The Ghost Handoff: How Internal Breakdowns Kill Your Pipeline

Ghosting isn’t just for dating apps. It’s quietly wrecking your sales pipeline from the inside.

‍

Before we get into this, listen to Episode 12 of Revenue Rewired on Apple Podcasts, Spotify, Amazon Music, and YouTube. Sarah and I break down what we call the “ghost handoff,” why it’s so common in B2B, and how to stop losing leads that already showed interest.

‍

You can have a solid brand, a smart strategy, and great content. But if your team is ghosting leads between marketing and sales, you are wasting an opportunity.

‍

We call this the ghost handoff. It happens when a lead gets passed between teams, and no one follows through. Marketing says they sent it to sales. Sales says they followed up. Meanwhile, the lead goes cold.

‍

“If marketing is handing off leads, but sales isn’t following up or vice versa, you’re bleeding revenue.”

‍

This isn’t always a tech issue. More often, it’s a cultural one. The breakdown starts with lack of clarity and ends with missed revenue.

‍

Where Things Start to Fall Apart

‍

At StringCan, we’ve seen this happen inside client organizations more often than we’d like. Everyone is busy. Everyone thinks they are doing their part. Still, things fall through the cracks.

‍

The worst part is that both teams think they’re doing what they should. But the customer experience tells a different story. Someone fills out a form. They raise their hand. And then, nothing.

‍

“You can’t fix a ghost handoff if no one owns it.”

‍

Ownership is usually the missing piece. Without it, leads are passed around like a hot potato. That’s not a system. That’s a risk.

‍

How to Start Fixing It

‍

You don’t fix this by assigning blame. You fix it by asking better questions and setting up real accountability.

‍

Here are three steps that can help:

‍

1. Map the Experience

Use a simple flow map to outline what actually happens when someone fills out a form or makes contact. Not what your teams think is happening. What actually happens. The difference will surprise you.

‍

2. Give the Process a Single Owner

If too many people share ownership, no one feels responsible. You need one person to own the handoff at each stage. That clarity alone can stop a lot of the leaks.

‍

3. Secret Shop Your Own Company

Act like a potential customer. Fill out your own contact form. Wait and see how long it takes to hear from someone. You’ll learn more in that one test than most meetings will reveal.

‍

“It’s hard to see the cracks when you’re inside the process every day.”

‍

A Culture Problem Disguised as a Process Issue

‍

Sarah said it best in the episode. Most teams don’t ghost leads on purpose. They care. But the systems around them are clunky, and the trust between departments is weak.

‍

We’ve seen passive-aggressive emails. Blame-shifting. People trying to protect themselves instead of owning outcomes. That creates a team environment where no one wants to speak up, and progress stalls.

‍

“Assume positive intent. Then back it up with clear expectations and a shared goal.”

‍

This is where leadership comes in. When the top team models collaboration, the rest of the company follows. When they model tension, teams protect themselves instead of the pipeline.

‍

A Simple Way to Uncover the Truth

‍

Want to know if this is happening inside your organization? Try this:

‍

Have everyone on your sales and marketing teams write down what they believe the lead journey looks like. Then compare those versions. Finally, compare them with actual lead data and outcomes.

‍

Chances are, you’ll find gaps in what’s expected, what’s happening, and what the customer is actually experiencing.

‍

That’s where the ghost handoff lives.

‍

“What you think is happening in your funnel and what is actually happening are rarely the same.”

‍

Don’t Let Good Leads Disappear

‍

You’ve spent money, time, and energy generating leads. Don’t lose them because your team doesn’t know who owns the next step. This isn’t about buying more software or building more automation. This is about alignment, ownership, and communication.

‍

Let’s Fix What’s Slipping Through the Cracks

‍

At StringCan, we help B2B companies close the gap between sales and marketing so qualified leads don’t get ignored. Want to diagnose your ghost handoff issue? Email us at podcast@stringcaninteractive.com with “Flow Map” in the subject line and we’ll send you the tool we use with our clients. Let’s stop the leaks before your pipeline dries up.