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Audit8 chapters10 min read

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

Andrew BryceFounder & CEO, Sixty Seconds·Updated

Cover: the sales admin audit
Chapter 1 of 8

How It Works

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

6Dimensions scored
5Questions each
150Maximum score (30 answers)
<75Where most small teams score

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 system where you track customers saying 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. 1We don't do this at all
  2. 2We do this occasionally, when we remember
  3. 3We do this for most deals, but inconsistently
  4. 4We have a system for this that works most of the time
  5. 5This 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.

Start the audit ↓

Chapter 2 of 8

Follow-Up Speed

How quickly do you respond after meetings and prospect actions?

1After a meeting, how quickly does a follow-up written for that buyer go out?(5 = within 4 hours every time, 1 = often takes 3+ days)
2Does the follow-up reference something specific the buyer said?(5 = always, with exact details, 1 = it's usually generic)
3When a prospect goes quiet, do you have a planned series of follow-ups to win them back?(5 = yes, with something useful in each message, 1 = we send "just checking in")
4Do you track your average follow-up time across deals?(5 = yes, we measure it, 1 = no idea)
5When a deal requires multiple follow-ups, does each one add new value?(5 = always, 1 = they're mostly reminders)
Follow-up speed0 / 25
Chapter 3 of 8

Customer Record Accuracy

How reliable is your deal data?

1After every meeting, are your customer records updated within 24 hours?(5 = within 15 minutes, always, 1 = we batch-update weekly or not at all)
2Do your deal stages reflect what the buyer has actually committed to?(5 = stages match buyer actions, 1 = stages are guesses based on time elapsed)
3Are 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)
4Can a colleague pick up one of your deals tomorrow and know exactly where it stands?(5 = yes, full context in your customer records, 1 = they'd have to call me)
5Do you trust your forecast of future sales?(5 = within 10% of actual, 1 = it's fiction and everyone knows it)
Customer record accuracy0 / 25
Chapter 4 of 8

Meeting Prep

How prepared are you before every call?

1Before every meeting, do you review the full deal history and last meeting notes?(5 = always, with a structured prep process, 1 = I wing it)
2Do you research the attendees and their company before the call?(5 = yes, including recent news and signs, 1 = I check their LinkedIn title 2 minutes before)
3Do you have talking points or an agenda prepared?(5 = always, tailored to where the deal stands, 1 = never)
4Do 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)
5If 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)
Meeting prep0 / 25
Chapter 5 of 8

Post-Meeting Execution

What happens in the hour after a meeting ends?

1Do you have a defined post-meeting process that you follow after every call?(5 = yes, a checklist, 1 = no, it varies every time)
2Are action items from meetings captured, assigned, and tracked?(5 = always, in your customer records with due dates, 1 = they live in my head or a notebook)
3Does your team get briefed on meeting outcomes without having to ask?(5 = auto-briefed via Slack/email, 1 = they find out in the next review of deals in progress)
4Are next meetings scheduled before the day ends?(5 = always, 1 = we often say "I'll send some times" and forget)
5If 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)
Post-meeting execution0 / 25
Chapter 6 of 8

Deal Visibility

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

1Can you identify your 3 most at-risk deals right now without opening your sales system?(5 = yes, 1 = I'd have to check and even then I'm not sure)
2Do you know which deals haven't had any contact in the last 7 days?(5 = yes, flagged automatically, 1 = no way to tell without checking each one manually)
3Can your manager or co-founder see deal status without asking you?(5 = yes, your customer records are their view, 1 = they have to chase me for updates)
4Do you track how long deals spend in each stage?(5 = yes, with alerts for stuck deals, 1 = no idea)
5When a deal closes (won or lost), can you trace back the full history of interactions?(5 = yes, every contact logged, 1 = it's mostly in email threads and memory)
Deal visibility0 / 25
Chapter 7 of 8

Admin Time Ratio

How much of your week is actually spent selling?

1What percentage of your week is spent on activity that brings in sales (calls, meetings, outreach)?(5 = 60%+, 4 = 50-60%, 3 = 40-50%, 2 = 30-40%, 1 = under 30%)
2How much time per day do you spend on updating customer records, note-taking and data entry?(5 = under 15 min, 1 = over 90 min)
3How 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)
4Could you take a day off without deals stalling?(5 = yes, the system runs without me, 1 = everything would stop)
5In 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)
Admin time ratio0 / 25
Chapter 8 of 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.

Your result

Your score and priorities

Answer the 30 questions in chapters 2 to 7. Your score fills in as you go and is saved in this browser.

0of 150

Answer all 30 to see your band

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.
  • Customer record 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 area where automatic tools help most.
  • Deal 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.

Revenue leak estimate

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

Deals lost per quarter, by score

The lower the score, the more deals leak. Scores of 120-150 lose only marginal amounts.

ScoreDeals lostWhat it costs
Under 604-6 deals/quarter£40-60K on a £10K avg deal
60-892-3 deals/quarter£20-30K on a £10K avg deal
90-119~1 deal/quarter~£10K on a £10K avg deal
120-150Marginal lossesFocus on turning more prospects into customers
Calculator

What the leak costs you

The guide prices each band on a £10K average deal. Set your own deal size and the estimate follows your score.

Lost per quarter–

Complete the audit to see your estimate. Formula: deals lost per quarter in your band x your average deal.

Automate the gaps

40–70minPost-meeting admin per meeting, by hand
<10minWith 60 automating it

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

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