Find where the problem started, not just where it became expensive.
A missed target is usually the last visible event in a longer chain. The method works backward until it finds the first commercial decision accepted without enough evidence.
Demand enters with an expectation the offer cannot support.
An unsupported opportunity is allowed forward.
Seller activity gets reported as buyer progress.
Management plans against deals that are not decision-ready.
More follow-up, discounts, training or lead volume are added.
The founder becomes the missing decision system.
Move from symptom to rule.
What changed in revenue, pipeline, workload, conversion or founder involvement?
Where did the bad promise, qualification decision, stage move or handoff first enter?
What action or commitment was required, and was it really there?
Would two competent managers make the same decision from the same evidence?
Which pipeline, forecast, workload or spend numbers can no longer be trusted?
Change the decision standard before adding volume, software, training or headcount.
Confirm that later metrics and management decisions become more trustworthy.