A review you can take into your own workflow
Download the campaign review template (.md) ↓
Editable plain text. No signup, prospect-data upload or analytics connection. This is a proposed review framework, not a validated benchmark or a record of client performance.
Use it when the campaign report says “activity increased” but nobody can explain whether the conversations became more useful. Agree the reporting period, audience, counting unit and handover criteria before interpreting a percentage.
Prefer a spreadsheet?
Download the blank spreadsheet template (.csv) ↓
The same working fields and guidance, arranged as Section, Field, Your entry and Notes. Import the UTF-8 CSV into your spreadsheet tool, enter your information in the blank column and keep the notes beside it. Duplicate relevant rows when you need more than one observation.
This is a record to adapt, not an automated scoring model, validated benchmark or forecast. It contains no formulas, real prospect records or client results. The Markdown version remains available above if you prefer a document.
No signup or upload. Nothing is sent to this website. Keep personal or confidential information in your approved systems; check sharing permissions if you use an online spreadsheet.
Define the counts before calculating a rate
- Accounts reviewed
- Businesses assessed against your criteria. Distinguish reviewed accounts from ones accepted for outreach.
- Contacts approached
- People approached through the agreed channel. Decide whether the count is unique people or attempts; do not mix the two.
- Replies received
- Responses classified by meaning: information request, relevant interest, referral, not now, not a fit or stop contact. A response is not automatically positive interest.
- Handovers submitted and accepted
- Records sent to sales and records accepted against agreed criteria. Keep those counts separate and record why a handover was returned.
- Sales outcomes
- Later opportunities or wins confirmed by your sales process. Keep their status and dates separate from outreach activity.
Use explicit qualification criteria to decide what belongs in a handover. If a record lacks essential evidence, mark the uncertainty instead of completing the report with an assumption.
Every percentage needs a denominator
If you choose to calculate a reply rate, write the definition alongside it. “Unique people who replied ÷ unique people approached” is different from “responses ÷ message attempts.” Either can be useful for a particular review, but they are not interchangeable.
A handover-acceptance ratio can be defined as accepted handovers divided by submitted handovers. It tells you about that review stage, not the probability of a sale. When the denominator is zero, report “not calculable,” not 0% performance.
Fictional arithmetic example, not a benchmark: if sales accepts 6 of 10 submitted handovers, the acceptance ratio is 60%. That number says nothing about typical agency performance, revenue or which four records were returned. The reasons matter as much as the ratio.
Match the next question to the stage
- Weak account fit: review the criteria, source evidence and exclusions before increasing the list.
- Little relevant interest: review whether the proposition, audience and message belong together. Activity alone cannot diagnose the cause.
- Replies stall: check ownership, requested information and whether a useful next step was agreed.
- Handovers are returned: compare the records with the receiving team's acceptance criteria. Ask which evidence is missing.
- Meetings do not progress: review the purpose and context with sales. Do not automatically attribute every outcome to outreach.
Keep decisions bounded: what will change, who will do it and when you will review it. The research worksheet and outreach scope help connect the question to the work.
Compare like with like
Before comparing periods, check the audience, channel, counting definition, duration and acceptance criteria. If one period used unique accounts and another used contact attempts, a percentage change may describe the reporting method rather than the campaign.
Small counts are unstable: a single additional conversation can substantially change a rate. Describe what happened and the uncertainty instead of treating a short observation as proof that one message caused the result. This template does not perform statistical inference or establish causation.
Keep opt-outs and contact restrictions in the operational workflow. Do not publish prospect-level records in an agency report, a public spreadsheet or this website. The blank template can be used locally without sending data to The Lead Agency.
Turn the review into one reviewable change
The output should be a decision, not just a dashboard: continue, clarify, change a specific stage, or pause. Include the supporting observation and who owns the next action. Keep unsupported explanations labelled as hypotheses.
Use the readiness planner if the foundations were never agreed. If you need to discuss a research, outreach or qualification scope, bring the questions rather than confidential customer records. We agree the work and limits before starting; there is no promised response rate or revenue outcome.