Walk through each section and check off the items your team has in place. This audit helps you identify gaps in your lead quality process.

Lead Source Quality

You can identify the top 3 sources by lead volumeYou track cost per lead by source (not just blended)You know which sources produce the highest conversion rateYou have removed or paused at least one underperforming source in the last 90 daysYou validate that lead sources comply with your consent and data collection policies

Data Integrity

All leads include a valid email address at point of capturePhone numbers are validated or formatted consistentlyDuplicate leads are flagged or merged before entering your CRMYou have a process for identifying and removing bot or junk submissionsLead data is enriched with firmographic or demographic fields before routing

Lead Scoring & Routing

You have a documented lead scoring modelYour scoring model has been updated in the last 6 monthsHigh-intent leads are routed to sales within 5 minutesLead scores correlate with actual close rates (validated with data)Sales reps have visibility into how and why each lead was scored

Measurement & Reporting

You measure cost per revenue dollar (CPR), not just cost per leadYou can tie marketing spend to closed revenue by campaignReporting is shared cross-functionally (marketing + sales + leadership)You review lead quality metrics at least monthlyYou have a dashboard that shows lead quality trends over time

Lead Quality Audit Checklist

Lead Source Quality

Data Integrity

Lead Scoring & Routing

Measurement & Reporting

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