B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
40%
40% -- addressable demand lost before sales engagement for B2B businesses (consulting engagements) (2026)
Businesses lose an average of approximately 40% of their addressable demand before reaching active sales engagement.
- Reported by a single practitioner across consulting engagements, not an independent academic study
- Represents an average with an observed range of 30 to 50 percent
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
40%
Unit
Percentage
Data Vintage
2026
Entity
Sample Size
15
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
PMGuru (Dhaval Shah)
Primary
Tier C
https://digitalshaping.com/what-is-a-marketing-funnel-leaking-money/ ↗
Source Article
What Is a Marketing Funnel? (And Where Yours Leaks) - Digital Shaping
- Home
- What Is a Marketing Funnel? (And Where Yours Leaks)
What Is a Marketing Funnel? (And Where Yours Leaks)
A marketing funnel is the path a stranger takes from first hearing about your business to becoming a paying customer. It’s usually mapped across three stages: awareness, consideration, an…
Original Research
PMGuru (Dhaval Shah)
· Original study ↗
Methodology
Practitioner consulting data across more than 15 engagements; range 30-50%; not an independent academic study
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B businesses (consulting engagements): 40% addressable demand lost before sales engagement. Source: PMGuru (Dhaval Shah) (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/addressable-demand-loss-before-sales-40pct
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<blockquote cite="https://lighthousedata.io/data/addressable-demand-loss-before-sales-40pct" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>40%</strong> -- addressable demand lost before sales engagement for B2B businesses (consulting engagements)<br><small>Source: PMGuru (Dhaval Shah) (2026) · <a href="https://lighthousedata.io/data/addressable-demand-loss-before-sales-40pct" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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