“We spend thousands a month on mail, cold calling and PPC. Which of it is actually working?”
It’s a fair question, and the CRM should answer it in under a minute. Usually it can’t, and not because anyone did anything wrong. Teams grow, people add a field here and a Zap there, and two years later the numbers on the dashboard are slightly off and nobody is quite sure why.
I’ve spent the last two years building and running the Salesforce system behind a home-buying company in Ohio, from the first call on a marketing number to the closing table. This audit is the checklist I wish someone had handed me on day one.