ADAPT LEADS
Which outreach is creating qualified opportunities?

A consistent campaign scorecard with visible denominators and an agreed opportunity definition.

Campaign name and cohort start:

Sector and channel:

Unique accounts contacted:

Accounts with human replies:

Qualified opportunities using our definition:

Won accounts and won revenue:

Known campaign costs and allocation policy:

Review date, finding and next experiment:

Completion checks
[ ] Numerators and denominators use the same cohort.
[ ] The team can trace outcomes to accounts.
[ ] Missing inputs remain unavailable.
[ ] A download and a qualified opportunity are reported separately.

Original guide: https://adaptleads.co.uk/resources/outreach-pipeline-scorecard/