Usually that the CRM can't answer the questions leadership is asking. Common findings: an MQL that means a form fill, loss reasons left blank, close dates that slide, an Amount field mixing monthly and annual values, and enrichment that ran once. Across LeanScale's recent diagnostics, more than half of open deals carry no amount.
The findings group by practice: who you target (lists and enrichment), what a lead is (the MQL, routing and speed to lead), how a deal moves (stages, qualification and the forecast) and who is paying (amounts, terms and renewals). A good diagnostic credits what already works first, then ranks each finding by what fixing it is worth.
Every claim above comes from work LeanScale published. These are the sources.