Sales call audit: executive summary

A five-minute leadership review. Snapshot: November 6, 2026, 5:47 PM EST. Detailed evidence remains in the audit files.

Five findings to discuss

  1. Reach is the first bottleneck: only 17.6% to 37.0% of called leads were reached. Unreached leads do not establish poor lead quality.
  2. Average recorded outbound attempts before marked dead: Colorado 0.37, Miami 1.62, Central Texas 0.92, Dallas 1.64.
  3. Dallas makes 48.9% of attempts at 8-10 AM, when reach is 3.9%; 2-4 PM reaches 13.6%.
  4. Closing is a separate problem: Colorado converts 18.9% of reached leads, versus 8.4% in Miami, 1.0% in Central Texas and 8.5% in Dallas.
  5. Reps are helpful on product details, but qualification and dated next steps are inconsistent.

At a glance by location

Colorado

MeasureResult
Call records reviewed455
Average sales call score68.3 of 100
Share of called leads reached30.3%
Share of reached leads who bought18.9%
Attempts before marked dead, average0.37
Attempts before marked dead, median0
Share of leads marked dead after 0 or 1 attempts97.1%

Miami

MeasureResult
Call records reviewed969
Average sales call score68.9 of 100
Share of called leads reached21.2%
Share of reached leads who bought8.4%
Attempts before marked dead, average1.62
Attempts before marked dead, median1
Share of leads marked dead after 0 or 1 attempts65.9%

Central Texas

MeasureResult
Call records reviewed500
Average sales call score69.4 of 100
Share of called leads reached37.0%
Share of reached leads who bought1.0%
Attempts before marked dead, average0.92
Attempts before marked dead, median1
Share of leads marked dead after 0 or 1 attempts83.3%

Dallas

MeasureResult
Call records reviewed999
Average sales call score70.1 of 100
Share of called leads reached17.6%
Share of reached leads who bought8.5%
Attempts before marked dead, average1.64
Attempts before marked dead, median2
Share of leads marked dead after 0 or 1 attempts48.6%

Most called leads never reach a verified conversation

Leads calledCalled leads reachedReached leads who bought
Location
Colorado
314
95
18
Miami
617
131
11
Central Texas
276
102
1
Dallas
602
106
9
0200400600800
Number of leads (counts, not percentages)

Counts of leads each location called, how many of those were reached, and how many of those bought.

Colorado closes the highest share of reached leads

Reached leads who bought
Location
Colorado
18.9%
Miami
8.4%
Central Texas
1.0%
Dallas
8.5%
0.0%5.0%10.0%15.0%20.0%
Share of reached leads who bought

Recorded closures usually follow very few outbound attempts

View
Average attemptsMedian attempts
Location
Colorado
0.37
0
Miami
1.62
1
Central Texas
0.92
1
Dallas
1.64
2
00.511.52
Recorded outbound attempts, including the first call

Dallas: almost half of attempts land in the weakest window

Location
Share of calls in this window that reached the leadShare of the location's calls placed in this window
Lead's local calling window
8-10 AM
384 calls
3.9%
48.9%
10 AM-noon
162 calls
9.3%
20.6%
Noon-2 PM
113 calls
7.1%
14.4%
2-4 PM
88 calls
13.6%
11.2%
0.0%15.0%30.0%45.0%60.0%
Share of calls

Best observed windows: Colorado and Miami, 10 AM-noon; Central Texas, noon-2 PM; Dallas, 2-4 PM. All are in the lead's local time.

Call-related heads-up messages are associated with higher reach

Compare
Call or scheduling invitation before first callNo call-related heads-up recorded
Location
Colorado
69.6%
41.0%
Miami
24.7%
22.8%
Central Texas
59.4%
33.5%
Dallas
19.5%
12.8%
0.0%20.0%40.0%60.0%80.0%
Share of called leads reached

Keep the helpful delivery; standardize the sales discipline

What reps do well

  • Explain product fit and installation details.
  • Use photos and measurements to solve practical issues.
  • Coordinate quotes, pickup and installer introductions.
if you could send me some pictures Sergio Coronado, Dallas, recorded call 118125591310

What reps miss

  • Confirm budget, timing and decision makers before pricing.
  • Explain value before offering discounts.
  • Agree on a dated next action, not a passive invitation.
Let me know if you have any other questions Kelsey Rolfe, Colorado, recorded call 120318825027

There are shared talking points, not a consistently followed pitch. Delivery is largely freestyled, especially qualification and the close.

