CRM & ERP Opportunity Audit

What Is Hiding in Your Customer Data?

The CRM & ERP Opportunity Audit is a fixed-price, two-week review of what your customer data can tell your sales team today: which customers to sell to, where revenue is slipping, and what stops sales, finance and operations working from the same account. It ends with a written report and a plain go or no-go.

Most businesses trust that the CRM is behaving as it should. Where customer data is concerned, that trust needs evidence: whether the records are complete, whether the reports agree, and whether the process from quote to order holds together once it leaves the sales team.

How Much Does a CRM & ERP Opportunity Audit Cost?

The CRM & ERP Opportunity Audit is £750 + VAT, fixed, and takes two weeks. We confirm what it covers with you on a free discovery call before it starts. Beyond the data it also maps one revenue-critical process end to end, tells you what your platform's AI features would be able to read today, and names the three to five agents or automations worth building first.

It ends in a plain go or no-go: whether your CRM data can carry the reporting and AI you want now, and if it cannot, what has to be fixed first. It sets the baseline that the 90-Day CRM Improvement Programme and Your CRM Team are measured against.

There is one audit rather than a menu of overlapping reviews, because the answer to "is my data any good" is rarely useful on its own. You are under no obligation to proceed when you have your report.

What Does the Audit Assess, and What Depends on Your ERP?

The audit assesses your CRM and the way your team uses it. Within the fixed scope agreed on the discovery call, it covers:

• Your CRM data: duplicates, blanks, ownership and drift, measured field by field
• Reporting and segmentation: what your data can and cannot answer today
• One revenue-critical process mapped end to end, such as quote to order, including where it passes into your ERP
• What your platform's AI features could read today, and the automations or agents worth building first
• A written report, a ranked list of fixes and a plain go or no-go

The audit does not need access to your ERP and does not analyse ERP data. Where the mapped process passes into the ERP, the people who run it walk us through it. The audit tells you whether your systems could show which customers are buying less or are due to reorder, and what that would take. Producing that analysis from your order history is the work that follows, if you go ahead. How that plays out by sector is set out for manufacturing and engineering, wholesale and distribution and packaging and printing.

What Audits Typically Surface

Every CRM is different, but the patterns are familiar. Here's what our audits regularly uncover:

• Contact quality gaps. Core-complete records dropping to a quarter of the base, contacts with no email or phone, large blocks of records with no owner or lead status.
• Company records that look full but are not. Names populated, but missing domains, missing industries, and 40 per cent or more with zero linked contacts.
• Lifecycle stuck at the beginning. Half the base sitting at Lead, blank lifecycle stages, and lead status untracked - so outreach state is effectively invisible.
• Duplicates hiding in plain sight. Thousands of records tied up in duplicate groups: casing and suffix variants of the same company, work and personal emails captured as separate people.
• Stale open deals. Open pipeline that hasn't moved in 60+ days, inflating the forecast and hiding deals that have quietly died.
• Firmographic gaps. Missing or unusable industry, employee size, region and revenue fields - which blocks segmentation, ICP scoring and priority-based outreach.
• Marketability much smaller than it looks. A sendable base that's a fraction of the total, once opt-outs, dead addresses and free-email domains are removed.

Behind each finding is a number, a supporting example and a note on the business impact. Nothing is flagged without evidence.

See What the Report Looks Like

Every audit ends with a written report you can circulate internally: headline findings, section-by-section evidence, and a prioritised action list.

For a feel of the structure and level of detail, take a look at our illustrative sample CRM Data Health review. The company and its figures are anonymised, but the report is presented exactly as you would receive it.

Do You Need an Opportunity Audit?

If you're starting to see cracks appear in data consistency, usage and reporting details, an audit will reassure you about the health of your CRM and help you identify areas to fix.

Here's when an audit can be invaluable:

• When your teams are using a CRM, but there's no clear ownership of the platform and data consistency is at risk.
• When you're considering a platform rebuild, data migration or introducing new automation.
• When you know you need to clean your data and want to make sure your platform is fit for purpose.
• When you've noticed issues and want to avoid serious problems that could require data rescue support.
• When you're considering data enrichment or additional data integration processes and want reassurance that you're investing in a sound CRM.

Get a Head Start with the Workbook

Before we start, our free Customer Data Clarity Workbook walks through twelve questions your business should be able to answer - the same signals we look for in an audit. Work through the PDF, or the interactive version.

The audit builds on what you already know. Your team's suspicions and observations point us to the right places to verify against your actual data. If you've completed the workbook, we start faster and dig deeper.

What You Get, and What You Owe

We report what we find. If your CRM is healthy and doesn't need attention, we'll say so. You can proceed with confidence, knowing your data management is in good shape.

If we discover the need for action, whether that's a quick fix or more significant attention, we'll include this in our report. You're under no obligation to proceed with us on your next steps.

Book a discovery call to talk it through, or get in touch if you have a question first.