Audit a lead generation agency using business outcomes
An agency report can show impressions and leads while leaving the commercial value unclear. A practical audit asks how targeting, lead quality, sales feedback and total cost connect.
Review the complete lead chain
Request clear definitions, source data and attribution boundaries. Compare leads with CRM qualification, duplicates and completed sales. Check who owns accounts, creative assets and reporting access. Discuss changes with evidence rather than assuming every lost sale is either an agency problem or a sales problem.
A worked example
A founder discovers an agency counts duplicate forms as new leads. A shared definition and deduplicated CRM report make the next review more useful than debating the headline total.
Illustrative scenario; this is not a claim about an actual Conxn client or guaranteed results.
Your action checklist
- Agree metric definitions in writing
- Reconcile campaign and CRM records
- Review qualified pipeline and total spend
Should an agency guarantee revenue?
Be cautious about broad guarantees. Results depend on offer, demand, sales and delivery. Prefer transparent scope, measurable work and explicit assumptions.
AI-assisted editorial guide for practical business planning. Adapt the framework to your context and seek qualified advice for material financial, legal, employment or contractual decisions.