Sample deliverable

CRM workflow audit and follow-up map.

This sample shows a compact audit format for a service business that needs cleaner pipeline stages, tags, follow-up timing, and messages.

Pipeline

Recommended stages.

New lead: received but not qualified
Qualified: need, timing, location, and budget confirmed
Estimate sent: quote delivered and follow-up timer started
Scheduled: appointment or job confirmed
Invoice open: work complete and payment pending
Won/lost: closed with reason captured

Lead context.

source-google, source-referral, source-facebook, source-website
priority-urgent, priority-this-week, priority-price-shopping
job-repair, job-install, job-recurring, job-cleanup
status-no-response, status-needs-estimate, status-ready-to-book

Follow-up timing

Where leads usually stall.

New lead: first 15 minutes

Send a short reply that confirms the service, asks one clarifying question, and gives the next step. Goal: prevent the lead from contacting three more providers.

Estimate sent: day 1

Confirm the estimate arrived, restate the outcome, and offer two scheduling options. Goal: create a specific next action instead of asking for a vague update.

No response: day 3

Ask whether the timing, scope, or price needs adjustment. Goal: surface the real objection before marking the lead cold.

Invoice open: day 7

Include invoice number, amount, payment link, and one line asking the client to reply if anything needs correction.

QA checklist

What to test after build.

A new inquiry creates one lead with the right source tag
A sent estimate starts the day-1 and day-3 follow-up timers
A booked job stops sales follow-ups
A paid invoice stops invoice reminders
A no-response lead is reviewed before being marked lost