Start with these five checks.
- Verify the lead-to-opportunity definition and exclusions.
- Measure unassigned, untouched and late-response leads.
- Compare conversion by source, segment, intent and campaign promise.
- Inspect routing errors and ownership changes.
- Read a sample of converted and lost lead interactions.
Ask for only what can change the answer.
- Lead eventsCapture, routing and status history
- Source contextCampaign, keyword, referral and intent
- IdentityCompany, role, region and segment
- ActivityCalls, emails, meetings and delays
- QualificationCriteria, score and rejection reason
- OutcomeOpportunity, revenue and disqualification
Test one reversible move.
Choose one high-volume source and replay a corrected routing or response-time rule on four to eight weeks of leads. Review every changed decision, then run the rule in shadow mode for one week. Promote it only if eligible-lead conversion improves without increasing low-quality opportunities or sales workload beyond the agreed limit.
A decision your team can use.
- 01A lead-flow loss map
- 02Source-normalized conversion
- 03A supported first intervention
- 04A shadow-mode test design
Common questions.
Is lead scoring the first fix?
Usually not. Confirm capture, routing, response and qualification failures before adding a model.
What is a good lead response time?
Use your own conversion curve by intent and segment; one universal target can misallocate effort.
How should rejected leads be analyzed?
Keep explicit reasons and review samples. A single disqualified status hides routing, eligibility and data-quality failures.