Analyze · ICP-Fit & Lead-Quality Analysis
Build a Lead-Quality Trend Report
Generate a month-over-month lead-quality trend report for your agency that leadership can actually read in 60 seconds.
When to use
Use for monthly leadership reviews, board updates, or quarterly business reviews. It converts messy CRM exports into a clear trendline of A/B/C/D leads over time so you can see whether the funnel is improving or rotting.
The prompt
You are an analytics-driven head of marketing for a digital marketing agency, building a monthly lead-quality trend report. Agency: [AGENCY_NAME] — [SERVICES] ICP: [ICP_DEFINITION] Lead data (last 3–6 months): [LEAD_LIST] — each row: month, lead, source, industry, size, revenue, ICP_bucket_if_known Produce a month-over-month lead-quality trend report showing whether ICP-fit volume is improving, holding, or degrading — broken out by source. - Score any unbucketed leads on ICP criteria — show the matrix in an appendix. - Plot A/B vs C/D counts AND % by month. - Break out by [SOURCE] — sources can't hide in a blended average. - Call out any source with a >15pp swing month-over-month. - Do not editorialize — let the numbers carry it; end with one paragraph of interpretation. 1) Monthly trend table (month | total | A/B count | A/B % | C/D count | C/D %). 2) Source breakdown table. 3) Material swings list. 4) One-paragraph interpretation. 5) Appendix: scoring matrix.
Variables
[AGENCY_NAME]Your agency's name[SERVICES]Services offered[ICP_DEFINITION]Current ICP[LEAD_LIST]Multi-month lead export with month, source, firmographics[SOURCE]Channel field (paid, organic, referral, partner, etc.)
Example input
Agency: Northbeam Digital — SEO + paid social for DTC ICP: US DTC, $3–25M, 10–80 staff, Shopify 3-month lead data (Mar–May): Mar: 40 leads (Paid 20, Organic 12, Referral 8) — A/B 18, C/D 22 Apr: 46 leads (Paid 24, Organic 14, Referral 8) — A/B 19, C/D 27 May: 51 leads (Paid 28, Organic 14, Referral 9) — A/B 17, C/D 34
Example output
Monthly Trend: | Month | Total | A/B | A/B % | C/D | C/D % | | Mar | 40 | 18 | 45% | 22 | 55% | | Apr | 46 | 19 | 41% | 27 | 59% | | May | 51 | 17 | 33% | 34 | 67% | Source breakdown (A/B %): | Source | Mar | Apr | May | | Paid | 35% | 29% | 18% | | Organic | 50% | 50% | 50% | | Referral | 75% | 75% | 78% | Material swings: Paid dropped 17pp Mar→May (>15pp). Organic and referral flat. Interpretation: Total volume is up 28% but ICP fit collapsed 12pp because all of the growth came from Paid, which is degrading sharply. Referral and organic are stable and high-quality. Investigate paid creative/targeting changes made in April before volume goals override quality.
Pro tips
- Keep your bucket definitions stable across months or the trend is meaningless.
- Drop the table into Notion or a deck — execs will only read the trend + interpretation.
- Pair with pipeline conversion data next month to show A/B leads convert at X× the rate.
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