Your Opportunity Gap is the difference between your current business development performance, and the results you could
achieve if you closed the three Growth Gaps:
Close The Capture Gap
If you identify your best customers, better understand what motivates them, and market to more prospects like them, you will increase the qualified response rates to your business development programs.
Close The Conversion Gap
If your sales team or channel partners receive better quality leads, and if they are effectively focused and motivated to pursue those leads, you will close more short-term business.
Close The Nurture Gap
If your marketing team is able to identify, and then continues to
engage longer-term sales prospects, and provides those prospects
with the support they require as they move through the stages of
their decision cycle, you will close more longer-term business.