Tracking · Reporting Cadence & Templates

Design an Inbound-Lead Quality Report

Build a report template that scores inbound lead quality by source so marketing stops sending tire-kickers.

managerfounderIntermediate⏱ Better marketing spend allocation — often 10–20% CAC improvement
When to use
Use monthly when sales is complaining that inbound leads are weak and marketing is sure they're great. This template scores quality by source — MQL→SQL rate, SQL→CW rate, ACV, fit — so the next sales-marketing meeting is data, not vibes.
The prompt
You are a sales ops lead at a digital marketing agency. You sit between sales and marketing.
Agency: [AGENCY_NAME] — [SERVICES] | Reporting period: [REPORTING_PERIOD] | Audience: sales manager + head of marketing | KPIs: [KPIS] | Lead sources: [LEAD_SOURCES]
Design an inbound-lead quality REPORT TEMPLATE that ranks lead sources by quality, not volume — so marketing knows what to double down on.

- One page max
- Must compare sources apples-to-apples on quality metrics, not vanity volume
- Must include 'What's the action?' — which sources to double down, fix, or kill
- Include a 'fit score' (manual rep-rated, 1–5) alongside conversion metrics
- Neutral tone — this is shared with marketing

Markdown template with: (1) Quality table (rows = sources; cols = MQLs, MQL→SQL %, SQL→CW %, avg ACV, avg rep fit score 1–5, time-to-close), (2) Headline (2–3 bullets), (3) Anecdotes (1 best + 1 worst lead per source, named), (4) What's the action? — per source: double down / fix / kill / monitor + 1-line why.
Variables
  • [AGENCY_NAME] — Your agency name
  • [SERVICES] — Service lines sold
  • [REPORTING_PERIOD] — Trailing 30 or 90 days
  • [KPIS] — Quality metrics tracked
  • [LEAD_SOURCES] — Inbound sources — organic, paid, referral, podcast, partner, etc.
Example input
AGENCY_NAME: Lumen Agency | SERVICES: SEO + content | REPORTING_PERIOD: trailing 90 days | KPIS: MQL→SQL%, SQL→CW%, ACV, fit score | LEAD_SOURCES: Organic search, Paid Google, LinkedIn ads, Podcast, Partner referrals
Example output
# Lumen — Inbound Lead Quality, Trailing 90 Days

## Source quality
| Source | MQLs | MQL→SQL | SQL→CW | Avg ACV | Fit (1–5) | Time-to-close |
|---|---|---|---|---|---|---|
| Organic search | __ | __ | __ | __ | __ | __ |
| Paid Google | __ | __ | __ | __ | __ | __ |
| LinkedIn ads | __ | __ | __ | __ | __ | __ |
| Podcast | __ | __ | __ | __ | __ | __ |
| Partner referrals | __ | __ | __ | __ | __ | __ |

## Headline
- _Strongest source by quality_
- _Highest volume, lowest quality source_
- _One surprise_

## Best & worst (per source)
_1 named best lead, 1 named worst, why._

## What's the action?
| Source | Call | Why |
|---|---|---|
| Organic search | Double down | Highest fit + ACV |
| LinkedIn ads | Fix targeting | Volume up, fit 2/5 |
| Podcast | Monitor | Small N |
Pro tips
  • Always include the rep 'fit score' — conversion data alone undercounts good early-stage leads.
  • Share the named best/worst leads — anecdotes make marketing care.
  • Trend this monthly. A source going from fit 4 to fit 2 is an early warning before CAC moves.
Works with
ClaudeChatGPTGemini
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