| $240 k | 94 days on life-support | D.O.D. 2025-04-30 → “No Decision”
They asked for our “best and final,” we gave them 40 % off… and they still drove the truck back to the depot unsigned.
Victim: mid-market 3PL that promised a quick close if we could “beat the incumbent.” Coroner: Emre Yildirim, Head of RevOps.
Data Wound: Metrics deck full of soft stuff—“improve visibility,” “boost efficiency”—but zero hard cost-out. CFO couldn’t plug a single dollar into the board memo; finance stamped “no ROI, no deal.”
Process Bruise: Champion loved us, yet held zero budget keys. Economic Buyer (CFO) never took a meeting; proposal cooled its heels in procurement for 37 days waiting for a signature that no one with authority was willing to give.
Tech Laceration: Mutual Action Plan lived in PowerPoint 3.2, e-mailed six times, tasks never checked off. Buyer saw version chaos and quietly down-graded our implementation risk score.
Cause-of-Death Cert: Absence of quantified value + no power sponsor = classic “do nothing” default.
RevOps Prescription: Harden your numbers before the proposal leaves the dock: grab the ROI Autopsy Calculator (pre-loaded logistics benchmarks) → Download Beacon ROI Calculator Template
