B2B SaaS sales audit: the Revenue Engine Diagnostic
An honest, evidence-based read of your sales function in three weeks, written for the board.
Fits every stage: founder, growth, scale-up and turnaround. The natural first step.
A sales audit is an independent review of how a sales function wins, forecasts and grows, built on evidence rather than opinion. The Revenue Engine Diagnostic does it in three weeks and gives the board a findings paper of no more than ten pages, a score for each of eight areas and a 90-day plan with named owners.
When should a board commission a sales audit?
- A chief executive deciding whether to hire, replace or support a sales leader.
- A board after a missed quarter, wanting to know whether the problem is the plan, the team or the forecast.
- An investor after an acquisition or a round, wanting a baseline before committing further.
- A newly appointed CRO who wants an independent starting point to take to the board.
What does the board receive?
- A findings paper of no more than ten pages.
- A scored view of the eight areas.
- The three constraints that matter most, in plain language.
- A 90-day plan with named owners.
- A session with the board to talk the findings through.
How does the three-week diagnostic run?
Interviews with the chief executive, the sales leaders, a sample of sellers and two or three customers.
Review of CRM data, pipeline, forecast history against actuals, the compensation plan, hiring and ramp.
Findings written up, scored and presented to the board, with a plan the team can start on the following Monday.
Eight areas, each scored from 1 to 5 with evidence
- Market and ideal customer
- Offer and pricing
- Pipeline generation
- Qualification and deal method
- Forecast and operating rhythm
- Team, hiring and ramp
- Partners and channel
- Leadership and board reporting
Every engagement has a fixed scope and a fixed fee, agreed in a short written proposal before work starts. Ongoing work is paid monthly in advance. There is no hourly billing, and no work on commission or for equity alone.
A two-year sales cycle, cut to seven months. The change that mattered was dull: one qualification method, used the same way by every seller on every deal. The diagnostic starts by asking whether two sellers would score the same deal the same way.
Frequently asked questions.
What does a sales audit cover?
Eight areas, each scored from 1 to 5 with evidence: market and ideal customer, offer and pricing, pipeline generation, qualification and deal method, forecast and operating rhythm, team hiring and ramp, partners and channel, and leadership and board reporting.
How long does it take?
Three weeks: interviews in week one, data review in week two, and findings presented to the board in week three.
What information do you need?
Access to CRM data and pipeline, forecast history against actuals, the compensation plan, and hiring and ramp records, plus time with the chief executive, the sales leaders, a sample of sellers and two or three customers.
What happens after the diagnostic?
The team starts on the 90-day plan the following Monday. Some companies run it themselves; others ask me to lead it as fractional sales leadership.
Is it a fixed fee?
Yes. The scope and fee are fixed and agreed in a short written proposal before work starts.
Would it help to talk it through?
Thirty minutes on what the board has committed to and what is in the way. If this service is not the right fit, I will say so.
Or email priority@jonnyrocket.com, or connect on LinkedIn