Introduction
Growth hides structural weakness. Revenue climbs while the underlying commercial system quietly degrades — until it cannot absorb any more load.
1. Discovery calls are inconsistent
Every rep tells a different story about what the company does. There is no shared, repeatable discovery framework.
2. Win rate depends on who is selling
A 3x swing in close rate between reps means the process lives in people, not in the system.
3. Pricing conversations happen too late
If budget only comes up in the final call, the commercial story was never built around value in the first place.
Conclusion
Each of these is fixable — but only once you can see it. That is what a commercial architecture audit is for.