If a business is consistently missing its revenue targets, which of the following is the most likely underlying cause that a business analyst should investigate?

If a business keeps missing its revenue targets, the most common culprit is that the product or service isn’t meeting market demand or isn’t priced right, so customers aren’t buying enough. A business analyst should first examine sales data and customer feedback to see if the target audience is actually interested or if competitors are offering better value. They should also review pricing, marketing spend, and the sales funnel to identify any gaps between what the business offers and what customers want. For example, if a software company sees high trial sign‑ups but low paid conversions, the analyst might discover the pricing tier is too high for the intended market, causing lost revenue.