Every one of these is a query, not an opinion. In the audit we run them against your Salesforce org and attach a dollar figure to each red signal.
Signal 1
Lead Source Attribution
Leads arriving with no marketing source recorded. Over 10% null means budget decisions are running on incomplete data.
Signal 2
Lead Routing Speed
Unworked leads sitting 48 hours or more, and ghost queues still owned by reps who left. Averages $1.26M a year at $100M ARR.
Signal 3
Duplicate Contact Rate
The same person as multiple records. Over 5% inflates pipeline 8 to 12% and degrades every AI model touching your CRM.
Signal 4
Pipeline Stage Distribution
Deals piling up in early discovery. Over 35% in Stage 1 signals premature entry and an unreliable forecast.
Signal 5
Closed-Won Field Completeness
Won deals missing lead source or campaign. Attribution breaks permanently once the deal closes without it.
Signal 6
CRM Adoption
Reps not logging activity. Below 85% adoption, every other signal here becomes unreliable.
Signal 7
Contract-to-Billing Lag
Days between Closed Won and first invoice. An 11.4-day average across 65 deals is roughly $1.9M sitting unbilled each quarter.
Signal 8
Renewal Pipeline Visibility
Accounts renewing in 90 days with no renewal opportunity open. Unmanaged renewals churn at 22% versus 8% managed.
Signal 9
Forecast Reliability
Deals pushing 90 days or more. Separates genuine timing uncertainty from sandbagging and pipeline bloat.
Signal 10
Data Enrichment Coverage
Accounts missing firmographics because an API token quietly expired. Over 20% missing means every AI scoring tool is degraded.