Agree the definitions first
Define a unique enquiry and decide how duplicates, spam, existing contacts and repeat project requests are handled. Then define contactable, qualified, appointment booked, appointment attended and progressed. Each stage needs a simple rule that two people can apply consistently.
Qualification should reflect the mandate. A buyer seeking a different completion window may be wrong for one project and right for another. Record the mismatch rather than declaring every unconverted lead poor quality. Keep the reason codes short enough that advisors will actually use them.
Follow cohorts, not disconnected totals
A campaign's enquiries from one month may create appointments or transactions later. Comparing this month's spend with this month's sales can mix different acquisition periods. Group records by acquisition date and report their progress at comparable ages.
For a working example, take a labelled hypothetical cohort of 100 unique enquiries. If 60 are reached and 20 of those meet the agreed qualification rule, report both the 60% contact rate and the 20% enquiry-to-qualified rate. The conditional rate is 20 divided by 60. None of these illustrative numbers is an Artegy client result.
Use a compact operating table
For each source and campaign, show spend, unique enquiries, reached contacts, qualified conversations, attended appointments and the later stages the CRM can support. Add elapsed time to first response and reasons for loss. The table should make the next decision visible.
Calculate cost per qualified conversation from the same cohort and cost basis. Document whether production, agency fees and media are included. Comparing a media-only cost in one report with a fully loaded cost in another creates a misleading improvement.
- Media cost / unique enquiries
- Reached contacts / unique enquiries
- Qualified conversations / unique enquiries
- Attended appointments / qualified conversations
- Closed outcomes only where verified and attributed
Show missing data honestly
Use an explicit unavailable status when CRM stages are not maintained. A blank stage is not a zero. Note platform attribution windows, duplicate handling and source limitations beside the report rather than burying them in a separate presentation.
Separate attribution from incrementality. A platform or CRM can assign credit under a rule without proving the campaign caused every recorded sale. Use that distinction when making budget decisions, particularly when branded search, retargeting and offline relationships overlap.
Turn the review into an action
End the weekly review with the obstacle, the proposed change, its owner and the evidence needed. Low contactability may call for routing or timing changes. Repeated price mismatch may call for clearer creative. Strong qualification with low attendance may point to appointment handling.
Keep the creative team in this conversation. Sales objections can become useful explanations, better scripts and more honest landing pages. A scorecard earns its place when it improves the next buyer experience, rather than merely adding another dashboard.
Make the thinking useful.