Sales Department Audit: Process, CRM and Team

A sales department audit shows why the sales plan is not met: we check the funnel and CRM data, call recordings, scripts, offers, motivation and hiring, and give a report with bottlenecks and a change plan you can start on right away.

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In short

Useful when the plan is missed, deals fall through, strong managers leave or the owner closes deals personally.
We look at people, processes and numbers: CRM funnel, calls, scripts, offers, motivation.
The result is a report with bottlenecks, priorities and a change plan.
In our experience an audit of a department with several managers takes 1–3 weeks.
CRM setup, scripts and training after the audit can be done by the same team.

What the audit covers

Funnel and CRM. Stages, conversion between them, lost deal reasons, data completeness in KeyCRM, HubSpot, Pipedrive or another CRM.
Calls and chats. Recordings and messenger chats scored against a checklist.
Scripts and offers. Scripts, commercial proposals and follow-up emails.
Team. Roles, workload, skills and interviews with managers.
Motivation. Salary and bonus system, KPIs and how they affect behaviour.
Hiring and onboarding. How managers are hired, trained and brought to the plan.
Leads. Sources, quality and speed of response to new requests.
Reporting. What the owner and head of sales see and how decisions are made.

Signs that you need an audit

The sales plan is missed for several months in a row. Leads come in, but conversion to payment falls. Good managers leave and new ones take months to reach the plan. The owner or head of sales closes the largest deals personally. Nobody can say from the CRM why deals are lost. Any two of these signs are enough to start with an audit.

What the report looks like

The report starts with a one-page summary for the owner: the three to five main problems, what each costs in lost deals, and what to do first. Then come the details by area: funnel, calls, scripts, motivation, hiring and reporting, with data and examples. The last part is a change plan with owners and dates for each action. We present the report on a call and answer questions from the owner and the head of sales.

How the audit goes

Interviews. Owner, head of sales and managers.
Data. CRM, funnel, leads and reports.
Calls and documents. Recordings, scripts, offers.
Findings. Bottlenecks and their cost.
Change plan. Report, priorities and next steps.

Sales Department Audit process: interviews, data, calls and documents, findings, change plan — How the audit goes

How long does a sales audit take?

In our experience an audit of a department with several managers usually takes 1–3 weeks. The term depends on the number of managers and funnels, the volume of recordings and CRM data, and how quickly we get access and interview time.

Implementing the changes is planned separately, usually in stages over the following months.

What affects the cost

We quote after the first meeting. The price depends on:

size of the department and number of funnels;
number of sales channels;
volume of recordings and data;
whether we also implement the changes.

What we need from you

Access to the CRM and call recordings.
Sales plans and results for recent months.
Current scripts, offers and motivation scheme.
Time for interviews with the owner, head of sales and managers.

What you get and how we measure it

The report ties each finding to numbers:

conversion at each funnel stage and where deals are lost;
response time to new leads;
call quality scores per manager;
a change plan with priorities and expected effect.

Why an outside audit

An internal review usually misses the causes:

managers tell their boss what he wants to hear;
CRM data is incomplete and nobody notices;
the motivation scheme rewards the wrong actions;
findings are not written down and nothing changes.

Working with a Kyiv team remotely

We work remotely with companies in the UK, the EU and North America: video calls, email, Telegram or WhatsApp, and shared documents for plans and reports. Kyiv is on UTC+2 (UTC+3 in summer), so our working day covers most of the UK and EU business day and the morning on the US East Coast. You get one project manager who is responsible for the timeline.

Why clients trust us

More than 10 years in digital. Marketing MIX has been building websites and running marketing for over a decade, with the portfolio to show for it.
Clients outside Ukraine. Our portfolio includes projects for KidSup and Cookiddoo in Canada and MBSoy, an architectural studio in Finland.
One team for the whole chain. Strategy, website, SEO, ads and analytics sit with one team, so nothing gets lost between contractors.
A registered, verifiable company. Our DUNS number is 68-606-2061 and our NCAGE code is A3G3J; both can be checked in the Dun & Bradstreet and NATO NCAGE databases.
A real office in Kyiv. The studio is at 77 Velyka Vasylkivska St., Kyiv, and works remotely with clients in Ukraine and abroad.