Fewer leads. More revenue.
Your pipeline has never been bigger. Your forecast has never been less reliable. These two facts are connected.
What Everyone Tells You
You did everything right.
More content. More ads. More SDRs. Your pipeline grew. Your close rate dropped. Your team got busier and your revenue stayed flat. You weren't failing at lead gen. You were succeeding at it — and that was the problem.
The Uncomfortable Math
Your last inbound lead waited two days for a callback. They'd already spoken to two competitors. This happens every week.
Source: HubSpot
Four out of five leads in your CRM right now will never buy. Your sales team is working them anyway.
Source: DemandSage
Half the organic traffic you had in 2023 is gone. Google answered the question before your prospect reached your site.
Source: Neil Patel
Your pipeline looks healthy. That's the problem.
When pipeline is clearly bad, teams act. When it looks fine — but 60–80% will never close — teams keep working the wrong deals with total confidence.
Bad pipeline invites action. Healthy-looking pipeline creates the false confidence that misses quarters. That's not bad luck. It's structural.
The Recipe
Yes, a company named after a pastry is using a cooking metaphor. At least we're honest about it.
You're not missing data. You're missing decisions.
Your ABM platform can target. Your data tools can enrich. Your agencies can execute. But none of them can tell you which deals are real and which are theatre. That's the gap — and it's the only one that matters.
How It Works
What we won't do.
- ✗We won't count form fills and call them leads.
- ✗We won't build you a bigger list.
- ✗We won't run campaigns just to show activity.
- ✗We won't optimize vanity metrics.
What that leaves.
A system that only surfaces real buying signals, focuses your team on deals that actually close, runs channels that produce revenue, and gets sharper every quarter because what closes teaches what to chase.
Every engagement produces a bespoke growth playbook — then we execute it.
The Honest Assessment
A score your competitors don't want you to see.
Most lead gen assessments are designed to make you feel good and then sell you something. This one is designed to make you uncomfortable and then show you where you're bleeding revenue.
Question 1 of 8
Where do most of your leads actually come from? Be honest — nobody's watching.
ROI Calculator
You're not under-spending on leads. You're over-spending on the wrong ones.
Move the sliders to see what your current approach is actually costing you.
What's happening now
Leads your team ignores
73
Every sales leader knows this number is true. Most hate admitting it.
Monthly leads
100
Monthly revenue from leads
$60,750
Cost per qualified lead
$185
Wasted sales time
$2,738
Your sales team spent $2,738 this month working deals that were never going to close. That's not a pipeline problem. It's a time-theft problem.
With better targeting
Qualified leads
36
Projected close rate
24%
Monthly revenue lift
$70,470
Annual revenue left on the table
$845,640
That's not a projection. That's the gap between your current approach and what happens when you stop feeding your team junk leads.
This isn't a pitch. It's math.
$845,640 left on the table.
You already know this. You just haven't had a system that does anything about it.
Take the Free AssessmentFresh From the Oven
"We removed 58% of deals that were never going to close."
Forecast accuracy improved within 90 days. Reliable signal fed directly into channel strategy — spend shifted to accounts that were actually ready, and the team started closing the ones that mattered.
of pipeline removed — deals that had no real signal
days to improved forecast accuracy
"We stopped guessing and started seeing. The signal was there — we just weren't reading it right."
B2B SaaS · 2026
Don't Take Our Word for It
The smartest people in B2B are saying the same thing.
"You don't have a lead problem. You have an offer problem."
— Alex Hormozi
buttertart.ai translation: We make sure your offer reaches only the people it was designed for — so it actually lands.
"99% of buyer conversations happen in dark social."
— Chris Walker
buttertart.ai translation: We monitor the channels your analytics can't see — where your buyers actually make decisions.
We're not a Silicon Valley tool that added a Canadian flag to the pricing page. 🍁
We built this for the way Canadian companies actually buy — where a handshake still matters, where Calgary oilfield services has nothing in common with Toronto SaaS, and where your prospects google you before they'll take a meeting. Your data stays here. Your context stays real.
