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CRM, lead flow and sales techniques · Lead management

Track five or six lead numbers, and ask reps to rate every lead.

Lead KPIs are the few numbers that tell an owner whether enquiries are turning into orders. A sales-qualified lead (SQL) rating is a score the rep gives each lead after the first real conversation. The page ends in a one-page KPI sheet and the rating question that feeds back to marketing.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Editorial illustration for Sales metrics and KPI development

In one paragraph

Lead KPIs are the few numbers that tell an owner whether enquiries are turning into orders. A sales-qualified lead (SQL) rating is a score the rep gives each lead after the first real conversation. The page ends in a one-page KPI sheet and the rating question that feeds back to marketing.

Ask 'how are our leads doing?' at a school-uniform maker in Tirupur and the owner receives a deck of thirty charts. Nobody can say how many enquiries came from phone calls, how many were real, or how many became orders. Everyone has an opinion, nobody has a number.

Cut the list to what you will act on. Enquiries by source, share that were contacted, share that were qualified, orders by source, and days from enquiry to order. Cost per order only where you can attach spend honestly. Every number has an owner who can change it and a date it is read.

Then add the one thing numbers cannot capture: what the rep thought of the lead. After the first real conversation the rep rates it on a short scale. Marketing reads the ratings by source and campaign, and the argument 'the leads are rubbish' becomes a column anyone can sort.

The owner, the sales head and the marketing owner agree the definitions together. This page follows the follow-up dashboard, which supplies the speed numbers, and feeds the recycle list for rejected leads.

Where this sits

Topic 7 of 13 in crm, lead flow and sales techniques: lead management. Segmenting, qualifying, nurturing, scoring, routing and measuring leads inside the CRM.

The topic before
Inbound selling: advise
The topic after
CRM setup and data

If you want this done for you

The weekly review argues about numbers because everyone is counting something different.

Read the sales metrics and KPI development page

The work

What this is actually like.

  • “Leads that never touch a website still count”

    In India a large part of enquiries arrive by call, WhatsApp and walk-in. A web-analytics dashboard misses them. Add phone, WhatsApp, missed call and referral as sources, and make the rep log the source on the first call.

  • “A KPI without an owner is decoration”

    For each number, name the person who can move it and the action they will take if it drops. If nobody can name an action, drop the number from the sheet.

  • “Rating is not scoring”

    A score is calculated from the lead's attributes before anyone calls. A rating is the rep's judgment after the call. Keep both; where they disagree, look closely. A high score with a low rating points at the scoring rules or the source.

  • “Ratings need a rule or they drift”

    Define each point of the scale in a sentence the rep can apply. 'Has budget and a date' is a different rating from 'interested but vague'. Review two ratings together each week so the reps stay aligned.

What we do

What you end up with.

The documents this topic produces, what each one is for, and how you know it is finished.

  1. KPI sheet

    Rows: metric, definition, source of data, owner, how often it is read, action if it falls. Five or six rows. Written by the sales head and marketing owner, approved by the owner.

    Result: Finished when each KPI can be filled for last month from existing data in under an hour.

  2. Source list

    The fixed list of lead sources including phone, WhatsApp, missed call, referral and walk-in, with a short definition each.

    Result: Finished when every lead from last month fits exactly one source.

  3. Rep rating scale

    Three or four levels, each defined by what the buyer said or did, plus a reason column. Entered by the rep within a day of the first conversation.

    Result: Finished when two reps rating the same call notes give the same rating.

  4. Feedback summary for marketing

    A table by source and campaign: leads, average rating, orders. Sent to marketing at each review meeting with the lowest and highest rated campaigns circled.

    Result: Finished when marketing changes or keeps one campaign because of it.

Why us

Why owners pick GullySales over an agency.

  • Marketing and sales, as one job

    Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.

  • The person on the first call does the work

    No account managers in between. You are never handed to someone you have not met.

  • A baseline before anything starts

    Your numbers are written down on day one, so every later report compares against something honest.

  • The fee in writing, split three ways

    Our time, your media spend and production on separate lines. You always see what goes to us.

  • No guarantees we cannot keep

    The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.

  • One office, and we say so

    Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.

#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.

Your brief

Tell us what you need, and we will read it before we call.

Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.

Tell us what you needor call +91 80958 58589

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
How many KPIs are too many?
More than you can read in ten minutes. For a small business five or six is plenty. If a number is not changing a decision, remove it; you can always add it back.
Who should rate the lead?
The rep who spoke to the buyer, after the first real conversation. A manager rating from the sheet will miss what was said. Ask for the rating the same day, while the call is fresh.
What if marketing disputes the ratings?
Compare ratings with orders. If low-rated leads close at the same rate as high-rated ones, the rating needs fixing. If they do not, the rating is telling marketing something real.
Do I need cost per lead?
Only if you can match spend to source without guessing. For a source you pay for, divide spend by orders, not by enquiries. A cheap enquiry that never closes is not cheap.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
Fixes to reply time and follow-up are the quickest to show, because the enquiries already exist. Process, CRM and training changes show as the team uses them. Each one is tracked against the baseline.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
To start, last month's enquiries in any format and time with whoever handles them. After that, access to the accounts the work touches, such as the website, Google Business Profile or CRM.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

Where to go next

The work that carries this topic further.

Services

The rest of lead management

Or read all of crm, lead flow and sales techniques.

Your next practical step

Tell us what you are trying to grow, and we will read it before we call.

Eight short steps, mostly taps. Skip anything you would rather answer on the call.

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