The missing information column is the one I would start with. After a few weeks, sort the blanks by how often they appear, then turn the top one into a required field on the enquiry form or a single automated follow-up question. That is a small, reversible first automation. One pitfall: logging the outcome reason as free text, because you end up with fifty phrasings of the same thing. Use a short dropdown such as no budget, no response, went with a competitor, bad timing, plus an Other box, and review Other monthly. Also record the timestamp of the first human reply, since response time often explains lost leads better than lead quality does. Then run the new step alongside the manual one for two weeks and compare results before switching over.