Work With Us
Start where it makes sense. Go as far as the problem demands.
No procurement theatre.
- 01
Start here
Take the assessment. We'll tell you what we see. Free. No call. No CRM access.
Take the assessment → - 02
Go deeper
We'll show you exactly where your pipeline is lying. $99. Credited if you move forward.
Get the breakdown → - 03
Work together
We build you a bespoke growth system — then run it. Custom. Senior-led. Scoped to your situation.
Let's talk — 15-minute fit call → - 04
Stay sharp
The longer we run this, the sharper it gets. Monthly. Your compounding advantage.
Discuss retainer →
Or — start by watching
Monthly Signal Snapshot — $200–500/mo
Each month we show you what's working, what's noise, and where to focus. When you're ready for more, you'll know.
The 90-Day Guarantee
If we don't generate enough qualified pipeline to cover your investment within 90 days, we refund every dollar.
Not a credit. An actual refund.
This guarantee has conditions — and they're the point.
- →You use the platform for the full 90 days
- →Your team follows up within 48 hours
- →You give us CRM access
- →You show up to bi-weekly calls
These aren't fine print. They're the minimum conditions for this to work. We built this guarantee to filter out companies who want magic and filter in companies who want a system. If that's not you, that's genuinely fine. If it is, there's no risk.
FAQ
Questions you're too polite to ask
Fair question. Here's our honest answer: if you sell B2B to Canadian companies, have a deal size above $5K, and have a sales team ready to follow up — we'll almost certainly improve your pipeline. If you don't meet those criteria, we'll tell you that upfront. We'd rather lose a signup than gain a churn.
Those tools give you a database of contacts and let you figure out the rest. We give you qualified, intent-matched prospects who are actually in a buying cycle — with context your sales team can use in the first 30 seconds of a conversation. It's the difference between a phone book and a warm introduction from a mutual friend.
It is — until you calculate what you're spending on leads that never close. The average B2B company spends 10x that on marketing that generates pipeline theatre. We're not the expensive option. We're the option that makes everything else you're already spending actually work.
Most customers see qualified leads within the first week. Meaningful pipeline impact typically shows within 30 days. We'll set expectations during onboarding — not tell you what you want to hear.
No. We plug into HubSpot, Salesforce, Pipedrive, and others. We're the intelligence layer — not another platform to learn.
We built this for the way Canadian companies actually buy — relationship-driven, slower to commit, more loyal once committed. We understand that Vancouver cleantech is not Toronto fintech is not Calgary energy. Your data stays here. Your context stays real.
Then you cancel. No exit fees, no guilt trip, no 'retention specialist' calling you six times. We built cancellation to be as easy as signup — because if we're doing our job, you won't want to leave. And if we're not, you shouldn't have to.
About
Two people. Strong opinions. One of them about raisins.
We also have very different views on dried fruit.
Amanda Hawco
Co-Tart · Raisins
Has seen your pipeline problem before. Has fixed it before. Will tell you what's wrong with it in the first 15 minutes and be right.
The raisin position is controversial. She has receipts.
LinkedIn →
Martin Horne
Co-Tart · No Raisins
Will have opinions about your go-to-market. Will be right about most of them. Will be honest about the ones he's unsure of.
The raisin position is non-negotiable. The debate is technically still ongoing.
LinkedIn →The companies that win in 2026 won't have the most leads. They'll have the most clarity.
Find out where your lead gen stands in 2 minutes. No sales call required — just a clear picture.
Take the Free Lead Gen AssessmentBuilt in Canada. No credit card. No drip campaign. Just the truth about your pipeline.
Still here? Good. You might be our kind of company.
A sweet heritage
Why a butter tart?
Canada's most iconic pastry — humble, honest, and impossible to fake. The kind of thing you can only get right by actually caring about the craft. Sound familiar?
The great Canadian debate — 723 votes