Sales Audit Essentials: Optimize Processes and Systems

Even the best organizational leaders occasionally ask themselves whether their sales team is achieving the best outcomes they can. Even when revenue numbers are on target, inefficiencies and missed opportunities can still be hiding in plain sight.

A sales audit is the best way to determine if your team is operating at its highest level.

The sales audit process is a comprehensive analysis of your sales operations, team performance, technology stack, and other key aspects. It’s an opportunity to see what’s working, what isn’t, and areas of improvement that will transform your sales department into a well-oiled machine.

In this post, we’ll discuss sales audits and share best practices for implementing the recommendations.

Types of sales audits

Most companies audit their revenue at least once a year. But a detailed sales audit goes much further by including several audit types.

A sales process audit is a comprehensive review of your team’s day-to-day activities. An operations audit touches on everything from lead qualification and the sales funnel to closing techniques. This reveals how effective your process is, which is critical to consistent sales performance.

A process audit reveals whether salespeople are spending too much time on unqualified leads and identifies the key elements missing in the post-sale stage.

Performance audits focus on assessing and comparing outcomes to existing benchmarks and objectives. Examples of outcomes are conversion rates, average deal size and sales cycle time. This type of audit helps managers understand which team members need additional support and which strategies deliver the best results.

Technology audits provide sales management with an opportunity to determine whether the tools they are using are still adequate or if it’s time to add or replace any. Tech stack reviews include the firm’s CRM requirements, automation platforms, and other technical assets. This assessment can help you discover features you’re not using to their full potential or others that may enhance overall productivity.

Compliance audits keep your business practices in line with internal and external regulatory guidelines. These reviews are even more critical for highly regulated industries, such as financial services and healthcare. Documentation reviews, contracts, and customer engagement records are included to help your company stay compliant with regulations, rules, and standards.

Customer experience audits allow teams to evaluate the sales process from the buyer’s perspective. A CX audit includes everything from customer service interactions and communication to the customer journey. The findings from these audits help sales teams address major points of friction that might cause prospects to fall out of the pipeline.

Each of these audits has a distinct purpose. However, organizations will find value in conducting all of them throughout the year.

How often should a company conduct a sales audit?

Most organizations will benefit from conducting a sales audit at least once a year. This includes assessing performance, technology tools, and sales strategies. However, more frequent audits—perhaps quarterly—is a better routine for businesses in rapidly changing markets or when significant changes occur within the sales team.

Hiring a third-party sales auditor

A comprehensive sales audit is a major project, but well worth the time and money invested. However, you must remain unbiased to identify inefficiencies, eliminate waste, and realign sales efforts with the company’s goals.

Some organizations struggle to remain objective, which is why they may hire a third-party auditor.

Identifying goals and objectives

Defined goals are essential for a successful sales audit. Here are some examples of goals:

• Improve performance: The definition of performance can be vague, but it could be related to processes, strategies, or team skills. Examples of performance goals include increasing lead generation, sales volume, win rates, and overall revenue.

• Optimize profit margins: A sales audit typically includes a gap analysis that examines the costs associated with acquiring and serving customers. A company can improve profitability by cutting unnecessary expenses or streamlining customer service processes. Revising the pricing structure may also be included.

• Higher customer satisfaction ratings: A sales operations audit often reveals to teams how to enhance customer interactions throughout the buying journey. There is a correlation between customer experience optimization and higher satisfaction ratings.

If you need a goal-setting framework, the SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) approach is a good one that provides clear direction for both the audit and the post-audit action plan.

Preparing for your sales audit

Proper preparation for an audit is half the battle. Here’s how to get ready:

Gathering documents and data

An accurate sales audit depends on having access to a wide range of information. For instance, you’ll need detailed sales reports from the last year to capture the highs and lows of revenue streams, customer feedback, and customer acquisition statistics. Performance reviews also play an important role because they offer insights into individual and team contributions.

