‹ Back to Guides
Audit8 chapters10 min

The Sales Admin Audit: Find Where You're Leaking Revenue

Chapter 1 of 812%
Chapter 1

How It Works

A sales admin audit scores your team across 6 dimensions: follow-up speed, CRM accuracy, meeting prep, post-meeting process, pipeline visibility, and admin time ratio. Most small teams score under 75 out of 150, revealing specific gaps where deals are quietly dying.

You're not losing deals because your product is wrong. You're not losing them because the competition is better. You're losing them in the gaps between meetings: the follow-up that went out 4 days late, the CRM that says a deal is in "discovery" when the buyer's already evaluating competitors, the prep that didn't happen because you were putting out fires.

The problem with revenue leaks is that they're invisible. Nobody sends you an email saying "we went with someone else because your follow-up was generic and 3 days late." The deal just goes quiet. You mark it "lost: no response" and move on.

This audit makes the invisible visible. Six dimensions. Five questions each. Score yourself honestly. The number at the end tells you where to focus - and how much it's probably costing you.

Scoring guide

  1. We don't do this at all
  2. We do this occasionally, when we remember
  3. We do this for most deals, but inconsistently
  4. We have a system for this that works most of the time
  5. This is locked in. It happens automatically for every deal.

Be honest. A 3 is not bad. A 2 is not shameful. The point is to find where the leaks are, not to feel good about a score.

Chapter 2

Follow-Up Speed

How quickly do you respond after meetings and prospect actions?

  • After a meeting, how quickly does a personalised follow-up go out? (5 = within 4 hours every time, 1 = often takes 3+ days)
  • Does the follow-up reference something specific the buyer said? (5 = always, with exact details, 1 = it's usually generic)
  • When a prospect goes quiet, do you have a planned re-engagement sequence? (5 = yes, with value-add touchpoints at each step, 1 = we send "just checking in")
  • Do you track your average follow-up time across deals? (5 = yes, we measure it, 1 = no idea)
  • When a deal requires multiple follow-ups, does each one add new value? (5 = always, 1 = they're mostly reminders)
Chapter 3

CRM Accuracy

How reliable is your pipeline data?

  • After every meeting, is the CRM updated within 24 hours? (5 = within 15 minutes, always, 1 = we batch-update weekly or not at all)
  • Do your deal stages reflect what the buyer has actually committed to? (5 = stages match buyer actions, 1 = stages are guesses based on time elapsed)
  • Are close dates based on what the buyer told you? (5 = always updated to match buyer timeline, 1 = set when the deal was created and rarely changed)
  • Can a colleague pick up one of your deals tomorrow and know exactly where it stands? (5 = yes, full context in the CRM, 1 = they'd have to call me)
  • Do you trust your pipeline forecast? (5 = within 10% of actual, 1 = it's fiction and everyone knows it)
Chapter 4

Meeting Prep

How prepared are you before every call?

  • Before every meeting, do you review the full deal history and last meeting notes? (5 = always, with a structured prep process, 1 = I wing it)
  • Do you research the attendees and their company before the call? (5 = yes, including recent news and signals, 1 = I check their LinkedIn title 2 minutes before)
  • Do you have talking points or an agenda prepared? (5 = always, tailored to where the deal stands, 1 = never)
  • Do you know what the buyer's open questions or unresolved concerns are from last time? (5 = yes, tracked and ready to address, 1 = I usually can't remember)
  • If a colleague were joining the call for the first time, could you brief them in 2 minutes? (5 = yes, because context is documented, 1 = it would take 15+ minutes)
Chapter 5

Post-Meeting Execution

What happens in the hour after a meeting ends?

  • Do you have a defined post-meeting process that you follow after every call? (5 = yes, a checklist, 1 = no, it varies every time)
  • Are action items from meetings captured, assigned, and tracked? (5 = always, in the CRM with due dates, 1 = they live in my head or a notebook)
  • Does your team get briefed on meeting outcomes without having to ask? (5 = auto-briefed via Slack/email, 1 = they find out in the next pipeline review)
  • Are next meetings scheduled before the day ends? (5 = always, 1 = we often say "I'll send some times" and forget)
  • If you looked at your last 10 meetings, how many had every post-meeting step completed? (5 = 9-10, 4 = 7-8, 3 = 5-6, 2 = 3-4, 1 = fewer than 3)
Chapter 6

Pipeline Visibility

Can you see what's actually happening across all your deals?

  • Can you identify your 3 most at-risk deals right now without opening your CRM? (5 = yes, 1 = I'd have to check and even then I'm not sure)
  • Do you know which deals haven't had a touchpoint in the last 7 days? (5 = yes, flagged automatically, 1 = no way to tell without checking each one manually)
  • Can your manager or co-founder see deal status without asking you? (5 = yes, the CRM is their view, 1 = they have to chase me for updates)
  • Do you track velocity: how long deals spend in each stage? (5 = yes, with alerts for stuck deals, 1 = what's velocity?)
  • When a deal closes (won or lost), can you trace back the full history of interactions? (5 = yes, every touchpoint logged, 1 = it's mostly in email threads and memory)
Chapter 7

Admin Time Ratio

How much of your week is actually spent selling?

  • What percentage of your week is spent on revenue-generating activity (calls, meetings, outreach)? (5 = 60%+, 4 = 50-60%, 3 = 40-50%, 2 = 30-40%, 1 = under 30%)
  • How much time per day do you spend on CRM updates, note-taking, and data entry? (5 = under 15 min, 1 = over 90 min)
  • How often do you do the same admin task more than once because of poor systems? (5 = rarely, 1 = constantly - copying between tools, re-reading transcripts, re-asking colleagues)
  • Could you take a day off without deals stalling? (5 = yes, the system runs without me, 1 = everything would stop)
  • In the last month, have you lost a deal or missed an opportunity because you were too busy with admin? (5 = no, 1 = yes, and I can name it)
Chapter 8

Your Score & Priorities

Add up your 30 answers for a total out of 150, and note your lowest-scoring dimension. The lowest dimension is your priority, not the total.

  • Follow-up speed lowest: block 30 minutes straight after every meeting for the follow-up, before anything else gets booked over it.
  • CRM accuracy lowest: make the update part of the meeting itself - the last two minutes, screen shared if you have to.
  • Meeting prep lowest: a 15-minute prep template beats an hour of ad-hoc research. Build the template this week.
  • Post-meeting execution lowest: write the checklist once and run it every time. This is the dimension automation helps most.
  • Pipeline visibility lowest: pick the one report you trust and kill the rest. A forecast nobody believes is worse than none.
  • Admin time ratio lowest: time-track one normal week before changing anything. Teams guess this number wrong in both directions.

Fix the fundamentals first: follow up faster, update the CRM after every meeting, and create a post-meeting checklist. These three changes alone will move you into the 60-89 range.

Revenue leak estimate

Based on your score, here's roughly what you're losing to process gaps per quarter.

  • Under 60: 4-6 deals/quarter - £40-60K on a £10K avg deal
  • 60-89: 2-3 deals/quarter - £20-30K on a £10K avg deal
  • 90-119: ~1 deal/quarter - ~£10K on a £10K avg deal
  • 120-150: Marginal losses - Focus on conversion rate optimisation

Automate the gaps

60 automates the post-meeting process that most teams score lowest on: follow-up drafting, CRM updates, action items, and team briefings - all from your meeting recording. Post-meeting admin goes from 40-70 minutes per meeting to under 10.

Explore 60 · Book a call

From the team behind this guide: personalised video, built for one person at a time. Watch one get built for you.

Try the live demo