How We Measure Performance
We count each stage of a lead on its own. This page says what each count means, and what we will never claim.
Each stage is counted on its own
A contact is not a reply. A booking is not a sale. A report never blurs one stage into the next.
Contacted is not replied, which is not qualified, which is not booked, which is not showed up, which is not sold.
Contacted
An eligible lead who was contacted.
Replied
A lead who answered.
Qualified
A lead who meets the written rules you set for a good fit.
Booked
An appointment on your calendar.
Showed up
An appointment that took place.
Sold
A job you won. Counted only when your records show it.
We credit revenue to our work only with your records and a method we agree on first. Without both, the sales line says “Not supplied”. We do not estimate it.
What a report looks like
Every report covers the same stages, every time:
- Leads contacted
- Replies
- Qualified appointments
- Appointments kept and cancelled
- Sales, when you supply reliable data
The example here is a design mockup with made-up figures. It is not a report from a real client.
| Stage | Count |
|---|---|
| Eligible leads contacted | 200 |
| Qualified appointments | 16 |
| Appointments that took place | 12 |
| Jobs sold | Not supplied |
A Commitment to Measurable Results.
We have no case studies yet.
We plan to build a record of checked client results over time. Business owners deserve evidence, not inflated promises.
How we will build our evidence
- We will measure what we agree on with each client, using the client's own records.
- We will write down what we learn along the way.
- We will keep checked results apart from estimates.
- We will state the time period we measured and the limits of every result.
- We will publish a case study only after the participating business approves its exact text and figures.
- We will never invent customer statements, fabricate results, or present illustrative examples as actual performance.
Want to take part? Tick the box on the review form, or tell us when we get started. It is your choice, and it does not change the service you get.
Start with a short conversation.
The Preflight Review is free: a short review of your form answers and a call to decide whether there is a fit. Measuring your own process is part of a full Preflight Audit, which is paid work, quoted separately in writing.