Lead Leak Diagnostic Tool — Score Your CRM in 10 Minutes

Quick Context (Optional)

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What industry are you in?

Team size handling leads

Primary CRM / Platform

01

Speed-to-Lead

"Our leads just aren't converting."

How fast does a new lead get contacted? Every minute past 5 reduces your chance of connecting by 80%. Most businesses respond in hours — or never.

What's your average response time to a new inbound lead?

From the moment they submit a form or call, how long until someone reaches out?

Under 5 minutes (automated + human follow-up) 5-30 minutes 30 minutes to 2 hours 2-24 hours Over 24 hours or inconsistent

Do you have an automated instant response (text/email) when a lead comes in?

Yes — both SMS and email fire within 60 seconds Yes — email only, no SMS Sometimes / unreliable No automated response

Is there a clear owner assigned to each lead within minutes?

Round-robin, territory rules, or manual assignment — does every lead have a name on it fast?

Automatic assignment with round-robin or rules Manual but same-day Inconsistent — some leads sit unassigned No assignment system

02

Follow-Up Cadence

"People seem interested but never close."

How many touches happen after first contact? Most businesses quit after 1-2. Deals close between touch 5 and 12. No cadence = no conversion.

How many follow-up touches happen after first contact?

8+ touches over 30-60 days (structured cadence) 4-7 touches 2-3 touches 1 follow-up or none

Are follow-ups multi-channel (SMS + email + call)?

Yes — automated mix of SMS, email, and call tasks Two channels (e.g., email + call) Single channel only No structured follow-up at all

Is the cadence documented and repeatable (not in someone's head)?

Fully automated workflow with templates Documented SOP but manual execution Informal — depends on the rep Nothing documented

03

Pipeline Rot

"I have 400 deals in my pipeline and nothing is closing."

How many deals have been sitting untouched for 30+ days? Those aren't opportunities — they're tombstones. And they're polluting every metric you look at.

What percentage of your pipeline has been untouched for 30+ days?

Under 10% — we clean regularly 10-25% 25-50% Over 50% or no idea

Do you have automatic stage-expiry rules (e.g., move to lost after X days)?

Yes — automated rules per stage with notifications Manual cleanup monthly Occasionally when it gets bad Never cleaned

Does every pipeline stage have clear exit criteria?

e.g., "Must have budget confirmed to move from Qualified to Proposal"

Yes — documented and enforced Informal understanding on the team Vague or inconsistent No exit criteria defined

04

Handoff & Routing

"Sales says the leads are bad. Marketing says sales isn't calling them."

When a lead goes from marketing to sales, who owns it? If nobody is assigned within minutes — with clear rules — the lead falls into a gap.

How are leads routed from marketing to sales?

Automated routing with rules (lead score, territory, round-robin) Manager manually assigns same-day First-come-first-serve (whoever grabs it) No clear routing — leads sit in a shared inbox

Is there an SLA or alert if a lead goes uncontacted for X hours?

Yes — automated escalation after threshold Manager checks manually No SLA or monitoring

Can you see exactly where a lead is in the journey at any moment?

Full visibility — stage, owner, last touch, next action Partial — can see stage but not touch history Depends on who you ask No clear visibility

05

No-Show

"People book but half of them don't show up."

No confirmation at booking. No reminder at 24 hours. No nudge at 1 hour. No re-engage after a miss. You're losing 30-50% of booked calls to pure system neglect.

What's your no-show rate on booked calls/appointments?

Under 10% 10-20% 20-35% Over 35% or don't track

How many confirmation/reminder touchpoints before a meeting?

3+ (booking confirm + 24hr + 1hr reminder) 2 touchpoints Just the calendar invite No confirmation system

Do you have an automated re-engagement sequence for no-shows?

Yes — automated rebook sequence fires within 5 min Manual follow-up by the rep No-shows just disappear

06

Automation Silent-Failure

"I thought the automation was running but it wasn't."

Workflows that look active but aren't firing. Conditions that never match. Triggers on deleted fields. No one checks because no one built an observability layer.

When was the last time you audited your active automations?

Monthly reviews scheduled Quarterly or when something breaks It's been 6+ months Never audited / don't know what's running

Do you have error alerts when an automation fails or stops firing?

Yes — Slack/email alerts on failure + volume drops Basic error logs I check sometimes No monitoring — find out when customers complain

Are your automations documented (what triggers what, conditions, actions)?

Fully mapped with a logic diagram Partial docs / some notes It's in my head No documentation at all

07

Reactivation & Dead-Lead

"We just keep buying new leads instead of working old ones."

Leads that didn't close aren't trash — they're unused inventory. 80% of businesses have zero reactivation system. That's free revenue sitting in your database.

Do you have a system to re-engage leads that went cold or were marked lost?

Automated reactivation campaigns on a schedule Occasional manual outreach to old leads Rarely — only when pipeline is dry Never — lost leads are forgotten

How many leads are sitting in your CRM that haven't been touched in 90+ days?

Very few — we have a system for every lead Some, but under 100 Hundreds Thousands / no idea

Do you segment dead leads by reason lost (price, timing, competitor, ghosted)?

Yes — tagged with reason + different reactivation per reason Reason tracked but no segmented follow-up Sometimes tagged, inconsistent No reason tracking at all

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✓ Lead Leak Audit Workbook (25 pages)

✓ 7-Point Diagnostic Scorecard

✓ 15-Touch Follow-Up Cadence

✓ Workflow Logic Map Template

✓ Pipeline Rot Rules Cheat Sheet

✓ Speed-to-Lead Calculator

✓ No-Show Recovery Mini-Kit

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