Appointment setting results,
on one scale.
Month one is never the story. What matters in outbound is whether the pipeline compounds — so we show the curve, the constraint behind it, and exactly how every figure is counted.
Selected client experience
312
Qualified conversations
Rolling 12 months · budget confirmed and attended
$18.4M
Pipeline created
Rolling 12 months · client-reported CRM value
92%
Meeting show rate
Trailing 6 months · attended ÷ confirmed
9
Active engagements
This quarter · live outbound, four sectors
One pod, nothing subcontracted.
Research, copy, sending and booking in-house
Lists built by hand, never bought.
Written profile spec, enriched and verified
Reported weekly on our own numbers.
Touches, replies, booked, held — and what followed
04 — Evidence
It compounds,
or it isn’t working.
Month one is never the story. Three engagements on one scale — select a panel for what was behind the curve.
Same axes on all three panels: 0–32 conversations a month, months 1–7.
Industrial services
7 monthsThe constraint
Two reps splitting prospecting with account management. Outbound stopped whenever delivery got busy.
- Offer
- Multi-site maintenance, $180k average
- Market
- US manufacturers, $25M–$120M, multi-site
- Total conversations
- 148 across seven months
Outcome
Four contracts signed inside the engagement window.
“We had tried outbound twice before and both times it died in month two. The same list kept working for seven months.”
Enterprise software
5 monthsThe constraint
Messaging built for practitioners. Enterprise buyers were being asked at the wrong altitude.
- Offer
- Compliance platform, $95k first year
- Market
- Financial services and healthcare, 2,000+ staff
- Total conversations
- 96 at director level and above
Outcome
Average deal size increased once the buyer changed.
“Our closers stopped spending Fridays on calls that were never going to be real, and the forecast started matching the quarter.”
Climate infrastructure
4 monthsThe constraint
A warm network fully exhausted, and no route to allocators outside it.
- Offer
- Project equity, institutional round
- Market
- Family offices and infrastructure funds
- Total conversations
- 31 mandate-matched allocators
Outcome
Three allocators progressed to diligence.
“They opened conversations we had chased for a year, without ever making us sound like we needed the money.”
Names withheld where the engagement is covered by confidentiality. Series are client-reported booked conversations, counted once held.
What counts
Pipeline, not activity. A meeting that did not happen is not a result, however many emails it took to book.
How we count
Five numbers,
every week.
Every engagement is reported weekly on the same five figures we use internally. Series on this site are client-reported booked conversations, counted once held; names are withheld where the engagement is covered by confidentiality.
01
Touches
Every email, call and LinkedIn step sent, by channel and by week — so volume is visible, not assumed.
02
Replies
Every response, positive or not, including the ones that ask us to stop. Suppression is reported too.
03
Booked
Conversations accepted by a qualified decision-maker and placed in your calendar.
04
Held
Meetings that actually happened. This is the number a series is counted on — not bookings.
05
What happened after
Proposals, second meetings and signed work, as reported by your team. Pipeline, not activity.
What we leave out
The numbers we
will not sell you.
Outbound reporting is easy to flatter. These are the figures that make a month look busy without making it any more valuable — and what we report instead.
| Topic | Vanity metric | What we report instead |
|---|---|---|
| Volume | Thousands of emails sent. | Touches per qualified account, by channel. |
| Engagement | Open rates. (Our emails carry no tracking pixels.) | Replies — positive, negative and opt-outs, all counted. |
| Meetings | Meetings booked. | Meetings held with a qualified decision-maker. |
| Outcome | “Leads generated.” | What happened after: proposals, second meetings, signed work. |
Still deciding