Activity reporting dressed as performance
Sends, opens, replies. None of them tell you whether the programme made money, and open rates in particular have been unreliable since privacy protections started pre-fetching images.
Pipeline Reporting
Every reply accounted for, from first touch to closed revenue.
Most outbound reporting stops at the meeting, which is precisely where the interesting questions start. Which segment produced revenue, not just replies? Which angle brought deals that closed? Without that loop, you are optimising the top of a funnel with no idea what the bottom did with it.
The problem
What this normally looks like before we start.
The CRM does not match reality
Deals sit in stages nobody has updated, because updating them is manual work reps avoid. A forecast built on that data is fiction with a chart.
~25%
of a rep's working week consumed by manual CRM data entrysource ↗
Nobody can attribute a closed deal to a campaign
Six months later the origin of the deal is lost. So the next budget conversation is settled by whoever argues best rather than by what worked.
What we do
The actual work.
01
Define the stages once, properly
Entry and exit criteria written down for every stage, so 'qualified' and 'proposal' mean the same thing to everyone and a forecast is comparable month to month.
02
Capture the source automatically
Campaign, segment, sequence and angle stamped on the contact at first touch and carried through to close. No manual tagging that will quietly stop happening.
03
Sync outbound tooling into the CRM
Replies, meetings and outcomes written back automatically. If a rep has to copy it across, the data will be wrong within a month.
04
Report the full funnel
Contacted, replied, meeting booked, meeting held, opportunity, closed — with conversion between each step, split by segment.
05
Close the loop into targeting
Segments that produce revenue get more list; segments that produce meetings and no revenue get cut. That feedback is the entire point of the reporting.
What you get
Deliverables.
- ✦Pipeline stage definitions with entry and exit criteria
- ✦Automatic source, campaign and segment attribution
- ✦Two-way sync between sending tools and your CRM
- ✦Full-funnel dashboard from contacted to closed
- ✦Segment-level conversion and revenue reporting
- ✦Cohort analysis by month and by campaign
- ✦Weekly operating report and monthly review
- ✦Data-hygiene rules and duplicate management
How we’re different
Why this is worth handing to us.
We report to revenue, not to replies
The funnel runs all the way to closed-won. It is the only version that tells you whether to spend more.
Attribution is automatic
Because we build the integrations, the data arrives without anyone remembering to record it. Manual attribution always decays.
The dashboard is yours
Built in your CRM or BI tool, not in an agency portal you lose access to when the contract ends.
Questions we get
Straight answers.
We already have a CRM. Do we need this?+
The CRM is the container; this is the discipline that makes what is inside it trustworthy. Most CRMs we inherit have good software and unusable data, because nothing was defined and nothing was automatic.
Which CRMs do you work with?+
HubSpot, Zoho, Pipedrive, Salesforce and Odoo, plus custom builds where the process genuinely does not fit an off-the-shelf pipeline. We would rather adapt to your stack than sell you a migration you did not ask for.
How long does it take to set up?+
Two to four weeks for stage definitions, attribution and dashboards on a standard CRM. Longer if the existing data needs deduplicating and cleaning first, which it usually does.
Where the numbers come from
- AskElephant — Why reps spend 25% of their time on CRM ↗
- Johnny Grow — CRM failure rate research ↗
- Pintel — Sales teams waste 8+ hours a week on manual work (2026) ↗
Figures are industry benchmarks published by third parties, cited so you can check them. They describe the market, not a promise about your results.
See what outbound actually produced.
We'll connect the tooling to your CRM and build the funnel view from first touch to closed revenue.
Usually paired with
Custom CRM
Your pipeline, your rules — software shaped around how you actually sell.
Read →Dashboards & BI
Numbers you can act on, in one place, that everyone agrees are correct.
Read →Meeting Booking
SDR-as-a-service — replies worked into calendar invitations that get attended.
Read →Cold Email Campaigns
Sequenced, tested and tracked — written to be answered, not admired.
Read →