Checkpoint 1
Speed to lead
How long a new lead waits before a human replies. Every hour of silence is a lead cooling toward someone else.
If they fail hereThe lead didn't go cold. They were left waiting. Speed is the cheapest fix on this list, and it's the one nobody wants to own.
Checkpoint 2
Qualification
Whether anything filters a prospect before a call gets booked. Without it the calendar fills with curiosity, not intent.
If they fail hereYour close rate isn't a sales skill problem. You're closing the wrong people. A real funnel filters before the call, not during it.
Checkpoint 3
Show rate
How many booked calls actually happen. A booking is not a meeting until someone shows up.
If they fail hereYou're paying for calls you never take. Reminders, confirmations and a reason to show are a system, not a personality trait.
Checkpoint 4
Follow up depth
How many times a lead is contacted before being written off. Most coaches quit after one or two. The money sits in follow ups five through ten.
If they fail hereYou didn't lose the deal. You stopped early. The follow ups you never sent are where the revenue was.
Checkpoint 5
Ascension
Whether a buyer has a next step to buy. No rung above the current offer means every client caps out at one transaction.
If they fail hereYou're refilling the top while the bottom leaks. The people who already paid you are the warmest list you own.