1. Data Hygiene & Integrity CRITICAL

Empty Fields: Are >20% of active CRM contacts missing email addresses or job titles? Duplication: Are there duplicate Company or Contact records for top 50 accounts? Stale Data: Is 'Last Activity Date' > 90 days for "Open" opportunities?

2. Tool Redundancy (The "Fat") FINANCIAL

Double Dipping: Do you pay for two tools that send emails (e.g., Mailchimp + Outreach)? Zombie Seats: Are there paid licenses for users who haven't logged in for 30 days? Feature Overlap: Do you pay for Zoom Info but also have Apollo credits unused?

3. Automation Gaps (Speed) VELOCITY

Manual Entry: Does a human manually copy/paste lead data between browser tabs? Lead Lag: Does sales wait >5 minutes to be notified of a new high-intent inbound lead?

4. Lead Routing Logic FLOW

Black Hole: Are leads from any source (e.g., Webinar) landing in a generic "Unassigned" queue? Round Robin Fail: Is distribution equitable, or are "cherry-picked" leads bypassing the system?

5. Enrichment Strategy INTELLIGENCE

Blind Outreach: Are reps researching prospect LinkedIn profiles manually before every email? Missing Context: Do you lack firmographic data (Revenue, Employee Count) on >50% of inbound leads?

6. Reporting & Attribution VISIBILITY

Source Truth: Is "Direct / None" your top lead source in reporting? (Indicates broken tracking). Spreadsheet Hell: Is the CEO's dashboard manually updated in Excel once a week?

7. Nurture & Retention LIFECYCLE

Ghosting: Do closed-lost leads sit in the CRM for 6 months without a single touchpoint? Onboarding Gap: Is the handoff from Sales to CS purely manual (email intro)?

8. Compliance & Security RISK

PII Leakage: Are employees pasting customer emails into free/public ChatGPT accounts? Access Control: Do former employees still have active API keys or logins?

9. AI Readiness FUTURE

Knowledge Base: Is your company knowledge (docs, wikis) unstructured and impossible for an AI to read? Prompt Library: Is there zero standardization on how your team prompts AI tools?

10. Content Velocity SCALE

Bottleneck: Is marketing waiting >3 days for copy approval on simple assets? Repurposing: Do webinars happen once and never get turned into blogs/social clips?

Revenue Stack Audit Checklist