Six concrete actions

  1. Shift calling tests toward 10 AM-noon in Colorado and Miami, noon-2 PM in Central Texas, and 2-4 PM in Dallas, using each lead's local time.
  2. Pilot at least four completed attempts over 7-10 days before a valid, unreached lead is closed for No Response; respect opt-outs.
  3. Test a heads-up text or email with the rep's name and a booking link against a control group.
  4. Place every call through HubSpot. Calls made from a personal cell phone are not logged and cannot be tracked. Also fix call direction, duration and Queued logging, and separate No Response from poor fit.
  5. Review the 587 flagged records for a callback campaign. Exclude opt-outs, invalid numbers, already-reached and reactivated leads.
  6. Require budget, timeline and decision-maker checks, then end with a dated callback or appointment and a named owner.

This year vs last year: call activity

Same calendar dates each year, Eastern time: Colorado May 6 to Nov 5; Miami Aug 5 to Nov 6; Central Texas Oct 19 to Nov 6; Dallas Aug 31 to Nov 6. Both years use the same reps and rules, so this year's figures differ slightly from the sections above. Each cell reads last year → this year.

MeasureColoradoMiamiCentral TexasDallas
Leads called202 → 325978 → 71090 → 290486 → 621
Total calls354 → 4701,964 → 1,193141 → 5211,019 → 1,030
Share of called leads reached, logged as connected for 1 minute or longer1.0% → 29.2%23.9% → 23.9%0.0% → 36.9%11.3% → 19.0%
Share of called leads with a conversation of 1 minute or longer34.2% → 29.2%37.2% → 24.5%47.8% → 36.9%38.5% → 19.6%
Share of calls with no outcome logged57.9% → 0.0%21.2% → 2.5%94.3% → 0.0%50.3% → 1.3%
Outbound calls per lead, average0.60 → 0.541.68 → 1.130.84 → 1.381.23 → 1.25
Attempts before marked dead, average (median)0.71 (1) → 0.35 (0)1.99 (2) → 1.70 (1)1.28 (1) → 0.95 (1)1.48 (1) → 1.64 (2)
Share of unreached leads marked dead after 1 call or fewer86.8% → 97.8%47.8% → 69.5%76.5% → 90.6%57.9% → 48.1%
Busiest calling hour, lead's local time3 PM → 3 PM3 PM → 10 AM9 AM → 10 AM2 PM → 9 AM
Share of outbound calls placed before 10 AM6.6% → 6.3%19.2% → 21.2%28.9% → 22.8%15.3% → 52.9%
Last yearThis year
Location
Colorado
34.2%
29.2%
Miami
37.2%
24.5%
Central Texas
47.8%
36.9%
Dallas
38.5%
19.6%
0.0%15.0%30.0%45.0%60.0%
Share of called leads reached

Of the leads each location called, the share that had at least one conversation of a minute or longer.

Last yearThis year
Location
Colorado
0.6
0.54
Miami
1.68
1.13
Central Texas
0.84
1.38
Dallas
1.23
1.25
00.511.52
Average outbound calls per lead called

Last year many calls had no outcome logged, so the logged reach rule undercounts last year. The 1 minute measure counts any call of a minute or longer not logged as voicemail or no answer. Last year's reps: Colorado, Kelsey Rolfe and Chaese Strelz; Miami, Johnny Fernandez and Luis Tortoledo; Central Texas, Isaac Wells only; Dallas, Antonio Ruiz Hernandez, Matias Hermanson, Aaron Bark and Diego Gonzalez. Houston and Oklahoma City are excluded. Weekend calling was near zero both years.

Miami is texting instead of calling

This year Miami called only 52% of its real, in-area new leads, compared with 91% last year. Of the 560 new contacts with no logged call, 438 were texted or emailed instead: 410 got a text and 171 texted back. Last year, many leads, mostly in Colorado, were marked quoted or disqualified with no logged call, which suggests calls from personal cell phones that HubSpot cannot track.

Miami, real in-area new leadsLast yearThis year
Called925 of 1,022 (90.5%)501 of 961 (52.1%)
Texted or emailed only, no call43 (4.2%)438 (45.6%)
No logged outreach54 (5.3%)22 (2.3%)
Data notes