From enquiry to customer.
WHAT TO MEASURE
Enquiries received Quotes or proposals issued Customers won The proportion at each step
WHY EACH STEP
It locates where you lose people.
WHAT EACH GAP TELLS YOU
- Enquiries not quoted: capacity, or poor qualification
- Quotes not won: price, or the proposal
- Won but not repeated: delivery or follow-up
WHAT TO TRACK ALONGSIDE
Time to respond.
THE RESPONSE TIME POINT
Compare conversion for enquiries answered quickly against those answered slowly.
The difference is usually substantial and actionable.
WHAT TO SEGMENT BY
Source, product, and value.
WHAT THAT REVEALS
Sources producing enquiries that never convert.
WHAT TO RECORD FOR LOST QUOTES
The reason.
WHY
Patterns in lost work are the most useful sales information you can have.
WHAT TO REVIEW
Monthly.
