To land two clients monthly with a 20% close rate, you need ten qualified leads. Track five metrics: leads, opportunities, demos, proposals, and deals. This shows where prospects drop off, like between demo and proposal, so you can plug the leaks.
If you close 20% of your qualified leads and you need 2 clients a month, you need 10 serious conversations, 10 real opportunities every month. Now let's reverse engineer it. Track 5 numbers: leads, qualified opportunities, demos, proposals, deals closed or win rate. Now, once you start tracking your numbers, you'll notice something. You'll find leaks in the pipeline. It might be happening between demo presented and proposal sent, or proposal sent and deal closed. If you're losing deals in the early stages of the funnel, this could be due to a number of factors, including budgets shifting, client priorities changing, or a competitor sneaking in and pitching.
