6 Steps to Conducting a Sales Audit

Category: Business Growth and Sales

Written by: Kade Wilcox

Posted on: August 14, 2018

We’re well on our way through the final quarter of the year. While it’s an important time for finishing strong, it’s also when you need to begin creating goals and strategies for the year ahead. One way to make sure your business has a good chance of meeting their goals for the new year is by conducting a sales audit for your business.

Your growth team plays an important role in growing your business. Without the acquisition of new customers, your business will become stagnant. A sales audit allows you to evaluate how your sales team is performing, and determine what you need in order to meet the goals you have for your business.

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What is a Sales Audit?

While the term sales audit might sound complex, it’s actually very straightforward. It’s where you sit down with your marketing and sales teams and evaluate the components that make up your sales cycle or process. This allows you to see what is in tune, where you might have gaps you need to fill, and what needs to change in order to reach your goals.


It’s important to stress that this audit needs to be done with both your marketing and sales teams. While this is not an audit of your marketing efforts, both teams need to be involved because of the close knit relationship between your sales and marketing teams that must exist for growth to occur.

6 Components of Conducting a Sales Audit

When you begin this sales audit, there are six different components you’ll want to evaluate. As you look at each of these components, you’ll want to keep your sales goals for the past year in mind. They serve as a benchmark or guide as you’re looking at each of these components. If you aren’t on track to meet these goals, what needs to change? What would have helped you succeed? If you are on track to meet these goals, take a good look at what is working and see if there is a way to replicate it.

  1. Evaluate your sales process or road map. What process do you want leads to follow as they go from being a visitor to a customer? Does your current process leave gaps where customers fall through the cracks?
  2. Review your existing tools and assets. Does your sales team have the tools they need to succeed? There are certain tools your team needs in order to successfully move leads through the sales pipeline to become customers. This includes a CRM that allows you to manage your website, lead generation, communication, and analytics all in one place. Making sure your team is equipped to do their job makes it more likely that your business will hit its goals for growth in the year ahead.
  3. Review your existing content and resources. Your sales team will often need resources to share with prospects that help them as they decide whether or not to choose your business. These resources can be content offers like ebooks or white papers, case studies or comparisons, or product demonstrations. You want to make sure that these resources are on hand and available whenever a salesperson might need them.
  4. Determine the quality of your current leads. As you look at the leads your sales team has worked with this past year, how would you rate the quality of those leads? Are prospects being handed from marketing to sales too soon? Is it taking sales too long to contact people who are already eager to buy from you? What do marketing and sales need to do in order to be sure a lead is qualified for sales?
  5. Assess your current reporting. The more data your sales team has to work with, the more accurate and successful their efforts will be. Do you have the tools you need to provide sales (and marketing) with robust reports and analytics that help them know your leads inside and out?
  6. Evaluate your sales synergy. Your sales team is not on an island. Instead, they should have a close working relationship with company leadership and your marketing team. Work with your marketing and sales to see what needs to be put in place to make these relationships as strong as possible. Do you need more regular meetings? A different plan for regular communication? Once you know what will help create a better synergy between these teams, make a plan to put it in place.

Conducting a sales audit is an important step in positioning your company for success and growth. Evaluating your performance from the past year and taking a close look at the different components of your current sales cycle will help you determine what your team needs to meet your goals.

Our experience with our own business and with our clients has given us the tools and knowledge to help businesses conduct sales audits. If you’re interested in learning more about this service, we’d love to set up a time to meet with you and learn about your business, and help you develop a plan for growth in the year ahead. Click the image below to learn more!

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