In many B2B companies, double-digit percentages of already confirmed sales opportunities are lost every year. And this happens long before your customer informs you of this. Or your sales department reports that contact persons are no longer responding.

Google’s comprehensive study from 2020 analyzes why so many leads get “stuck” in the sales funnel. Google’s representation of a dynamic alternative funnel is called the Messy Middle Model.

Google’s Messy Middle Model, Graphic 2026 by be nice

The focus on your customers’ internal decision-making processes is often overlooked, especially when multiple people are involved (specialist departments, purchasing, management, stakeholders, etc.). This alone requires a dynamic complexity in the management of sales teams and processes that is difficult to represent and execute in linear funnels and corresponding CRMs alone.

be nice uses flexible and customer-centric approaches to identify precisely these structural challenges and work with you to solve them. So that opportunities can once again be converted into predictable deals.

Take our 4-minute self-assessment quiz here and receive detailed results explaining why you are losing lower-funnel revenue.