The main errors that an audit reveals

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To summarize, the main stages of the audit can be identified:

Analysis of CRM and sales data - search for problematic stages and establish reasons for the decrease in conversion.



Analysis of the efficiency of managers' work - analysis of calls, use of scripts, entering data into CRM.

Analysis of the effectiveness of sales technologies - focus on the systems used, description vp business development email list of business processes, quality of scripts and advertising materials.

Analysis of internal processes - KPI system, sales strategy and its compliance with the company's goals.

Analysis of sales system management - quality of reporting, control and motivation.

Analysis of the external environment - competitors and customer base.

A thorough audit will help identify problem areas and identify ways to improve efficiency.


The audit structure is built in such a way that errors can be identified at any stage of work. Most often, they relate to the strategic field, business processes and sales technologies or personnel work.

In particular:

A decrease in conversion may be caused by:

lack of staff in the sales department - they do not have time to process leads;

slow flow of leads to employees - there is a problem with data flows;

staff does not see all leads at once;

lack of dialogue scripts: their meaning is not clear to employees, or they do not use it for other reasons;