What a revenue audit actually examines
A walkthrough of the nine handoffs reviewed between demand generation and closed revenue, and what a finding looks like at each one.
A revenue audit is not a website review and not a marketing critique. It follows one question through the whole system: what happens to an inquiry from the moment demand is created to the moment revenue is recognised, and where does that path break.
The nine handoffs
- Acquisition to conversion surface: does the traffic arrive somewhere built to convert it?
- Conversion to capture: is the submission stored with its source intact?
- Capture to CRM: does a structured record get created automatically?
- CRM to routing: does a rule assign an owner, or does a human do it?
- Routing to first response: is there an enforced time and an escalation path?
- First response to follow-up: does a sequence run without individual memory?
- Follow-up to booking: can the buyer schedule in one step?
- Booking to pipeline: is the opportunity staged, valued and owned?
- Pipeline to attribution: can closed revenue be traced back to its source?
What a finding looks like
A useful finding names the handoff, the observable symptom, and the specific mechanism missing. "Follow-up is inconsistent" is not a finding. "Quotes above a threshold have no sequenced follow-up and no stage exit criteria, so they age in one stage until manually reviewed" is a finding, because it implies exactly what has to be built.
Why it precedes pricing
Scope cannot be honestly priced before the architecture is known, and the architecture cannot be designed before the current path is documented. That is the entire reason the audit comes first rather than a proposal built from a discovery call.