The Revenue Leaks Most Companies Never See

In this episode of the B2B Brand180 Podcast, Linda Fanaras interviews Chaz Horn, B2B sales expert and creator of the business case process. Together, they explore why companies may be losing revenue even when they have strong products and leads, where value gets lost throughout the buyer and customer journey, and how a structured business case can help close those gaps.

Chaz shares practical insights on replacing traditional discovery calls with value-driven conversations, aligning marketing and sales, and reinforcing value after the contract is signed. You'll hear actionable strategies for improving close rates, shortening sales cycles, and creating more opportunities for referrals, upsells, and cross-sells.

01:55 Why Revenue Leaks Aren’t Always a Lead Generation Problem
07:32 Where Revenue Gets Lost Across the Buyer and Customer Journey
12:26 Aligning Marketing, Sales, and Customer Experience Around Value
15:24 The $200,000 to $3.9 Million Story
22:00 Not Product Service, It's Customer Experience
23:55 Rapid-Fire Questions: Lead Generation, Sales, and Positioning

https://masteryofb2bsales.com/

https://www.linkedin.com/in/chaz-horn/

Linda's LinkedIn:
https://www.linkedin.com/in/lindafanaras/

Millennium Agency:
Brand Strategy | Marketing | Web Design:
https://mill.agency

How ready is your brand for growth?
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https://brand180.mill.agency/

YouTube Channel:
https://www.youtube.com/@mill.agency/

Linda's Books:
Claim Your White Space
Passion + Profits: Fueling Business and Brand Success