FactoryWhere the number lives / Marketing and demand
Marketing and demand
You spend on exhibitions, portals and campaigns and cannot prove which of them produced an order, so every renewal conversation is a defence.
Spend traceable to closed revenue. Agreed in writing, before anything is built.
What this looks like from the inside.
If three or more of these are true, there is almost certainly a number here worth chasing.
- 01Enquiries arrive, the obvious ones get called, and the rest go cold in an inbox.
- 02Every channel gets renewed because no channel can be proved to have failed.
- 03The enquiry log and the order book cannot be joined, so attribution stops at the first click.
- 04An exhibition costs a fortune and produces a spreadsheet of business cards nobody works.
- 05Nobody recycles an enquiry that went quiet, even when the company later posts a tender.
The number we would agree first.
Marketing spend traceable to closed revenue, computed on the resolved enquiry log, by channel, over trailing four quarters. Or share of enquiries first contacted inside the agreed SLA.
Response time moves within weeks and is visible to everyone. Attribution takes longer but settles the argument you have been losing at every budget review.
Enquiry response analysis on one export of your enquiry log: the share contacted inside an hour, and where the rest went cold.
6 plays that move it.
Each is built from the same nine patterns and reads the same memory. The first is priced as a pilot. Every one after it runs on a memory that already exists.
- MarketingCampaign and channel attribution
- MarketingEnquiry scoring and routing
- MarketingEnquiry recycling on triggers
- MarketingEvent and exhibition return model
- MarketingSpend reallocation model
- AcquireTrigger monitoring on public record
A number in this function we have already moved.
Success story / Insurance distributionThree acquisitions in, they could not say how many clients they had.
Two agency management systems and a spreadsheet held overlapping books, so every retention and cross-sell question rested on a client count nobody trusted.
Read the success story