Involving key sales team members

A successful audit requires the collective effort of managers, staff, and customers to gauge how well the sales process works. A diverse team that is involved in the process helps auditors get contrasting viewpoints. Various perspectives can also make it easier to develop a well-rounded strategy.

Conducting the sales audit

With all the prep work done, you’re ready to start the audit. In this section, we’ll go over each step.

Sales process audit

Process analysis asks this question:

Are your sales processes optimized for peak performance?

In this step, you are looking for any bottlenecks that may be extending the sales cycle, as well as any unnecessary steps in the sales process. The sales funnel provides a structure for this analysis. Here’s how to audit each stage:

Lead generation and qualification
Every salesperson knows that there is a night-and-day difference between a lead and a quality lead.
Ask: Where are your leads coming from? Are they the right fit? How much time is your team spending on leads that will never convert?

Consider:

• Revising your lead scoring system based on data.

• Standardize your definition of “qualified” so there’s no confusion between the marketing and sales teams.

• Use automation for low-value opportunities, allowing sales reps to concentrate on the most profitable ones.

Outreach and first contact
You’ve got their name and email. Now what?

The first touch grabs their attention or loses it.

What to assess:

• Email open rates and call return rates

• Are your scripts or pitch decks up to date?

Consider:

• Eliminating generic scripts and testing new approaches. Track responses.

• Speak to pain points and benefits, not products or features.

• Make sure your timeframe for contact aligns with the prospect’s needs.

Discovery conversations

The goal in discovery is to understand the buyer’s problems and how you can help them.

• Train your team to lead the conversation.

• Review recorded calls and coach reps using real examples.

• Ensure that discovery questions are directly tied to your future proposal.

Proposals and recommendations

• Is your solution tailored to the buyer’s needs?

• How long does it take to send a proposal?

• Does it address what the client needs or wants?

To improve:

• Create proposal templates that are easy to assemble yet flexible.

• Focus on how your solution solves their specific problem.

• Lead the process.

Negotiation and closing

This is where many deals stall. Not because of price or service, but because of uncertainty.

• What objections keep coming up?

• Where do deals slow down internally?

• Do reps know what to do when they encounter legitimate objections?

What helps:

• Create clear guides for pricing, approvals, and objection handling.

• Track where deals stall in the pipeline. What can you do to reduce the friction for these potential sales?

• Use timelines and next steps to avoid vague follow-ups.

Handoff and onboarding

This is where you must deliver on the promises you made. If there’s a gap, churn rate goes up.

Consider:

• Documenting what was sold and what was promised.

• Set expectations early and communicate often.

• Use early onboarding feedback to correct any misalignment before it becomes a problem.

Most of the time, corrections are small adjustments that, over time, create a smoother path from lead to close.

Analyzing performance metrics

Analyzing the data and other information you collected before the audit will help you find trends that might go unnoticed. For example, you may discover that your top-performing products or services have changed or you may find low-hanging fruit that are opportunities to boost revenue.

Reviewing performance will help you learn more about the current marketplace environment too. This step of the sales audit provides insights that will help your team adjust its approach, remain competitive, and capitalize on market dynamics.

Evaluating sales team skills and efficiencies

Even the most well-trained sales teams can fall behind. That’s why it’s crucial to assess each team member’s skills and abilities. In doing so, you’ll discover gaps in training and whether the team has access to the right tools and support they need to succeed.

The role of technology in a sales operations audit

Sales technologies have become essential for all types of businesses. Organizations should evaluate their customer relationship management platform (CRM system), advanced data analytics tools used for market research, and other technologies to make sure they are still relevant to the sales strategy.

Evaluating communication

The marketing and sales teams should work together to achieve a common goal—driving revenue. However, these departments often operate in silos or have different priorities.

As part of the sales audit, you’ll evaluate communication between the marketing and sales teams to make sure both understand how they contribute to overall business objectives. Regular joint meetings where teams can share feedback and discuss strategies create a collaborative environment that improves performance and efficiency.

