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Topic

Lead Generation

A collection of 5 issues

Attribution only gets real when it joins the order book: matching four months of web enquiries to the ERP

Joining website enquiries to an ERP's quotations and confirmed orders is an entity-resolution problem, not a VLOOKUP. What the match ladder, the company-level unit of attribution and an eighty-day lag tail do to your read on lead quality.

A price-list download is not a lead: how to measure a channel whose revenue arrives in two years

The first fully traceable enquiry-to-quotation chain I have for a natural-stone supplier: a form fill in August, a phone call four weeks later, and a road surface due to be laid in 2028. Why quotation volume is the leading indicator and revenue is not.

A client asked why four days looked weak: how to test whether a dip is a signal before you go hunting for a bug

Four quiet days in a lumpy funnel are almost never interpretable. The significance test took five minutes and found nothing - the functional check I ran anyway found stale landing-page prices and eleven dead product links.

Half the inbound was never human. Qualify it before your sales team clears an hour.

A five-step triage ladder any company can automate — form screening, sender confirmation, records check, fit, intent — so sales teams answer real requests fast and stop losing hours to the rest.

The form promised a copy by email. Nobody was sending it.

My own funnel promised prospects a copy of their results and never sent one. The rebuild: a report email that has to convert alone — and actually reach the inbox.

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