Services — 04
We work backward from your bookings target to the pipeline, meetings and spend it takes, build the channel programs, fix conversion at every step, test every week and scale only what holds up in your CRM.
At a glance
Starts with
Your bookings target
Channels
Search, LinkedIn, outbound, partners
Conversion
Every step, first touch to won
Cadence
Weekly tests and scorecard
Scaling
Rules set before budget moves
01 — The model
Most pipeline plans start with channels. Ours start with the bookings target and work backward, so every channel has a job and a number before it gets a budget.
Step
Assumption
01
New ARR target, next four quarters: $4.8M
$1.2M in new bookings a quarter
02
Average contract value: $48K
100 new customers
03
Win rate, qualified opportunity to won: 25%
400 qualified opportunities
04
Held meeting to qualified opportunity: 50%
800 held meetings
05
Share sourced by marketing and outbound: 60%
480 opportunities to source
06
Pipeline coverage at quarter start: 3.0×
$3.6M open pipeline each quarter
Illustrative model. Yours is built from your own CRM data in the first week.
02 — Acquire
Each channel is chosen for the part of demand it reaches, and judged on a leading indicator that predicts qualified pipeline, not on clicks or impressions.
01
Captures demand that already exists. We rebuild accounts around intent, with negative lists and bidding tied to CRM outcomes rather than clicks.
Leading indicator: cost per qualified meeting
02
Reaches the buying committee before they search. Audiences are built from the ICP; creative is built from the messages that won in testing.
Leading indicator: qualified meeting rate by audience
03
Short, specific sequences to accounts showing a buying trigger: a new leader, a funding round, a migration, a regulatory deadline.
Leading indicator: positive reply rate
04
Integration partners, platforms, banks and resellers who already hold the trust your buyer needs before they take a meeting.
Leading indicator: partner-sourced opportunities
05
Comparison, pricing, integration and problem pages that rank for what buyers type when they are close to a decision.
Leading indicator: organic demo requests
06
We usually run two or three channels well rather than six thinly, and add the next one only when the current ones start to saturate.
Rule: one new channel at a time
03 — Convert
We measure every step from first visit to closed-won, by segment and by channel, find the step that loses the most qualified buyers and fix that one first. More traffic into a leaking funnel only makes the leak more expensive.
Step conversion, request to won
IllustrativeDemo request → held meeting
54%
Held meeting → qualified opportunity
62%
Qualified opportunity → proposal
58%
Proposal → closed-won
45%
Biggest leak: 46% of demo requests never become a held meeting.
Usual causes: follow-up that takes a day, no instant booking, requests routed to the wrong rep, and no-shows nobody chases.
Illustrative. Rates by step, measured in the CRM.
One page per segment and offer, carrying the proof that segment needs and nothing it does not.
Fewer fields, enrichment for the rest, and qualification after the meeting is booked rather than before.
A request becomes a booked meeting with the right rep in minutes, not a callback the next day.
Demo, assessment, benchmark or calculator. The offer often moves conversion more than the page design.
Security, results and customer evidence placed where buyers hesitate, not on a separate page they never visit.
Speed to lead, no-show recovery and a first meeting structured to earn the second one.
04 — Test
Every change ships as a test with one hypothesis, one primary metric and a decision date. Results go into a log your team keeps, so the program gets smarter each week instead of starting over each quarter.
01
Ideas from funnel data, interviews, sales calls and the last test's result.
Output: ranked backlog
02
Score each idea on impact, confidence and effort. The top three get built.
Output: next three tests
03
Hypothesis, primary metric, guardrail metric, sample size and a decision date.
Output: one-page test brief
04
Ship it, watch the guardrails, and do not stop early because the first week looks good.
Output: a clean read
05
Scale it, iterate on it or kill it, and write down why.
Output: a log entry
Test log, excerpt
IllustrativeTest
Hypothesis
T-014
A cost calculator converts mid-market visitors better than a demo request.
Qualified meeting rate
+38%
ScaleT-015
Competitor comparison ads lower cost per meeting in search.
Cost per qualified meeting
−22%
ScaleT-016
Removing the phone field lifts completion without lowering lead quality.
Form completion; meeting rate as guardrail
+17%, no change
ShipT-017
A speed-led angle beats a compliance-led angle for bank buyers.
Qualified meeting rate
−9%
KillIllustrative excerpt. A typical program runs three to five tests a week across channels and pages.
05 — Scale
Blended averages hide the point where the next dollar stops paying back. We agree the scaling rules before any budget moves, then follow them, including when the numbers say stop.
01
Weeks 1–6
Find a channel, message and offer that produce qualified meetings at a cost you can live with.
02
Weeks 6–12
Fix the leaks after the click and tighten targeting until cost per opportunity holds steady.
03
Ongoing
Raise budget in steps while the marginal cost stays inside the payback line.
04
Handover
Your team runs it with the scorecard, the test log and the scaling rules.
Budget rises 15–20% a week per channel, never in one jump, so you can see exactly where efficiency starts to break.
We track the marginal cost of each additional qualified opportunity, not the blended average that hides it.
Each channel has a ceiling: the spend where CAC payback crosses your target. We stop there, or fix conversion before spending more.
Pipeline counts once your sales team qualifies it. Volume that does not convert is not growth, and we do not report it as growth.
06 — Reporting
One page, the same every week, so trends are obvious and nobody has to ask for a deck.
30 minutes, every Monday
What moved, and why
Tests to scale, fix or stop
Decisions, owners and dates
Weekly scorecard — week 14
IllustrativeQualified pipeline created
$612K
104% of plan
On trackCost per qualified opportunity
$2,840
12% under plan
On trackRequest to held meeting
71%
Target 75%
At riskTests decided this week
2 of 4
Cadence met
On trackNext-quarter coverage
2.6×
Target 3.0×
At risk07 — Results
Typical movement across a year-long program. On client work, every figure is reported from your CRM against the baseline set in the diagnostic.
3.2×
Qualified pipeline in four quarters
Illustrative
−38%
Cost per qualified opportunity
Illustrative
+46%
Request-to-meeting rate after routing and booking fixes
Illustrative
19 of 52
Tests scaled in the first year
Illustrative
08 — Questions
If yours is not here, bring it to the first call.
Book a diagnostic →Do you run our ad accounts?
We can run them during the program, or work alongside your team or agency. Either way the accounts, data and creative stay yours.
How quickly will we see pipeline?
Conversion fixes often show within a few weeks. A new channel usually needs six to eight weeks to prove itself before we scale it.
What budget do we need?
Enough to read a test in each channel within a few weeks. We size it from your pipeline target in the first week, and we will tell you if the target and the budget do not match.
How do you handle attribution?
We report qualified pipeline from your CRM, add self-reported attribution on forms, and run holdout tests when a channel's contribution is unclear.
What happens when the program ends?
Your team keeps the model, the scorecard, the test log and the scaling rules. Most clients keep a light monthly review for a quarter or two while the team takes over.
Next step
Start with a three-week diagnostic. You get the model, the leaks and the first tests, whether or not we run the program.
