Sales process audit · AuditSales · Canada & North America

Sales process audit. Find where deals leak.

We measure the four numbers that decide B2B deals — lead response, qualification, time to quote and time to close — find where your process leaks, and map what to fix first.

Take the free speed audit → Talk it through

Is this you?

Good leads. Not enough deals.

When a sales process leaks, the usual response is more leads, more training or a new tool. An audit asks the question first: where, exactly, are the deals going?

→ Marketing says the leads are good; sales says they are not
→ Nobody knows your real median lead response time
→ Quotes take a week or more to go out
→ Deals stall and nobody notices until the forecast misses
→ The Monday pipeline review is people reading the CRM aloud

What you get

Four numbers. One roadmap.

⚡

Speed baseline

Your real median for each of the four speed metrics, from timestamps you already hold — in clock hours, not business hours.

Measure

🔬

Process analysis

Real deals traced end to end, so every number comes with the reason behind it.

Analyze

📊

Benchmark gaps

Your numbers against best in class and against your own best performers, so the gap is concrete.

Benchmark

🗺️

Sequenced roadmap

Quick wins you can make this month, and the structural moves behind them — binding constraint first.

Map

How it works

Measure first. Fix second.

The audit follows measure, analyze, benchmark, map — in that order, because most improvement programmes start by picking fixes and end up improving the stage that was already fine.

Everything is built from data you already have. No new tools, no disruption to the team while the audit runs.

1 Measure — the four speed metrics from your CRM timestamps
2 Analyze — trace real deals and find the waits
3 Benchmark — against best in class and your own best
4 Map — quick wins and strategic moves, in order

The sales audits people are actually looking for

“Sales audit” covers a lot of ground. These are the specific versions we run.

B2B sales process audit

B2B sales processes break at the hand-offs: marketing to sales, SDR to AE, rep to finance for a quote. A B2B sales process audit follows real opportunities through each hand-off and measures the wait at every step. The finding is almost always one stage that caps everything else — see your binding constraint sets your ceiling.

Sales speed audit and lead response time audit

If you only measure one thing, measure lead response time. Research published in Harvard Business Review found the average company that responded to a web enquiry took 42 hours, and that responding within an hour made a lead nearly seven times as likely to qualify. A sales speed audit measures your real response time — including evenings and weekends, where most of the loss sits — alongside the other three speed metrics. The free sales speed audit gives you a first read in four minutes.

Auditing the sales process inside your CRM

Most of what an audit needs is already in your CRM: when a lead was created, when someone first contacted it, when a quote was sent, when the deal closed. The audit also checks whether those timestamps can be trusted, because a stage nobody updates produces a metric nobody should believe.

Questions

Before you ask.

What is a sales process audit?

A structured review of how deals move through your sales process, measuring where time is lost and where deals leak, and ending in a prioritised roadmap. We focus on four speed metrics because they are measurable immediately and strongly tied to win rates.

How long does it take?

The online sales speed audit takes about four minutes. A full audit depends on the size of the team and the state of the data, and is scoped after a short conversation.

Do we need new software?

No. The audit uses the data in the tools you already run. If it recommends automation, the default is to build it inside your existing stack.

Who does the work?

Click Shift, through our sales practice, AuditSales. Dave Bussell leads the engagement.

What happens after the audit?

You get a roadmap you can run yourself. If the constraint is something automation can fix — response time, follow-up, CRM hygiene — sales pipeline automation is the usual next step.

Keep reading

Guide

The sales process audit: find the leaks costing you revenue

The four speed metrics and where funnel leaks actually hide.

Typical vs best-in-class sales speed

Where each benchmark comes from, and which popular stats are folklore.

Find the leak.
Measure it first.

Four minutes for the free speed audit. A conversation if you want the full picture.