Qualified enquiry
An enquiry that meets the fit and intent criteria agreed before launch. The definition is specific to the client and should not be changed silently to improve reporting.
Cost per qualified enquiry (CPQL)
Total attributable acquisition spend divided by the number of qualified enquiries for the same period and scope.
Lead response time
The elapsed time between a valid enquiry and the first valid human or approved automated response. Median time is usually more informative than an average distorted by outliers.
Enquiry-to-appointment rate
The percentage of relevant enquiries that become booked sales appointments. It reflects qualification, follow-up, offer clarity, availability, and booking friction.
Appointment show-up rate
The percentage of booked appointments that attend. Calendar accuracy, reminders, qualification, expectations, and rescheduling options can all affect it.
Source-to-customer attribution
The recorded connection between an acquired customer and the original source or journey that created the opportunity. It is a decision aid, not perfect certainty.
Turn the framework into a working system.
We will review your current lead journey, identify the primary constraint, and explain the most useful next step without promising a result before seeing the evidence.
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