Your pipeline might be broken, and you don’t even know it. Most businesses think they have a lead generation problem when they actually have a pipeline management problem. The difference? Lead generation gets prospects in the door. Pipeline management keeps them engaged, qualified, and moving toward a decision.
This scorecard will help you identify exactly where your pipeline is leaking prospects and costing you revenue. Rate yourself honestly in each category, then use your total score to understand where you stand and what needs immediate attention.
How to Use This Scorecard
Rate each statement from 0-5 points:
- 5 points: This describes our process perfectly
- 3-4 points: We do this somewhat consistently
- 1-2 points: We do this occasionally or poorly
- 0 points: We don’t do this at all
Lead Source Diversification (25 points possible)
Are you putting all your eggs in one basket?
□ We generate leads from at least 3-4 different channels consistently (5 points)
Most businesses rely too heavily on referrals or a single marketing channel. When that source dries up, growth stops. Diversified lead sources create stability and reduce risk.
□ We track which sources produce our highest-quality prospects (5 points)
Not all leads are created equal. Email marketing might generate 100 leads while LinkedIn outreach generates 20, but those LinkedIn prospects could have 3x higher conversion rates.
□ We can identify our best-performing content for lead generation (5 points)
Your highest-converting blog posts, whitepapers, and landing pages should be easy to identify. If you can’t point to your top 3 lead magnets, you’re missing optimization opportunities.
□ We regularly test new lead generation channels (5 points)
Markets change. New platforms emerge. Your audience’s behavior shifts. Companies that stay ahead test 1-2 new channels quarterly while maintaining their proven sources.
□ We have backup plans when primary lead sources underperform (5 points)
Seasonal fluctuations, algorithm changes, or market shifts can impact any channel. Resilient businesses have alternative sources ready to activate when needed.
Lead Tracking and Data Management (25 points possible)
Can you see what’s actually happening in your pipeline?
□ We capture complete contact information for every lead (5 points)
Incomplete data kills follow-up efforts. Phone numbers, email addresses, company names, and roles should be standard for every prospect entering your system.
□ We know exactly how many leads we generate monthly (5 points)
If you can’t quickly tell someone your lead volume for last month, your tracking system needs work. This basic metric drives all other pipeline decisions.
□ We track lead quality, not just quantity (5 points)
A lead scoring system helps prioritize outreach efforts. Factors like company size, budget indicators, and engagement level separate hot prospects from tire-kickers.
□ We can see which leads are actively engaging with our content (5 points)
Website visits, email opens, content downloads, and social media interactions indicate purchase intent. Engaged leads convert at much higher rates than cold contacts.
□ We maintain clean, updated contact databases (5 points)
Outdated information wastes time and hurts deliverability. Regular database hygiene removes bad emails, updates job changes, and maintains data accuracy.
Engagement and Nurturing (25 points possible)
Are you building relationships or just collecting names?
□ We have a documented nurturing sequence for new leads (5 points)
Random, sporadic outreach doesn’t build trust. A planned sequence of valuable content delivered over time keeps your company top-of-mind when prospects are ready to buy.
□ We personalize outreach based on lead source and behavior (5 points)
Someone who downloaded a pricing guide needs different follow-up than someone who attended a webinar. Personalized nurturing improves engagement and conversion rates.
□ We provide valuable content consistently, not just sales pitches (5 points)
Trust builds through education. Share industry insights, answer common questions, and solve problems before asking for anything in return.
□ We re-engage leads who haven’t responded in 30+ days (5 points)
Timing matters in B2B sales. A lead who wasn’t ready three months ago might be actively searching for solutions today. Re-engagement campaigns capture this timing.
□ We track which nurturing messages get the best response rates (5 points)
Your data reveals what resonates with prospects. Subject lines, content types, and call-to-action phrases that generate responses should be replicated across your outreach.
Conversion Optimization (20 points possible)
Are qualified prospects actually taking the next step?
□ We have clear next steps for prospects at each stage (5 points)
Confusion kills conversions. Whether it’s scheduling a call, downloading a resource, or requesting a proposal, prospects should always know what happens next.
□ We respond to new leads within 2 hours (5 points)
Speed matters. Companies that respond within an hour are 7 times more likely to qualify leads than those who wait longer than an hour.
□ We track our lead-to-opportunity conversion rate (5 points)
This metric reveals how well you qualify and nurture prospects. Industry benchmarks vary, but consistent tracking helps you identify improvement trends.
□ We can identify exactly where prospects drop off in our funnel (5 points)
Pipeline leaks happen at predictable points. Landing page to lead form, initial contact to first meeting, proposal to close. Knowing your weak spots allows targeted improvements.
Follow-up Consistency (25 points possible)
Are you staying in touch or letting prospects slip away?
□ We have a systematic follow-up process that doesn’t rely on memory (5 points)
Manual follow-up fails. Automated reminders, scheduled tasks, and documented processes ensure no prospect falls through the cracks.
□ We follow up with prospects at least 5-7 times before marking them inactive (5 points)
Most salespeople give up after 2-3 attempts, but 80% of sales require 5-12 touches. Persistence pays when done professionally.
□ We vary our follow-up methods (email, phone, LinkedIn, mail) (5 points)
Different people prefer different communication channels. Multi-channel outreach increases your chances of connecting with busy prospects.
□ We track response rates for different follow-up sequences (5 points)
Data-driven follow-up works better than gut instincts. A/B test your sequences to find what generates the most engagement from your specific audience.
□ We have a system for reactivating old leads (5 points)
Past prospects who didn’t buy might be ready now. Quarterly reactivation campaigns to your older database often generate surprising results at low cost.
Your Pipeline Health Score
Add up your total points:
90-100 points: Your pipeline is running smoothly. Focus on optimization and scaling what’s working.
70-89 points: Solid foundation with room for improvement. Identify your lowest-scoring areas and tackle one at a time.
50-69 points: Significant gaps exist. Your pipeline is likely leaking prospects and costing you revenue. Prioritize the fundamentals.
Below 50 points: Major pipeline overhaul needed. You’re probably struggling with inconsistent revenue and wondering why marketing isn’t working.
What Your Score Means for Your Business
If you scored below 70, you’re not alone. Most businesses have pipeline gaps that cost them 30-50% of potential revenue. The good news? These problems are fixable with the right systems and processes.
Companies scoring in the 90+ range typically have one thing in common: they treat pipeline management as seriously as they treat their core business operations. They have documented processes, consistent execution, and regular optimization based on real data.
The DirectReach Advantage
Many businesses recognize these pipeline gaps but lack the time or expertise to fix them systematically. That’s where MEMO’s DirectReach program bridges the gap. Instead of trying to build these systems internally, DirectReach handles the entire pipeline process from lead identification through qualification and handoff.
DirectReach addresses the most common scorecard weaknesses:
- Lead source diversification through multi-channel outreach
- Complete data capture with verified contact information
- Systematic nurturing with personalized sequences
- Consistent follow-up that doesn’t depend on your team’s memory
- Quality tracking that focuses on sales-ready prospects
The result? A pipeline that consistently delivers qualified prospects without overwhelming your internal team or requiring complex technology implementations.
Your pipeline scorecard reveals where you stand today. Whether you choose to build these systems internally or partner with a specialized program like DirectReach, the important thing is taking action on your lowest-scoring areas.
A healthy pipeline isn’t just about generating more leads. It’s about building a systematic, predictable process that turns prospects into customers consistently. Use this scorecard quarterly to track your progress and ensure your pipeline stays strong as your business grows.