01One company, several different events
Distinguish a company record from a contact attempt and a completed conversation. Several calls to one company do not create several companies. Record a conversation with a receptionist separately from one with the relevant person.
02Fields to support review and follow-up
Agree the report structure in advance:
- Company, country, segment and contact source.
- Date and channel of each contact attempt, whether contact was made, and the person's name and role where available.
- Fit with the target profile, reason for interest, question or reason for declining.
- Proposal requests, whether the proposal was sent and how the prospect responded, recorded separately.
- Next step, person responsible and available project materials.
03Understand how the figures are calculated
Every percentage needs a clear definition of what counts as a result and which records form the basis for the calculation: companies, relevant conversations, qualified interest or readiness to consider a deal. The size of the contact list does not replace the calculation basis agreed for the guarantee in the contract. Leads, meetings and contracts are different outcomes.
Illustrative example — not an AXCEND case study
Add useful details to each status
Products: add the requested specification and the person's role to “Proposal requested”. Services: attach received route details to a freight quote request. If information was not obtained, leave the field empty or mark it for clarification; do not fill it with an assumption.
05How the guarantee is agreed
The first launch under a full main package carries an individually agreed guarantee of up to 5%. The exact percentage, result criteria and calculation basis are agreed before launch and recorded in the contract.
- The agreed percentage is our commitment for your project, not a cap on the results we can achieve.
- Lead Generation Unit: qualified interest in your products or services and willingness to receive a proposal. The contract sets out the criteria and calculation basis.
- Closer Team: readiness to consider a deal. The percentage is calculated from conversations or presentations with decision-makers, as specified in the contract.
- If the agreed guarantee is not met, we repeat the launch at our expense. If the repeat launch also fails to achieve the agreed result, we refund 50% of the payment.
- The guarantee applies to the main 500-company packages. It does not apply to the pilot or inbound enquiry handling.