Quick Summary
December is when things finally slow down enough to see the year clearly. In this year-end marketing review, we are sharing Findable’s 2025 numbers - how many inquiries came in, what converted, how long deals took to close, and which channels actually pulled their weight. We also unpack what shifted from last year, including the experiments we ran each quarter and the sales tweaks that lifted our conversion rate. Then it is your turn. We are leaving you with the exact reflection questions we use to plan what comes next.
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And just like that, it’s December.
Sales calls have slowed down. Proposal writing has eased up. The team and I are wrapping up client work before the holidays.
As the pace softens, I’m using this window to rest and reflect.
This is when many of us finally have the space to process everything that’s happened this year, look at our year-end numbers and connect dots we’ve been too busy to see.
Revenue and profit are the obvious numbers we all review. But I also strongly encourage you to review your leads and conversions.
In quarterly tradition, I like to share our numbers to encourage you to track yours.
Findable’s 2025 numbers
This is how many leads we got in 2025:
- 64 inquiries → 48 intro calls (75% conversion)
- 48 free intro calls → 23 paid consultations (48% conversion)
- 23 consultations → 17 signed projects (74% conversion)
That means, overall:
- 36% of inquiries became consultations
- 27% of inquiries became projects
- Close timeline: 1–4 months
This is where our leads came from:
- 32% Google
- 29% referrals
- 10% conferences and events
- 10% social media
- 6% cold pitch
- 6% podcasts
- 4% this newsletter
- 1% ChatGPT
This is who has been reaching out:
- 54% design and architecture firms
- 18% construction firms
- 12% building materials and suppliers
- 16% other
This is where our leads are located:
- 55% Canada
- 45% USA
Some reflections from the year
I went into 2025 fully intending for it to be a make-it-or-break-it year.
I wasn’t going to hope the economy shifted or that business magically improved. I decided to push for change, and I was more disciplined than I’ve ever been.
Every quarter, we tested a different marketing channel:
Q1: launched a referral program.
Q2: cold pitching.
Q3: created a course.
Q4: short-form videos on social.
At the same time, we refined our sales process, packages, and proposals a lot.
The result? Inquiries went from 30 last year to 62 this year, and our inquiry-to-project conversion rate increased from 13% to 27%. Holy smokes.
In 2026, I’m looking forward to simplifying. I’d like to work on fewer channels (social, email, and workshops) and get exceptionally good (and consistent) at them all year long.
Your turn…
Here are some reflection questions I’ve been using, and I encourage you to use them too.
- Leads. How many leads did we get this year? How does that compare to the last five years? Do we have a healthy mix of channels?
- Conversions. What was our conversion rate?
- The work. What were our most vs. least favourite projects? Which ones do we want more of, and why?
- Positioning. If someone looked at our portfolio or our last five social posts, would our positioning be crystal clear?
- Visibility. Did we consistently show up and talk about our work?
Happy 2026, my friend! And thank you for reading our email newsletters this year!
Daniela
