Lead generation programs rarely fail all at once. They drift: a list ages, a segment gets expensive, follow-up slows down. A short weekly review catches the drift while it is still cheap to fix.
The eight numbers
| # | Number | Why it matters |
|---|---|---|
| 1 | New leads by source | Shows which audiences and campaigns are producing |
| 2 | Cost per lead by source | Spots the segment that is getting expensive |
| 3 | Time to first contact | Leads go cold while they wait |
| 4 | Lead-to-opportunity rate | Tells you whether leads are really qualified |
| 5 | Customer acquisition cost | The number that decides whether a channel works |
| 6 | Contact coverage of lists in use | Decides how much email can carry |
| 7 | Freshness of source communities | Warns you before a list goes stale |
| 8 | Opt-out rate | An early sign that messages are missing the mark |
Numbers 6 and 7 are specific to Lead from Social. Coverage tells you which channel a list can support; freshness tells you how long it will stay useful. See Contact Coverage Explained and Why Social Data Has a Shelf Life.
A 30-minute agenda
- 5 minutes: scorecard review. Only discuss numbers that moved.
- 10 minutes: the biggest problem. One issue, with an owner and a fix.
- 10 minutes: tests. What finished, what we learned, what starts next.
- 5 minutes: sources. Which audiences to refresh, retire or add.
Decisions the meeting should produce
- Shift budget from the most expensive segment to the cheapest qualified one.
- Retire or refresh a list whose source community has gone quiet, such as a page with no posts for months.
- Add a new audience to test, chosen with an editorial score such as the Lead Potential Score in our Audience Reviews.
Start with the basics in What Is a Qualified Lead?, or explore audiences to add a new source to next week's review.
