Sales & Lead Management Audit Workbook
A guided internal audit that ends with your top three operational gaps.
Who it's for
Owners ready to diagnose their whole lead-to-revenue process honestly.
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How the audit works
Work through each section and note, honestly, how your business handles it today. Where a section feels weak or undefined, flag it. At the end you will pick the three gaps that are costing you the most and fix those first.
This workbook pairs with the free CRM Readiness Assessment — the audit finds the gaps, the assessment tells you whether software is the right fix.
Section 1 — Lead sources
- Every source is known and named
- You know roughly what each source costs
- No major source is untracked
Section 2 — Lead volume
- You know how many leads you get per month
- Volume is tracked over time
- Seasonal patterns are understood
Section 3 — Lead handling
- Every lead is captured in one place
- Each lead has an owner
- Nothing depends on one person’s memory
Section 4 — Bottlenecks
- You know where leads stall most
- Response delays are visible
- Hand-offs between people are clean
Section 5 — Pipeline
- Stages are clearly defined
- Deals sit in the right stage
- You can see what is open right now
Section 6 — Follow-up
- Follow-up is systematic, not ad hoc
- Unsold estimates are pursued
- There is a stop/reactivation rule
Section 7 — Estimates
- Estimates go out promptly
- Every estimate has a follow-up
- Estimate outcomes are tracked
Section 8 — Attribution
- Jobs trace back to a source
- Spend can be compared to revenue
- Sources are not double-counted
Section 9 — Reporting
- You review numbers on a cadence
- The numbers are trusted
- Reporting informs spending decisions
Section 10 — Automation
- Acknowledgements are automatic
- Reminders reduce no-shows
- Reporting is not fully manual
Section 11 — Technology
- Your tools fit your process
- Data is not scattered across apps
- You could export your data if needed
Result — your top three operational gaps
From the sections above, write the three weakest areas and the first fix for each.
| # | Gap | Impact | First fix |
|---|---|---|---|
| 1 | |||
| 2 | |||
| 3 | |||
Fix these three before adding anything new. Most businesses see the biggest gain from the first one.
Make this standard automatic
Finished the audit? Run the free CRM Readiness Assessment to see whether your top gaps call for a process change or a tool.