The Loop Check · Free
Where does your loop break?
Four questions about where your customers come from, and where it breaks. About two hours, on your own, with your own tools.
Nothing on this page is stored or sent. Your answers stay on your printout or your spreadsheet.
01 / 04
Where did your last 20 customers come from?
In your industry, the next customer usually comes from the last one. If you can't see that path, nobody can run it.
What healthy looks like
You can name the source of almost all 20, and you know which of your customers bring others.
How to answer it
- 1Export your last 20 closed customers from your CRM: name, first contact date, close date.
- 2Add a column: how did they first hear about you? Use the CRM's source field, their first email, or ask whoever sold it.
- 3Add a column: who introduced them, if anyone? A customer, a peer, someone at an association or event.
- 4Count them up: introductions, events and associations, inbound, outbound.
Your answers
| Customer | First heard about you from | Introduced by | First contact → close |
|---|---|---|---|
| 1 | |||
| 2 | |||
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| 20 |
14 more rows when you print it or download the spreadsheet.
02 / 04
Where does what a buyer said get lost?
What you promised on the call is what they'll judge you on. If onboarding never hears it, your best future referral starts out let down.
What healthy looks like
What was said and promised reaches onboarding, written down, without anyone having to ask you.
How to answer it
- 1Pick your last five new customers.
- 2For each, write down what they told you on the sales call: why now, who else they looked at, and what you promised.
- 3Open their CRM record and the onboarding notes. Mark what made it there.
- 4Ask whoever onboarded them what they knew on day one.
Your answers
| Customer | What they told you on the call | In the CRM? | Did onboarding know? |
|---|---|---|---|
| 1 | |||
| 2 | |||
| 3 | |||
| 4 | |||
| 5 |
03 / 04
How long until someone acts on a warm moment?
A ready buyer, a happy customer, a past user who moved company: each moment has a shelf life. The data waits. The moment doesn't.
What healthy looks like
Someone acts within days, not weeks, and you know who without asking around.
How to answer it
- 1Find five warm moments from the last month: a buyer who came back to your pricing page, a customer who told you it works, a past user who started at a new company, a customer whose usage dropped.
- 2For each, note when it happened and when someone first acted on it.
- 3Note who acted, or that nobody did.
Your answers
| The moment | When it happened | When someone acted | Who acted |
|---|---|---|---|
| 1 | |||
| 2 | |||
| 3 | |||
| 4 | |||
| 5 |
04 / 04
Who owns this, in writing?
If nobody owns the path from one customer to the next, it runs through you. That's the part to fix first.
What healthy looks like
Each job has one named owner, written down, and it isn't you.
How to answer it
- 1For each job in the table, write who is responsible today.
- 2Mark whether it's written down anywhere: a role, a document, a rule in your CRM.
- 3Count how many end with your own name.
Your answers
| The job | Who owns it today | Written down? |
|---|---|---|
| Asking happy customers for an introduction | ||
| Passing what was promised from sales to onboarding | ||
| Acting on a ready buyer | ||
| Noticing when a past user moves company | ||
| Catching an account at risk early |
Questions
About the Loop Check
- What is the Loop Check?
- Four questions about where your customers come from and where it breaks: where your last 20 customers came from, where what a buyer said gets lost, how long a warm moment waits, and who owns it in writing. Each comes with how to answer it from your own tools.
- How long does it take?
- About two hours, on your own. It goes faster with whoever runs onboarding in the room, because two of the questions are about what happens after the sale.
- What do I need?
- Your CRM, a list of your last 20 closed customers and a spreadsheet. No new tool, no sign-up.
- Is anything I type stored or sent?
- No. The page has no form. Your answers stay on your printout or in the spreadsheet you download.
- What does a good result look like?
- Each question has a healthy answer on the page. If two or more of your answers worried you, the loop runs through you, which is normal at Series A and the part to fix first.
- What do I do with my answers?
- Keep them, or bring them to a free 30-minute call. Danny will tell you where your loop breaks first, and whether a two-week Loop Review is worth it.
Read your answers
If two or more of your answers worried you, the loop runs through you. That's normal at your stage, and it's the part we fix first.
Bring it to the call.
Bring your answers to a free 30-minute call. Danny will tell you where your loop breaks first, and whether a two-week Loop Review is worth it. If it isn't, he'll say so.