Lead leakage analysis · Sales
Find out where paid enquiries stop reaching your sales team.
Your advertisements generate enquiries, but your sales team cannot account for them all. An IndiaMART enquiry stays in the seller panel. A website form reaches an unattended mailbox. A buyer calls about a machine, gets no answer, and never appears in the customer relationship management (CRM) system.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
Lead leakage analysis measures where enquiries go missing between arriving and becoming an order, separating missed handoffs from genuine buying decisions. GullySales maps your enquiry routes, puts counting in place where records are missing, tests the handoffs, and measures live enquiries over an agreed period before delivering an evidence-backed list of fixes.
More advertising will not repair those gaps. Lead leakage analysis follows enquiries through your actual sales process, including the point where marketing hands responsibility to sales. It checks what arrived, who received it, and what happened next.
A buyer who received a quotation and chose another supplier is not automatically a leaked lead. An enquiry nobody received, owned, or followed up needs a different response. The analysis separates those situations before recommending changes.
Who it is for
This is written for you if these sound familiar.
- Manufacturers whose website and IndiaMART enquiry totals do not match sales records
- Dealers receiving calls and WhatsApp enquiries across several salespeople's phones
- B2B firms where marketing reports leads but sales cannot account for them
- Builders and interior firms losing track of enquiries before visits or quotations
- Clinics with gaps between incoming enquiries and recorded appointments
Not for
It is not the right fit if.
- A business with very few enquiries, where generating demand is the immediate need
- Owners seeking only a historical records review, for which the paid diagnostic is a closer fit
- Teams unwilling to provide enquiry records or make incoming enquiries countable
The problem
Does this sound like your business?
Common situations this work addresses.
“The platform and CRM totals disagree”
Different totals need investigation, not an immediate verdict about lead quality. Duplicate submissions, failed transfers, or different counting rules must be separated from genuinely missing enquiries.
“The enquiry belongs to one phone”
A buyer's WhatsApp conversation sits on a salesperson's personal phone, without a shared record. When that person is absent, nobody else knows a quotation was requested.
“One missed call becomes not interested”
An unanswered attempt is recorded as a lost enquiry, although no conversation happened. The analysis checks the activity behind that status.
“Nobody owns the next step”
Marketing considers the enquiry delivered, while sales expects more information before calling. The buyer waits between those definitions.
Choose the right scope
Start with the work your business needs.
Advertising-to-CRM gaps
Start with paid enquiry routes when platform totals and sales records disagree. The analysis traces submissions to their receiving records before wider sales behaviour is examined.
Marketplace enquiry losses
Focus on IndiaMART or similar seller panels when enquiries remain outside your normal sales records. Counts show what reached the panel, entered the sales record, and received attention.
Phone and WhatsApp blind spots
Examine advertised numbers and agreed WhatsApp routes when conversations sit across individual phones. The starting scope measures receipt and ownership without treating a calling attempt as a conversation.
Quotation-stage disappearance
Follow recorded enquiries into qualification and quotations when initial response looks healthy but orders remain unexplained. The review separates absent follow-up from documented buying decisions and deals still awaiting an answer.
What we do
The work we can include.
Each deliverable and the purpose it serves. Your written scope confirms what is included, who is responsible, and what it costs.
Enquiry route register
A list of agreed entry points, including forms, advertised numbers, marketplace panels, WhatsApp, and walk-in registers. Your team checks it against the contact details currently shown to buyers.
Stage and counting definitions
A written definition of an enquiry, contact attempt, qualified opportunity, quotation, and completed order. You approve what counts at each stage before totals are compared.
Test enquiry record
Test submissions and calls through agreed routes, with their arrival and source checked in the receiving record. Each failed handoff has a trace your team can inspect.
Missing-stage measurement
Counting added where records are absent, such as logged form submissions or call tracking on agreed advertising numbers. You check the setup against test enquiries before live measurement begins.
Source-to-record comparison
Platform, portal, and form totals compared with receiving records for the same dates. The comparison separates explained differences from enquiries that cannot be accounted for.
Response and follow-up evidence
Human reply times and contact attempts reviewed against available call logs and WhatsApp threads. Automatic acknowledgements remain separate, and missing evidence is marked rather than treated as proof of inaction.
Leakage findings report
Stage-by-stage counts showing confirmed gaps and unresolved questions. Any estimate of possible orders states its assumptions; it is not presented as guaranteed recoverable revenue.
Ranked action register
Recommended fixes with supporting evidence, a proposed owner, and system or process dependencies. Your sales lead can check why each action takes priority before authorising separate implementation.
