Growth Leak Checklist

Start with one customer journey

Choose one offer, one meaningful customer segment and one recent period. Mixing every service and channel hides the handoff where value disappears. Record counts, conversion rates, elapsed time and ownership at each stage.

Demand and website leaks

• □The page answers one clear search or buying intent.
• □The offer and next step are visible without interpretation.
• □Traffic sources match the audience and promise.
• □Mobile users can read, navigate and act comfortably.
• □Forms ask only for information needed at this stage.
• □Trust evidence appears before the call to action.

Lead-response and sales leaks

• □Every enquiry receives an immediate acknowledgement.
• □A named owner receives the lead with original source context.
• □First-response and next-step times are measured.
• □Qualification criteria are written and consistently used.
• □Proposals state the decision, value, scope and next action.
• □Open opportunities have a dated next step.
• □Lost reasons are recorded in the buyer's language.

Customer and retention leaks

• □The promise made in marketing is visible in onboarding.
• □The customer knows the owner, timeline and success criteria.
• □Delivery issues reach marketing and sales as learning.
• □Renewal or repeat-purchase moments are identified.
• □Reviews and referrals are requested after evidence of value.
• □Churn, cancellation and complaint themes are reviewed monthly.

Measurement leaks

Attribution distributes credit across observed interactions; it does not prove what would have happened without the marketing. Google Analytics documents configurable attribution settings, while IAB guidance distinguishes attributed return from causal incremental lift. [1] [2]

• □Primary outcomes are defined beyond form submissions.
• □CRM stages and exclusions are documented.
• □Marketing source reaches qualified lead and revenue records.
• □Duplicate contacts and missing outcomes are reviewed.
• □Platform totals are reconciled with business records.
• □Important budget decisions use experiments when practical.

Prioritize the repair

Repair the leak with the largest credible effect on customer value, not the easiest metric to improve. Recalculate after the change so the next constraint becomes visible.