Rung three: Convert
Convert is the third rung of Five Rungs: the point at which a qualified opportunity becomes a proposal, and a proposal becomes a customer. It is the rung most lead generation agencies never look at, because their job ends at the booked meeting. Ours does not, which is why we publish what happened after the handover.
The handover
Every opportunity reaches your team with the company, the person, what was said, why now and the agreed next step - in your CRM or in a format your team can use immediately. A meeting handed over as a name and a time is half an opportunity.
The standard it was qualified to
Conversion starts with qualification. Every opportunity we hand over has been checked against the criteria agreed with you at discovery, and where one falls outside them we review it with you and act. That is the Lets Elevate Quality Commitment, and it is the contract between the Engage rung and this one.
The process on your side
We will also tell you, honestly, when the leak is on your side of the handover: a proposal that takes three weeks to arrive, a follow-up that never happens, a pricing conversation that starts too late. Sales process review is part of the consultancy work on this rung, and it is often the cheapest improvement available.
The follow-up
Not every good conversation is ready today. Prospects who fit the profile but are not yet buying go into structured follow-up rather than being dropped, and are re-engaged when their timescale arrives. On a twelve-month campaign that follow-up pool is where a meaningful share of the later appointments comes from.
What it produced
72% of the 127-plus appointments on our technology campaign went to proposal, building £3.8m-plus of pipeline over twelve months. Across our campaign history, roughly 1 in 2.8 qualified opportunities converts to a customer - a historical average that varies by sector, proposition and the client's own sales process.
- Attract
- Engage
- Convert
- Retain
- Grow
- B2B telemarketing
- B2B appointment setting
- B2B email marketing
- Outsourced SDR and business development
Book a call
Tell us what a good opportunity looks like for you
One conversation. We will tell you honestly whether outbound is the right next step, and what it would take.