Affect Information

Your quarterly business review is coming up next week and pipeline is currently 27% below target. Your CRM is telling you this. Your spreadsheets are telling you this. But when leadership asks you why (and I can promise you they will), your CRM and spreadsheets won't be any help. Most B2B revenue teams don't have a clean way to look at their entire funnel from a diagnostic perspective. They know all of their numbers, but they have to piece together the story of why their numbers are what they are. Further, understanding if those numbers are good or bad relative to their stage and industry is not even part of the conversation. A lot of "optimization" advice in B2B marketing assumes a mindset of scarcity — that your pipeline problems are the result of issues such as a share-of-wallet issue, budget/resource constraints, or other competitors in the space. So the default "answer" is for you to spend more, hire more, and run competitor campaigns. But if the typical B2B funnel is operating below benchmark, that is a different problem entirely — it's leaving revenue on the table that has already come your way. You're already getting the demos. The SQOs are being created. The deals are in the pipeline. Somewhere between the top and the bottom, the funnel is leaking more than it should, but no ad platform is going to tell you that because fixing this problem doesn't require more spend. Affect is built for this reality — to help you capture the opportunities you already have. That's why most marketers who run an audit go on to share this tool with their peers. They feel like they found a "cheat code" to hit their upcoming target, but the reality is that the "cheat code" is clarity for the first time about the underlying issues and how to fix them.