A practical sequence
- Confirm event quality and lead acceptance. Do not expand based only on a cheap raw enquiry.
- Check capacity: stock, service availability, creative production and sales follow-up. Record the actual bottleneck.
- Separate marginal outcomes from averages. Past average costs do not guarantee the cost of additional demand.
- Define the increment, observation window and a review trigger. Specify what evidence would support continuing, changing or stopping.
Take this into the brief
Budget change / Capacity check / Lead-quality rule / Observation window / Review owner / Decision conditions
The decision to take away
The output is a bounded operating decision, not a forecast created by multiplying a past conversion rate.
Sources and review date
Sources read on: 2026-09-11. A source review is not an audit of the agency’s systems.