Uncovering Hidden Opportunity

A global life science tools provider was facing a familiar problem: a mid-funnel clogged with aging opportunities, slowing their ability to meet revenue targets. The team assumed that either these opportunities were low-value, or they had succumbed to economic pressures and had sustained budget cuts. In truth, there was a large cache of opportunity hidden in this mid-funnel choke point.

By re-engaging these opportunities through a structured behavioral insight program—not more lead generation, not more automation—LINUS helped the client uncover significant hidden value, validate real pipeline, and drive an exceptional ROI.

> 55%

We revalidated over 55% of existing opportunities.

+10%

We generated an additional 10% in new opportunities from the same list.

100x ROI

Our client saw over 100x ROI on revitalized opportunities, and 20x ROI on sales.

A Familiar Commercial Problem: A Hidden Mid-Funnel Choke Point

“Our lead generation programs are all up from last year by double digits, but we’re not seeing any lift in sales.” The VP of marketing told us in our first call. She went on to say, “In fact, our sales team’s starving for real opportunities”.

Despite a wide top-of-funnel and significant historical sales performance, the company’s commercial pipeline was displaying a mid-funnel chokepoint. The organization had:

  • Over 37,000 leads collected in one year
  • Over 1,200 aged opportunities in one of their target markets
  • No visibility into which opportunities still held commercial potential
  • No clear understanding of why buyers weren’t moving forward

Mapped onto a traditional funnel, there was an unmistakable choke-point in the middle, representing opportunities that had stalled. To us, this represented untapped value.

How LINUS Reclaimed the Untapped Value

After a behavioral assessment using our proprietary model for visibility into the buyer’s psychology, the client’s positioning and competitive stance, outbound and inbound messages and content, we devised a detailed strategy that centered around what buyers were actually thinking, feeling and doing. Our strategy consisted of four parts:

1. Targeted Re-Engagement Outreach

We contacted stalled opportunities to surface real buyer status, needs, and readiness. It was critical to leverage multiple channels, including a survey, tele-sales (yes, we were also surprised as to how many scientists answer their phones), and email.

From the re-enagement effort, LINUS uncovered critical truths:

  • Only 15% of opportunities were truly lost to budget cuts
  • 19% had purchased from a competitor
  • Nearly 55% were still active and looking to buy, but facing internal barriers that were not being addressed

2. Message Optimization

With the benefit of our insights, we redesigned all of the outbound, inbound, and nurture messaging, and developed specific nurture streams, specifically to help late-stage prospects overcome their internal drivers.

3. Sales Empowerment

To align both marketing and sales around the new messaging, we developed a multi-session sales empowerment program to provide the sales team with insights about the psychology of their scientific buyers, how to navigate the stages of the buying journey, and how to keep in control of the conversation in the four critical points in the sales conversation where power typically shifts away from the salesperson.

4. Cross-Functional Optimization Loop

We held a cross-functional weekly meeting with sales, product marketing, tele-sales and digital marketing managers to gain a full-spectrum review of learnings and continuously refine communication accordingly.

Case Study Four Steps Infographic

Why This Matters: Most Companies Can’t Afford to Ignore Untapped Opportunity

According to LINUS’ 2025 survey of 133 life science commercial executives, almost every commercial organization has a mid-funnel choke point that makes a material, negative impact on the company’s revenues. As new leads accumulate, opportunities fall off radar, sales forecasts become inflated, while the confidence of sales teams becomes deflated.

And in such an economy, no life science company can afford such inefficiencies in their commercial organization.

With the right behavioral insight, our client reclaimed millions in value already sitting within their grasp, without spending more on top-of-funnel generation or implementing another piece of technology.

If your pipeline looks full but movement has stalled, you likely have the same hidden value trapped inside your mid-funnel.

For ambitious companies facing stagnation in opportunity flow or a bloated mid-funnel, the next move is clear. LINUS offers an Opportunity Generation Health Assessment to help you:

  • Identify where opportunities are actually getting stuck
  • Reveal which behavioral signals predict movement
  • Reclaim hidden pipeline value
  • Re-energize mid-funnel momentum

Ready to uncover the hidden value in your own pipeline? Connect with us.