Most founders don't know which channel is actually driving revenue — not because the data isn't there, but because no one has mapped it. This section breaks down your active channels, their share of revenue, average deal value, and what's missing from each. It's not about adding more channels. It's about knowing which one to fix first.
Example — NordFlow
Revenue Channel Breakdown
3 channels · €340K ARR · 8 employees
Most revenue comes through referrals — existing clients, advisors, and peers recommending NordFlow unprompted. Close rate is high and deal size is above average, but the channel is entirely passive. No systematic ask, no referral incentive, no tracking.
Gap
No ask framework. No timing process. Founder never asks — it just happens.
Opportunity
If even 30% of current clients were asked once per quarter, pipeline from referrals could double without changing anything else.
📤
Channel 2
LinkedIn Outbound
1–2 deals/month come in through LinkedIn outreach, but the approach varies by rep. No shared sequence, no consistent messaging, no defined follow-up cadence. Some months are strong; others produce nothing.
Gap
No repeatable sequence. No shared messaging. Rep output varies by mood, not system.
Opportunity
A defined 5-step sequence per persona would stabilise output at 2–3 meetings/week regardless of who's running it.
🎤
Channel 3
Events / Community
3 events attended, 0 structured follow-up. The deals that did come in through events had the highest average value — but only because the founder happened to follow up. No post-event process, no warm outreach sequence, no speaker pipeline.
Gap
No follow-up process after events. No tracking of who was met. No warm sequence activated within 48 hours.
Opportunity
A post-event workflow (24-hour personal note, 72-hour resource drop, week-2 ask) applied consistently could make this the highest-ROI channel per hour invested.
Your version
In your version, this breakdown is built from your actual revenue data — where deals come from, what they're worth, and which channel has the most room to grow with the least effort. Updated as your pipeline evolves.
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