Lead sources
- Do you know where each lead came from?
- Are website forms, calls, WhatsApp and referrals captured in one place?
- Can the team separate high-intent enquiries from low-fit messages?
Pipeline stages
- Can everyone explain the stages using the same words?
- Is there a clear owner at each stage?
- Do stale leads become visible automatically?
Follow-up rules
- Is there a standard response time?
- Are reminders tied to next actions, not just dates?
- Can managers see missed follow-ups without asking the team manually?
Reporting
At minimum, a CRM should show new leads, qualified leads, owner workload, conversion by source, proposal value and reasons for lost deals.
If these answers are unclear, start with process cleanup before building a custom CRM. If the answers are clear but the tools are scattered, a CRM build is probably worth scoping.