Resource · Scorecard
The CRM Audit Scorecard
Ten checks, open your CRM and answer honestly. Each yes is a point. The band at the end tells you whether your pipeline is reactive, managed, or systemized, and what to fix first.
~10 minutes with your own CRM open · no email required
How to use it
Answer for how the CRM actually behaves this week, not how it was designed to behave. If you have to ask someone else to know the answer, that's usually a no. A "yes" scores a point; ten points is a fully systemized pipeline, which is rare and fine either way.
01
System of record
The check: Is there exactly one place deals live, no parallel spreadsheet anyone trusts more?
No looks like · A spreadsheet exists next to the CRM, and it's the one people actually believe.
02
Stage discipline
The check: Does every pipeline stage have written entry criteria, not just a name?
No looks like · Two people would place the same deal in different stages.
03
Waiting on us
The check: Is there a stage for 'the next move is ours', with a maximum time it may sit there?
No looks like · Deals stall for weeks while both sides assume the other is acting.
04
Nurture with a wake-up
The check: Does 'not now' have a concrete re-entry trigger and an owner, instead of just sitting?
No looks like · Hundreds of 'maybe later' contacts nobody will ever touch again.
05
Closed-lost reasons
The check: Does every lost deal get a reason from a fixed list, reviewed monthly?
No looks like · Losses are never analyzed as a pattern, so the same ones repeat every quarter.
06
Routing
The check: Does a new lead get an owner automatically, within minutes?
No looks like · Routing depends on someone noticing the notification.
07
Response time
The check: Is time-to-first-response actually measured, not assumed?
No looks like · Nobody can produce the number without checking timestamps by hand.
08
Scoring, if used
The check: If leads are scored, has the score ever been checked against closed revenue?
No looks like · Won and lost deals score about the same, and nobody has looked.
09
Founder dependency
The check: Can a deal close without waiting on one specific person's calendar?
No looks like · The best closer has quietly become the pipeline's single point of failure.
10
Shared numbers
The check: Do marketing and sales report from the same dataset, with the same definitions?
No looks like · Every forecast meeting starts by reconciling two different sets of numbers.
Scoring
- 0–3 · Reactive
- The CRM records what happened after the fact. Nothing in it runs the pipeline; people do, from memory.
- 4–7 · Managed
- Parts of the system are enforced, parts still depend on someone remembering. Usually one or two missing stages explain most of the failed checks.
- 8–10 · Systemized
- The pipeline runs on rules, not recall. From here the leverage moves from the CRM itself to what surrounds it: routing speed, lifecycle, expansion.
Want the mechanism behind the pipeline-stage checks specifically? Read the three stages every CRM should have. Suspect the founder-dependency check is yours? Read why founders become CRM bottlenecks. Want your score ranked against the rest of your revenue system? Run the 3-minute Growth Score, then the growth diagnostic turns it into your Growth Leverage Map.
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