Tracking & attribution
Source capture, UTM consistency, and whether paid-platform data reconciles with CRM revenue.
CRM hygiene & pipeline
Duplicates, missing fields, stage definitions, aging deals, and forecast reliability.
Funnel conversion
Stage-by-stage drop-off, velocity, and where segments convert differently.
Marketing efficiency
CAC, cost per opportunity, and channel economics, paid versus organic.
Sales follow-up
Speed to lead, routing, stalled opportunities, and conversion by rep and source.
Retention & churn
Onboarding, time-to-value, cohorts, and expansion, connected back to acquisition.