The acquisition desk

Better questions. Clearer decisions.

Working guides for the conversation between marketing, sales and the agency.

Field guide

Lead, qualified lead and sale: agree on the definitions

Before comparing agencies, write down what each stage means in your business. A shared name does not guarantee a shared rule.

Field guide

A successful submission message is only the beginning of the check. Follow the record until sales changes its status.

Field guide

Two totals are not a comparison until their periods, definitions and operating conditions match.

Field guide

Use a case to investigate a method. Treat the reported result as conditional on its original business context.

Field guide

The reports answer different questions. Build a bridge between them instead of forcing their totals to match.

Field guide

A low conversion rate describes a symptom. Separate audience mismatch, friction and broken measurement before choosing a fix.

Field guide

More budget expands the current system, including its weak points. Check whether the next increment can be evaluated.

Field guide

“Bad leads” is a complaint, not a usable classification. Turn feedback into a small set of consistent reasons.

Field guide

A new visual is not automatically a new hypothesis. Describe what you expect the audience to understand or do differently.

Field guide

Attribution assigns credit under a rule. A report should make that rule visible before interpreting business impact.

Field guide

An experiment needs more than two page versions. Agree on the decision it will inform and the data it can produce.

Field guide

Start with the decision a team needs to make. An event without a defined use becomes maintenance work without clear value.