How the result is measured
- Enquiries received by source, separate from advertising clicks
- Share of source enquiries present in the receiving record
- Time to first human reply and contact-attempt coverage
- Enquiries without an assigned owner or recorded next step
- Qualified opportunities and quotations reached from recorded enquiries
- Completed orders, conversion, and cost per order where traceable
Recorded as a baseline before work starts, so every later report has an honest comparison.
Marketing and sales together
Your sales lead receives the gaps they need to act on.
The handover includes an action register linking each finding to its source, stage, and supporting records. Your sales lead decides who owns each correction, while marketing receives evidence of delivery gaps before changing campaign budgets. Lead response and follow-up addresses chasing; pipeline hygiene addresses record discipline. Neither is silently included in the analysis.
Decisions to make before the work starts
Access and review permissions
Your team provides agreed system access and authorised conversation records. For clinics or other regulated work, your own compliance reviewer must approve access and handling before review begins.
Tracking and tool dependencies
Available records and tool connections determine what counting can be added. Call-tracking or other tool charges are identified in the written scope; a wider CRM rebuild is excluded.
Volume and sales-cycle limits
Sparse enquiries or long purchasing decisions limit conclusions about completed orders. Confirmed missing enquiries are reported separately from estimated order impact, and missing history cannot be recreated as fact.
How it works
How the lead leakage analysis work runs
The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.
- 1
Scope and access agreement
After your requirements brief and a conversation, we agree the routes to examine and the records available. The written scope sets the fee, term, and access responsibilities.
- 2
Counting approval
Your marketing and sales leads agree the stage definitions and baseline. We record available enquiries by source, reply time, conversion, and cost per order, marking gaps explicitly.
- 3
Route testing and setup sign-off
We test the agreed entry points and add the counting needed for measurement. Your nominated contact confirms that test enquiries arrive in the expected records.
- 4
Live measurement
Real enquiries are followed through the agreed stages over the period set in writing. Gaps in access or recording are documented so they do not disappear inside a percentage.
- 5
Evidence review
Your sales lead reviews disputed cases with us against available conversation records. We distinguish missing handoffs from unsuitable enquiries and buyers who declined.
- 6
Findings handover
The owner and sales lead receive the findings and ranked action register. They decide which changes their team will make and which require a separate scope.
Before you hire anyone
Do this first yourself.
You can find the worst leaks with a pen and one afternoon of your own records.
- Submit a test enquiry through every form and call every number you advertise, then see which ones reach the CRM or a person.
- Count enquiries from each source against the quotations sent and orders received for the same period.
- Compare what the ad platform and each marketplace panel report with what your own records hold, and mark where the gap is widest.
- Pick five enquiries that never became orders and trace what happened to each, including who answered and when.
- Ask your team which step they dislike doing, because that is where things get dropped.
Judge any provider
What to ask any provider of this service.
Useful whoever you choose, including us.
- What records do you need from me, and how will you keep them confidential?
- Will you test every form and number with a real enquiry, or work only from reports?
- How will you treat enquiries that were never written down anywhere?
- Will I get a list of leaks I can fix myself, or only a plan that needs your team?
- How do you decide that a lead was lost to a leak and not to price?
- Who will present the findings to my sales team?
Where this fits
Three pieces of sales work, in this order.
This work sits inside sales audit. Find where deals are being lost and what to fix first.
Step 1 · you are here
Sales audit
Find where deals are being lost and what to fix first.
Start here if you cannot say where orders are lost.
Step 2
Sales process design
One written way to sell, from first enquiry to repeat order.
Start here if every salesperson sells differently.
Step 3
Sales management
A target, a review routine and someone who owns the number.
Start here if the team has targets and no routine.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
Should we choose this or the paid diagnostic?
Can you do this without a CRM?
How long will the analysis take?
Will the report prove our salespeople are at fault?
Does the fee include fixing every leak?
How do we begin, and what will it cost?
By industry
Lead leakage analysis, written for your industry.
Related services
Often bought with this, or instead of it.
Learn the method
The teaching pages behind this work. Read them to judge the work, or to do the parts you want to do yourself.
Read before you buy
- Why your marketing generates enquiries but few salesWhen enquiries arrive and orders do not, trace one month of enquiries through five points where they drop out, and fix the biggest gap first.
- How to read your own funnel: from enquiry to repeat orderCount the steps from enquiry to repeat order, turn the counts into step-to-step rates and find the one weak step before blaming a salesperson.
- How to read a diagnostic report and decide what to do firstSort the findings in a sales audit report by effort and orders at stake, then decide which fixes your team can do and which need outside help.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.