If your team is generating leads but pipeline quality is inconsistent, run this audit first.
1) Audit lead source reliability
- Check if UTM parameters are captured into CRM fields
- Verify original source is not overwritten by later workflows
- Compare channel mix in GA4 vs CRM for recent leads
If source quality is unstable, optimization decisions will drift.
2) Audit conversion-point friction
- Is the main CTA obvious above the fold?
- Is the booking flow mobile-friendly and fast?
- Are contact options clear for users who do not want to book immediately?
Even small friction at this step reduces call bookings sharply.
3) Audit lead qualification signals
- Separate low-intent actions from high-intent actions
- Tag booked calls and qualified inquiries as key events
- Review sales feedback on lead quality weekly
4) Audit follow-up speed
- Track time-to-first-response
- Track show-up rate for booked calls
- Track booked call -> opportunity rate
This is where many teams leak value after acquisition.
5) Audit reporting governance
- One owner for funnel definitions
- One shared metric dictionary
- Weekly QA of event and source consistency
If you want this implemented quickly, start with the B2B marketing audit offer.