Revenue Incoherence
The measurable revenue cost of a go-to-market system whose parts no longer agree. Misaligned definitions, contradictory data, and unrouted signal drain 10 to 38% of B2B annual revenue, year after year, without appearing as a line item. Revenue incoherence rarely shows up as a single failure. It compounds as a tax across many small disagreements between positioning, marketing, sales, and the systems underneath them.
Revenue incoherence is the measurable cost of a go-to-market system whose parts have stopped agreeing. Marketing qualifies on engagement while sales qualifies on budget. CRM stages mean different things in different rooms. Attribution rewards the channel that captured demand rather than the motion that created it. Each disagreement is small. Together they form a permanent tax.
Research places that tax between 10 and 38% of B2B annual revenue, with sales and marketing misalignment alone costing U.S. businesses an estimated $1 trillion per year. The damage concentrates at handoffs: leads never contacted, qualified pipeline rejected at the boundary, content never used, signals that arrive and wait.
Revenue incoherence rarely announces itself, because no one owns it and no dashboard reports it. The numbers go flat while every team hits its own metrics. The evidence and sources are collected in The Cost of Incoherence. The fix starts with measurement: the GTM Coherence Diagnostic puts a dollar figure on the leak.