The situation
Lead volume appears healthy, but the conversion pattern points to gaps in qualification and follow-up. In the illustrative baseline, 1,000 leads become 300 qualified opportunities, 150 discovery conversations, 75 proposals, and 25 closed-won deals.
How I would run the review
- Assess pipeline stages, ownership, and exit criteria
- Measure lead response time, follow-up coverage, and aging
- Compare conversion by source, stage, and representative
- Review call quality, discovery, and objection handling
- Evaluate forecast accuracy and management visibility
Example findings
- Aged leads lack a defined follow-up owner. Assign ownership and a 10-day cadence.
- Discovery completion varies by representative. Use one discovery framework and call-review rubric.
- The proposal stage lacks exit criteria. Require a verified decision process and next meeting.
- Forecast confidence relies on representative judgment. Tie confidence to verified customer actions.
The first 30 days
The work starts by validating definitions and reporting, then clarifies stages and follow-up rules, coaches the team through call reviews, and measures adoption through conversion, aging, and forecast quality.