The answer in the QBR has not changed, and the reason is not effort. Buyers are researching and deciding online long before they speak to anyone, and your site is not capturing the moment when they do.
The product existed in your catalog. Buyers could not find it by searching on the specs they were working from, so they found the competitor's version instead. Nothing in your funnel recorded that, no form, no enquiry, no lost-deal report. The decision happened and you were not in the room.
This is why digital reads as underperforming in the pipeline review. It is not that the channel is weak; it is that the moment it is supposed to capture happens where your tracking cannot see it.
None of these is a marketing campaign. They are mechanical changes to where and how intent is captured.
A sample request and a BOM are recorded as distinct, tracked events with the part and attributes attached, rather than arriving as undifferentiated enquiries.
Line items, quantities, constraints and source pages, written into the CRM. Your first reply is a quote rather than a question.
The page where the buyer arrived, the offer that turned them into a lead, and the capability gaps they named in their request are saved on the CRM opportunity, so you can finally say which page produced which won deal.
Prototype and routine reorders route to self-serve. Reps get the qualified specification work, which is what they are for.
Live distributor availability on your pages keeps the supply decision with you and routes it to the partner you chose.
The revenue model builds a range from your own numbers, with assumptions stated, so the board argues with inputs instead of dismissing the output.
What was tried was usually a website. This is the commerce system itself: spec-based search, capture of quote and sample requests, and CRM tracking of which pages produce deals. Previous attempts underperformed because they were built for consumers rather than for engineers, and because nothing downstream could tell you whether they worked.
A stated agenda, a real solutions engineer, and a written follow-up with what we found whether or not you proceed.