Companies should have key performance indicators (KPIs) in place related to sales-qualified leads generated from the marketing strategy and the conversion rate of these leads. Both teams should provide feedback to each other to optimize performance. Examples of feedback are lead quality, target market insights, and prospective customer objections.

How to improve marketing and sales alignment

Unfortunately, there will be times when getting marketing and sales teams on the same page will take more than holding a few meetings. When this is the case, there are a few techniques companies can use to improve alignment.

Lead scoring systems are one example. Scoring helps standardize and prioritize leads based on their engagement, profitability, and conversion probability. Having a system like this in place helps both teams focus on the most promising prospects.

Shared CRM fields enable a seamless exchange of information between teams. Teams can use a CRM to stay current on customer interactions, preferences, and conversion potential. It’s also important to establish joint objectives and reward systems that will motivate both teams to work together.

A brand style guide can also keep messaging and joint content creation consistent across all stages of the buyer’s journey.

Developing an action plan

Once you’ve completed the audit, it’s time to turn the insights into a roadmap for change.

Prioritizing key areas for immediate action

Not every finding from your audit will result in immediate action. Prioritize actions based on their potential impact on your business goals. Consider both the short-term and long-term benefits when weighing them against the resources required for implementation. This is a strategic approach that enables you to focus on what will have the greatest impact in the shortest amount of time.

Setting realistic timelines and milestones

Realistic deadlines are also critical. Often, businesses try to do too much at once. After a while, they develop fatigue and give up on implementation altogether.

In other cases, just the opposite occurs—companies delay implementation because they’re concerned it will divert attention away from day-to-day productivity. But if they put implementation off too long, they usually lose momentum and never follow through.

Find a pace of implementation that works well for the resources you have at your disposal.

Implementing changes

Implementation is where the rubber meets the road. It takes place in several phases.

Integrating new processes and tools

Integrating new processes and tools into your operations keeps your company well-equipped and productive, even as changes occur.

For example, you may put a new CRM system in place that integrates marketing and sales data and use it to create reporting dashboards or develop processes for lead hand-off between teams. Regardless, it’s vital to plan how each team will adapt as changes are instituted throughout the company.

Aligning messaging and target audience

A sales audit is an opportunity to make sure marketing campaigns line up with the messaging used by sales representatives. The marketing team can work with reps during the audit to understand selling points and incorporate them into their campaigns.

Setting clear communication guidelines

Establishing clear communication guidelines is necessary for cross-departmental communication. The results of an audit will show companies how to establish regular meeting schedules, communication channels, and designated contact points for each team. As part of this step, you can set expectations for response times and provide clear guidelines on escalating urgent matters.

Training and supporting your sales team

Ongoing training and support ensure your sales staff has the knowledge and confidence they need to implement and execute new strategies. Training may include targeted programs that address skill gaps. You also want to be sure your teams understand new sales enablement processes and new tools.

Monitoring progress and results

After the implementation phase, the final step of your sales audit is to monitor and refine.

Establishing key performance indicators (KPIs)

Key Performance Indicators (KPIs) are the metrics used to gauge the success of your audit. KPIs vary, depending on the specific audit goals. Examples are conversion rates, average deal size, or lead response times.

Tracking too many KPIs can overwhelm your teams and create confusion. But it’s a good idea to have at least one for each aspect of your action so you can determine how well any new implementations are working.

Review meetings and adjustments

Regular meetings to review progress keep the team accountable and promote a culture of continuous improvement. Reviews give teams an opportunity to make real-time adjustments based on performance data and feedback.

A unique sales audit methodology

At The Brand Auditors, we understand that a standard sales auditing process isn’t adequate for companies that want to optimize their full potential.

That’s why we have developed a comprehensive audit approach. Our process has been revised again and again to ensure that we deliver the best results possible.

We don’t just show you the problems, we help you develop a step-by-step plan to solve them. Our audit strategies are customized for your business to empower you with the most effective methods to attain sustained success.

Connect with a strategist to learn more.