Cecil Jones Is Marketing
Worksheet

Revenue Leak Inventory

Identify and quantify the 12 most common revenue leaks in service businesses. Score each one, estimate the annual cost, and build a prioritized fix plan.

Completion time: 20–30 minutes•For: Business owners and operators

Instructions

  1. 1. Score each leak category from 1 (minimal) to 5 (critical) based on your honest assessment.
  2. 2. For categories scoring 3 or higher, estimate the annual revenue impact in dollars.
  3. 3. Rank the top 5 leaks by estimated annual cost.
  4. 4. For each top-5 leak, identify one concrete fix you can start this week.

Leak Categories

1

Missed Phone Calls

Calls that go unanswered, ring to voicemail, or are abandoned before pickup

Score 1–5 (1 = rarely, 5 = constantly)

Score (1–5)
___
$________
2

Slow Lead Response

Leads that receive first contact more than 5 minutes after inquiry

Score 1–5 based on % of leads responded to within 5 min

Score (1–5)
___
$________
3

Inadequate Follow-Up

Leads that receive fewer than 3 follow-up attempts before abandonment

Score 1–5 based on average follow-up attempts per lead

Score (1–5)
___
$________
4

Poor Lead Qualification

Estimator time spent on leads that never close or were never qualified

Score 1–5 based on % of estimates that close

Score (1–5)
___
$________
5

Customer Churn

Past customers who stopped buying — not lost to competitor, just lost to silence

Score 1–5: what % of customers haven't returned in 12+ months?

Score (1–5)
___
$________
6

No Retention System

Absence of systematic re-engagement, maintenance reminders, or loyalty programs

Score 1–5: do you have automated retention sequences? (1 = yes, 5 = nothing)

Score (1–5)
___
$________
7

Referral Neglect

No systematic process for asking, tracking, or acknowledging referrals

Score 1–5: do you actively and systematically generate referrals?

Score (1–5)
___
$________
8

Marketing Without Measurement

Spending on marketing without knowing CAC or LTV by source

Score 1–5: can you state your CAC by channel from memory?

Score (1–5)
___
$________
9

Operational Waste

Inefficient dispatch, double data entry, manual processes that consume staff time

Score 1–5: how many hours/week spent on manual, automatable tasks?

Score (1–5)
___
$________
10

Pricing Gaps

Services underpriced relative to market, or price increases not systematically applied

Score 1–5: when did you last raise prices across the board?

Score (1–5)
___
$________
11

No-Show Revenue Loss

Appointments booked but not completed — the cost of empty slots

Score 1–5: what's your no-show/cancellation rate?

Score (1–5)
___
$________
12

Founder Bottleneck

Revenue growth limited by the founder's personal capacity

Score 1–5: does the business stop when you stop?

Score (1–5)
___
$________

Top 5 Priority Leaks

Rank your 5 highest-cost leaks and identify the first fix for each.

________________
$________
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________________
$________
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$________
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$________
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$________
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Next Actions

1. Start with Leak #1 — the highest-cost, easiest-to-fix constraint.

2. Assign one owner per fix with a 30-day deadline.

3. Measure before and after — run this worksheet again in 90 days.

4. If 3+ categories score 4+, book a Strategy Call for a professional diagnostic.

Related Playbook: Conversion Audit • Related Assessment: Revenue Leak Assessment • Email: cecil@ceciljonesmarketing.com

Use This Worksheet

Print or save as PDF. For a professional diagnostic with your actual numbers, book a free Strategy Call.

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Questions? cecil@ceciljonesmarketing.com