You have leads, calls and a CRM. Why does the number still miss?
You already tried more activity, tighter reporting or another sales fix. The MRI checks where the process stops producing reliable decisions before you spend again.
Answer from what you already know. No CRM export required. You leave with a severity band and the parts of the sales system that need deeper inspection.
Stop collapsing every miss into “bad leads” or “sales needs to close better.”
Are bad leads entering — or are good ones being mishandled after handoff?
Which deals have buyer movement and which are only seller activity?
Is the software broken — or are stage and ownership rules undefined?
Is a seller underperforming — or working inside a process nobody can execute consistently?
Five places the company can start lying to itself.
Choose the next step by how much evidence you need.
A score tells you how unreliable the system looks. The next product should answer a different question, not sell you another version of the same report.