A sales department audit is a teardown of the funnel AFTER a lead lands in the CRM: speed of first contact, qualification script, follow-up, objection handling and the push after the proposal.
Leads arrive from paid search, the website and trade shows, but not every deal closes. Managers complain about lead quality, the owner complains about managers.
The problem is rarely in people - more often it is in the system. The audit finds the leak points in 7-10 days and gives a plan of action with numbers.
A marketing audit looks at the funnel before the CRM: where leads come from, what they cost and how they get qualified. A sales department audit looks after a lead lands in the CRM: how fast they called back, what they asked, how objections were handled, how the proposal was pushed.
If leads exist but deals do not - the problem is in sales, not marketing. And the reverse: if there are no leads at all, a sales audit is useless - start with the marketing audit. This fork saves budget: you fix the link where money is actually lost.
Managers work everyone who left a request: students, competitors, random clicks. 80% of time goes to junk, real buyers wait in line. The criterion must be formal: industry, company size, purchase horizon, budget.
A B2B lead without a call within 15 minutes goes to a competitor - not because the competitor is better, but because they are first. If a manager opens the CRM once an hour, you lose 30-40% of qualified leads purely on time.
Questions are asked at random: some ask about budget, some do not. Part of real buyers get filtered out as "non-target" because the right question was never asked.
The lead said "I will think about it" - the "call back in a week" task gets lost. Without a touch regimen (how many, at what intervals, what to say) 60% of leads die on the 2nd-3rd contact.
"Too expensive", "I will think", "we have a supplier" - the manager argues or gives in. No bank of practiced objections with case examples, no understanding that behind "I will think" sits a specific objection.
Proposal sent, manager waits. The client did not read it or shelved it. Without post-proposal follow-up (call next day, clarify questions, call with the decision-maker) proposal-to-deal conversion drops 2-3x.
You cannot see where leads drop off: qualification, first call, proposal, or follow-up. Without this analytics people fix everything - and nothing. A walkthrough of such a funnel is in the UAE-Consulting case.
| Work | What it gives |
|---|---|
| Listening to 20-30 calls | The real picture of conversations, not the reported one |
| CRM analysis: funnel, stages, conversions, time per stage | The failure point is visible in numbers |
| Checking scripts and regulations (if any) | The gap between "written" and "done" |
| Interviews with the head of sales and 2-3 managers | Behavioral causes not visible in the CRM |
| Report with numbers | Where leads are lost and how much it costs |
| Prioritized action plan | Quick wins (1-2 weeks) and the system (1-3 months) |
The report contains:
| Format | Price |
|---|---|
| Company with 1-3 managers | from $1,000 |
| Company with 5+ managers and a complex funnel | from $2,000 |
| Timeline: kickoff to finished report | 7-10 days |
| First consultation, 30 minutes | free |
What we need from you: read-only CRM access, access to call recordings (if none - we listen to live calls during the audit), 2-3 hours of the head of sales time for interviews, 1 hour to present the report.
In marketing and sales since 2008 ยท Worked at
Leads exist but deals are few. You hired new managers and do not know if they work. You want to scale sales but do not know what to fix first. You suspect the department is inefficient but cannot prove it with numbers.
There are no leads at all - first the marketing audit. One manager and 10 deals a month - problems are visible without an audit. You are looking for a magic pill: the audit gives a plan, but you will have to implement it. If the inbound flow is unstable, start with lead generation.
A marketing audit looks at the funnel before the CRM: where leads come from, what they cost, how they get qualified. A sales audit looks after the lead lands in the CRM: contact speed, script, objections, follow-up. If there are no leads at all - start with the marketing audit.
7-10 days from kickoff to a finished report: 20-30 calls listened to, CRM analysis by stage, script check, interviews with the head of sales and managers, a report with numbers and an action plan.
From $1,000 for companies with 1-3 managers and from $2,000 for companies with 5+ managers and a complex funnel. The first 30-minute consultation is free.
Read-only CRM access, call recordings (or live calls during the audit), 2-3 hours of the head of sales time and 1 hour to present the report.
There is nothing to fix until there is an inbound flow: you start with the marketing audit - channels, semantics, qualification before the CRM.
How a competitor weakness became the USP guarantee, and what it did to the funnel and stage conversions.
Read case →5 parameters, 20+ columns, a rival funnel read from artifacts - the method behind finding where you are stronger.
Read playbook →The adjacent service: the funnel before the CRM, channels, end-to-end analytics, an action plan in 7-10 days.
Learn more →30 minutes: we walk your funnel, I show where money leaks, and we decide whether you need a full audit or targeted fixes are enough. No obligations.
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