What was broken
Atlas's intake lived across nine Google sheets. Which sheet you used depended on which practice area the inquiry touched, and which partner the prospect had heard of first. Most inquiries also passed through a Notion doc and two or three email threads before getting picked up at a Friday standup.
The partners had been running this system for years. It worked because the eight people who used it remembered its quirks.
We asked how long it took a new consultant to be ready to handle an inquiry. 'Three weeks,' the founding partner said. 'Maybe four.' We asked about the firm's win rate. He laughed and said he didn't really know. They tracked closed deals. They had never tracked the inquiries that went cold.