Quick Summary
Each quarter, we review our own sales funnel metrics — and we’re sharing the numbers with you. From inquiries to signed projects, here’s how our Q3 shaped up and what it tells us about where to focus next. If you’ve been wondering how to track your own sales funnel or want to benchmark your performance, this peek behind the curtain will help you plan smarter marketing moves.
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In a past newsletter, I asked:
Do you want more clients, or better clients?
Whatever your answer, the starting point is the same: know your numbers.
How many inquiries have you had this year? How many closed? And what was the average client value?
Reviewing past performance gives you the clarity to set realistic future goals and work backwards to create a marketing plan.
That’s why, each quarter, I share an overview of our own sales. If I ask clients to track their numbers, it’s only fair that I share mine too.
Here’s a detailed summary of our leads for the year:
Our Sales Performance (YTD)
These are our conversions from January through September:
- 50 inquiries → 36 intro calls (72% conversion)
- 36 free intro calls → 19 paid consultations (53% conversion)
- 19 consultations → 15 signed projects (79% conversion)
That means, overall:
- 38% of inquiries became consultations
- 30% of inquiries became projects
- Close timeline: 2–4 months
This is where our leads came from:
- 6% this newsletter
- 34% referrals
- 22% Google
- 12% conferences and events
- 10% social media
- 8% cold pitch
- 8% podcasts
This is who we’ve been working with:
- 16% other
- 54% design and architecture firms
- 18% construction firms
- 12% building materials and suppliers
This is where our clients are based:
- 55% Canada
- 45% USA
Keeping an eye on these numbers keeps us accountable.
Daniela
