's cost per closed customer, not per lead. If the answer takes more than a day to produce, the budget is running on habit.

    Fail looks like · Next month's channel split looks like last month's, every month.

  2. 02

    Acquisition

    The artwork ad

    The check: Pull the age of your currently running creatives and their CPA trend over that lifetime. If age is unknown or the trend line doesn't exist, the leak is active.

    Fail looks like · Creative ships when it's ready, not when the last one stops paying.

  3. 03

    Landing

    The answer to a different question

    The check: Take your top three ads, click each, and read the first screen of the page as if you were the person who clicked. Score claim, language and proof for match. Don't assume you're the exception until you've scored it; both funnel teardowns we've published found this leak.

    Fail looks like · Ads promise one thing; the page opens with something else.

  4. 04

    Conversion

    Conversion as weather

    The check: Ask who owns the conversion rate and what experiment is running right now. Two blank answers equal one active leak.

    Fail looks like · The conversion rate is reported, never targeted.

  5. 05

    CRM

    The pipeline of opinions

    The check: Sample five open deals and ask two people to place each one in a stage independently. Disagreement on more than one is the tell.

    Fail looks like · Two people describe the same deal's stage differently.

  6. 06

    Automation

    The cooling lead

    The check: Time-stamp the path of your last ten inbound leads from signal to first human touch. The distribution, not the average, shows the leak: the long tail is where deals died.

    Fail looks like · Hot signals (demo request, pricing page, trial spike) reach a human by email digest, or by luck.

  7. 07

    Retention

    Churn as a surprise

    The check: Ask what changes in a customer's behavior in the 60 days before cancellation. If the answer is a shrug, the signals exist but nothing is listening.

    Fail looks like · Churn is discovered in the billing report, after the fact.

  8. 08

    Expansion

    Accidental expansion

    The check: Compare expansion revenue as a share of new revenue against your own last year. Flat share while the base grows means the motion is passive.

    Fail looks like · Upsells happen when a customer asks, not when the data suggests.

Scoring

0–1 failed
Your system is more instrumented than most. Fix the one leak and re-run quarterly.
2–3 failed
Usually one system behind the failures, not three separate problems. Look at which stages your failed checks cluster in before fixing anything.
4+ failed
The leaks are connected: this is an architecture finding, not a to-do list. Fixing them one by one, in random order, is how they got there.

Want the full mechanism behind each check, why it happens and the systemic fix? Every entry expands in the Leak Index. Want your failed checks ranked by what they cost you? Run the 3-minute Growth Score first, then the growth diagnostic turns it into your Growth Leverage Map.

The dispatch

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The first step

See where your system leaks.

One 30-minute growth diagnostic on your actual funnel: the constraints slowing growth and the opportunities with the highest leverage, ranked by what they cost you, whether the fix is positioning, CRM or AI automation. You leave with the one-page Growth Leverage Map and a prioritized fix sequence, whether or not we ever talk again.

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