Where your leads go cold, scored and priced in rand.
We look at your real numbers, your CRM and, where possible, 5 to 10 call recordings. Each of the seven areas below is scored from 1 (critical leak) to 5 (best practice), and every score comes with the evidence behind it.
The seven areas
Open an area to see exactly what we check, and what 1, 3 and 5 look like.
01Lead sources
Cost per lead, quality and tracking by source.
| What we check | 1 · critical leak | 3 · basic | 5 · best practice |
|---|---|---|---|
| Cost per lead known per source | No idea what a lead costs | Rough blended figure only | CPL per source, per month, from real spend |
| Source recorded on every lead | Source not captured | Captured on some leads | Every lead tagged with source and campaign |
| Cost per sale known per source | Not measured | Owner's estimate | Measured from CRM sales data |
| Lead quality reviewed | Never reviewed | Anecdotal complaints from reps | Disqualification reasons tracked and fed back to the lead supplier or ad buyer |
02Speed to lead
How long until first contact, measured against under 5 minutes.
| What we check | 1 · critical leak | 3 · basic | 5 · best practice |
|---|---|---|---|
| Median time to first contact | More than 24 hours | 30-60 minutes | Under 5 minutes |
| After-hours and weekend coverage | Leads wait until next working day | Someone checks occasionally | Instant auto-reply plus first call next opening, or covered shifts |
| Lead routing and alerts | Shared inbox or spreadsheet, picked up manually | Assigned by a manager | Auto-assigned with instant alert to the rep |
| Response time is measured | Not measured | Spot checks | Tracked per rep and reviewed weekly |
03Follow-up
Number of attempts, channels (call, WhatsApp, email) and spacing.
| What we check | 1 · critical leak | 3 · basic | 5 · best practice |
|---|---|---|---|
| Attempts before a lead is dropped | 1-2 attempts | 3-5 attempts | 6+ attempts over at least 2 weeks |
| Channels used | One channel (calls only) | Two channels, not coordinated | Call, WhatsApp and email in a planned sequence |
| Written cadence (what happens on which day) | None; up to each rep | Informal habit | Documented and followed by all reps |
| Not-ready leads nurtured | Dropped | Occasional manual check-ins | Automated nurture with a re-engage trigger |
04Sales conversations
Script, objection handling and call quality, from 5 to 10 recordings where possible.
| What we check | 1 · critical leak | 3 · basic | 5 · best practice |
|---|---|---|---|
| Call structure / script | None | Exists but not used consistently | Used and refined from results |
| Objection handling | Each rep improvises | Some common answers shared | Documented answers to the top objections, practised |
| Call recordings reviewed and coached | No recordings | Recorded but rarely reviewed | Reviewed weekly with coaching |
| Conversion by stage known (contact > appointment > sale) | Unknown | Overall close rate only | Known per stage and per rep |
05CRM and data hygiene
Whether your pipeline data can be trusted to make decisions.
| What we check | 1 · critical leak | 3 · basic | 5 · best practice |
|---|---|---|---|
| One system used by every rep | Spreadsheets, notebooks, WhatsApp chats | CRM exists, partly used | One CRM, used by everyone |
| Statuses and notes kept current | Mostly blank or out of date | Patchy | Updated after every touch |
| Duplicates and invalid numbers | Common, never cleaned | Cleaned occasionally | Prevented at entry and cleaned regularly |
| Management trusts the pipeline report | No report | Report exists, not trusted | Report used in weekly decisions |
06Dead database
Leads you paid for that were never recontacted, and what they're worth.
| What we check | 1 · critical leak | 3 · basic | 5 · best practice |
|---|---|---|---|
| Size and age of old leads known | Unknown | Rough guess | Exact count by age band |
| Segmented (age, reason lost, product) | Not segmented | Partly | Segmented and ready to target |
| Recontacted in the last 6 months | Never | One-off blast | Planned recontact programme |
| Revival offer / process exists | None | Ad hoc | Defined offer, script and tracking |
07POPIA compliance and opt-outs
Consent records, opt-out handling and how you contact people.
| What we check | 1 · critical leak | 3 · basic | 5 · best practice |
|---|---|---|---|
| Consent captured with source and date | Not captured | Captured for some sources | Captured and stored for every lead |
| Opt-outs honoured across all channels | No opt-out list | List exists, not shared across channels | Central do-not-contact list applied before every campaign |
| Proof of consent for bought leads | None requested from suppliers | Supplier says it is compliant | Written proof held per supplier |
| Information Officer and data access controls | No one responsible | Named but not registered / no controls | Registered Information Officer, access limited by role |
Stack review
Every tool you run (lead capture, lead suppliers / aggregators, crm, dialler / telephony, call recording, whatsapp, email and more), how well it’s used, and a small add-on that improves it without replacing anything.
A report you can act on Monday.
- A score for each of the 7 areas, with evidence
- Your top 3 leaks, ranked by what they cost
- The rand value lost per year: a cautious figure and a range, with every input shown
- What your dead database is worth, counting only leads you may legally contact
- A 30-day fix plan, in order of impact
- The stack review, and a recommended next step
About two hours of your team’s time.
- A short intake form about your team, lead sources and tools
- Read access to your CRM or lead sheet, or an export
- Lead spend and sales for the last one to three months
- 5 to 10 call recordings, if you record calls
- Your consent and opt-out records
Your data is used only for the audit, never to contact your customers, and deleted or returned when the work ends. See the privacy notice.
Before you book
Who is the audit for?
Owners, MDs and sales heads at South African businesses with 5 or more salespeople and a steady flow of leads, especially if you buy them: timeshare and holiday clubs, insurance and funeral cover, finance and loans, solar and home improvement, and call-centre lead generation.
How is the rand figure worked out?
From your own numbers: leads per month, conversion, sale value, how fast leads are contacted and how often they’re followed up. The assumptions are conservative and shown in the report, and we lead with the cautious case. It’s an estimate, never a promise.
Do we have to change our CRM or dialler?
No. The plan works with what you run. We only suggest replacing a tool if it blocks a fix, and we say why.
What if the audit finds nothing worth fixing?
Then you’ll hear that on the free call, before you pay. If we can’t show a loss worth more than the fee, we’ll say so.
Can you fix what the audit finds?
Yes, if you want help. The report stands on its own, and putting the 30-day plan in place with you is a separate, optional piece of work.
Is this legal advice on POPIA?
No. The POPIA part is a practical checklist of consent, opt-outs and access. Confirm anything material with your legal adviser.
See whether an audit is worth it for you.
The free 15-minute pipeline review comes first.