Systems and examples
Current pages, forms, CRM stages, reports, routing rules, follow-up examples and source definitions.
Primary buying path / diagnose before building
Find where attention stops becoming revenue.
Tony maps the handoffs between marketing, lead capture, response, qualification, follow-up, opportunity and revenue—then turns the most expensive gaps into an evidence-backed action plan.
Attention → Lead → Response → Qualification → Follow Up → Opportunity → Revenue
One operating map. Seven accountable handoffs.
The audit records what happens today, which source proves it, who owns the next decision, and what remains unknown. Missing data stays unknown; it is never converted into a flattering zero.
| Stage | Question | Evidence inspected | Typical output |
|---|---|---|---|
| Attention | Which market and message produce relevant interest? | Search, campaigns, referrals, content, service and location paths. | Source map and message gaps. |
| Lead | Can a serious buyer enter through a clear path? | Calls, texts, forms, estimators, required fields, privacy and spam controls. | Intake and attribution backlog. |
| Response | Who owns the inquiry and when is a response due? | Routing rules, inboxes, CRM records, acknowledgement and response timestamps. | Owner and response standard. |
| Qualification | What makes an opportunity worth the next step? | Fit criteria, service area, timing, budget, decision process and exceptions. | Human-approved qualification rules. |
| Follow Up | Does every qualified record retain one next action? | Tasks, drafts, attempts, estimate follow-up, stalled and reactivation rules. | Follow-up rhythm and approval points. |
| Opportunity | Can leaders see stage, value, risk and the next decision? | Pipeline stages, owners, due dates, source confidence and data quality. | Pipeline definitions and cleanup plan. |
| Revenue | Can won work be connected back to its source? | Won/lost outcomes, revenue fields, spend, estimates and source history. | Measurement plan with known limitations. |
Decision-ready deliverables
Leave with the smallest useful build.
The audit can cover one broken handoff or the full path. Scope is confirmed before access is granted.
- Leak mapVisible handoffs, missing owners, stale stages and source gaps.
- BaselineKnown metrics, unknown fields, evidence quality and measurement limits.
- Control planWhat can automate, what AI may prepare, and what a person approves.
- Priority releaseA sequenced action plan with owner, acceptance test and next improvement.
Claim boundary: an audit does not guarantee leads, ranking, pipeline or revenue. It establishes the evidence, ownership and measurement required to improve one defined bottleneck.
Best fit
Bring the real workflow—not a cleaned-up presentation.
The strongest starting point is one accountable decision-maker, one costly handoff, and permission to inspect the records that actually drive the work.
Access and customer data
Use the minimum data required. Credentials stay in client-controlled accounts; public demos never use customer records.
Owner and acceptance test
Name the person who can approve the change and the evidence that will show whether the release works.