Quick Summary
Every quarter, we review and share our sales and marketing performance—from how leads found us to what channels drove the most conversions. This post gives you a behind-the-scenes look at what worked (and what didn’t), and how we’re planning ahead. If you want to improve your sales and marketing clarity, this is a great place to start.
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I believe that what you don’t measure, you can’t improve.
Every quarter, we review our sales and marketing performance—just like we ask our clients to do. Whether you’ve been an email reader for a while or just subscribed, this is a regular practice we share to stay accountable and model the systems we help others build.
It’s not about chasing vanity metrics. It’s about getting clear on what’s working, what’s not, and where to focus next.
Here’s a behind-the-scenes look at how Findable has been tracking so far this year:
Our Sales Performance (YTD)
From January through June, we’ve had steady interest from aligned prospects:
- 37 expressed interest
- 23 booked intro calls
- 12 paid consultations
- 8 long-term projects signed
That means:
- 66.7% converted into consulting clients
- 21.6% converted into long-term projects
- The average inquiry closes within 2 months, and some up to 5
Lead Sources
- 34% referrals
- 24% Google
- 13% social media
- 8% cold pitch
- 8% podcasts
- 8% this newsletter
- 5% conferences and events
Industries
- 49% designers and architects
- 18% general contractors and builders
- 13% building products and suppliers
- 21% other
Geography
- 5% Europe
- 58% Canada
- 37% USA
Our Marketing Performance (YTD)
Website
- Our website has received 7,600 visits so far this year, compared to 11,000 last year. 64% of traffic came from Google search.
- We’ve sent 25 weekly newsletters this year, with an average 57% open rate, up from 45% last year. We have 194 new subscribers.
- Case studies seem to be your favourite. This one about Callaway Childcare Construction had the highest open rate (67%) among all our emails.
Social Media
- LinkedIn: Our audience grew to 3,300 followers, 74,000 impressions and with consistent posting 2 to 5 times per week. This post about getting inquiries from ChatGPT was the most popular.
- Instagram: We reactivated the account in Q2 and gained 50 new followers.
Press
- We were featured on 3 podcasts:
Highlights and Reflections from Q2
- Cold Outreach, Old School Style
- I pitched 10 local companies and visited them in person. 7 replied, 5 booked meetings.
- No sales yet—but I’ve learned a completely new skill. After 5 years of running a remote-first company, meeting face-to-face is a whole new world for me.
- Monthly Consulting Offer
- Inspired by our client Lorla Studio (who offers a “Design Day”), I launched a short-term consulting service: 30 Days of Marketing.
- Since January, it’s evolved into an ongoing monthly consulting service for people who want strategic support and accountability but can execute on their own.
- Consistency = Confidence
- We’ve been super consistent with our own marketing: a weekly newsletter and 5-7 weekly social posts. I handle LinkedIn, while my colleagues Filomena and Aly run Instagram.
- In Q3, we’re starting video content. I’m kinda scared, kinda excited.
- Public Speaking on Pause
- I didn’t do much speaking in Q2, but I’m planning to ramp it back up in Q3—with a twist. I’ll be donating future speaker fees to a charity partner.
- Flipping Websites, Not Houses
- Outside the agency, I’ve been working on a side project: flipping websites. I’m building and reselling a website I’ve grown over the last few years.
- Referral Program
- We added 5 new referral partners last quarter—bringing us to 11 in total.
Tracking these numbers helps us lead better and model what we teach.
Want to start tracking your own performance? Here’s the spreadsheet we use.
If you’re ready to get clearer on your own marketing and sales, book a call. I’d love to support you.
