Sales Process Audit Checklist

STAGE DEFINITION AUDIT

FOR EACH STAGE, VERIFY:

STAGE NAME: _______________

☐ Clear written definition exists
☐ Entry criteria documented
☐ Exit criteria documented
☐ Required activities defined
☐ Expected duration specified
☐ Owner/responsibility clear
☐ CRM fields aligned

STAGE HEALTH METRICS:
Conversion rate: _____%
Time in stage: _____ days
Deals in stage: _____
Stuck deals (2x avg): _____

ISSUES IDENTIFIED:
☐ _______________
☐ _______________

Stage	Definition Clear?	Criteria Followed?	Conversion Rate	Issue
Lead	Y / N	Y / N	%
Discovery	Y / N	Y / N	%
Qualified	Y / N	Y / N	%
Proposal	Y / N	Y / N	%
Negotiation	Y / N	Y / N	%
Closed	Y / N	Y / N	%

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CONVERSION ANALYSIS

Conversion Rate Audit

CONVERSION ANALYSIS

OVERALL FUNNEL:
Lead to Opportunity: _____%
Opportunity to Qualified: _____%
Qualified to Proposal: _____%
Proposal to Negotiation: _____%
Negotiation to Close: _____%
OVERALL: _____%

BENCHMARKS:
Lead to Close (ideal): 15-25%
Your rate: _____%
Gap: _____%

BIGGEST DROP-OFFS:
1. Stage: _____ to _____ (____% drop)
2. Stage: _____ to _____ (____% drop)

ROOT CAUSES:
☐ Poor qualification
☐ Weak value prop
☐ Missing stakeholders
☐ Competitive loss
☐ No decision
☐ Pricing issues

Conversion by Segment

Segment	Lead→Qual	Qual→Prop	Prop→Close	Total
Enterprise	%	%	%	%
Mid-Market	%	%	%	%
SMB	%	%	%	%

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VELOCITY ASSESSMENT

Sales Cycle Audit

VELOCITY ANALYSIS

CYCLE LENGTH:
Average sales cycle: _____ days
By segment:
  Enterprise: _____ days
  Mid-Market: _____ days
  SMB: _____ days

TIME IN STAGE:
Discovery: _____ days
Qualification: _____ days
Proposal: _____ days
Negotiation: _____ days

BOTTLENECKS:
Longest stage: _______________
Deals stuck >30 days: _____
Common blockers:
☐ _______________
☐ _______________

VELOCITY FORMULA:
Pipeline × Win Rate × ACV ÷ Sales Cycle = Velocity
$_____ × ____% × $_____ ÷ _____ = $_____

Velocity Comparison

Metric	Current	Target	Gap
Cycle (days)
Win rate (%)
ACV ($)
Velocity ($)

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ENABLEMENT EVALUATION

Enablement Audit Checklist

ENABLEMENT AUDIT

CONTENT & TOOLS:
☐ Sales playbook exists and current
☐ Pitch deck updated (<6 months)
☐ Case studies by segment
☐ ROI calculator available
☐ Competitive battle cards
☐ Objection handling guide
☐ Email templates
☐ Demo script/flow

TRAINING:
☐ New hire onboarding program
☐ Product training current
☐ Sales methodology training
☐ Ongoing coaching program
☐ Certification requirements

GAPS IDENTIFIED:
☐ _______________
☐ _______________
☐ _______________

Enablement Utilization

Resource	Exists?	Up to Date?	Used by Team?	Effective?
Playbook	Y/N	Y/N	Y/N	Y/N
Pitch deck	Y/N	Y/N	Y/N	Y/N
Case studies	Y/N	Y/N	Y/N	Y/N
Battle cards	Y/N	Y/N	Y/N	Y/N

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TECHNOLOGY UTILIZATION

Tech Stack Audit

TECHNOLOGY AUDIT

CRM UTILIZATION:
☐ Data hygiene: ___/10
☐ Pipeline accuracy: ____%
☐ Activity logging: ____%
☐ Stage compliance: ____%
☐ Forecast accuracy: ____%

TOOL ADOPTION:
Engagement platform: ____% using
Dialers: ____% using
Prospecting: ____% using
Video tools: ____% using

INTEGRATION GAPS:
☐ _______________
☐ _______________

AUTOMATION OPPORTUNITIES:
☐ _______________
☐ _______________

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