PDF + Excel workbook
Which deals have you forgotten to follow up?
A seven-day CRM cleanup plan and Excel follow-up tracker for deals with missing owners, vague actions or overdue dates.
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Which outreach is creating qualified opportunities?
An Excel campaign scorecard and measurement guide. Compare the same account cohort from outreach through replies, opportunities and wins.
The short answer
How do you measure whether outreach is working?
Follow a defined cohort of contacted accounts into human replies, qualified opportunities and wins. Use the same account unit and review window for each rate. Report cost per opportunity only where costs and opportunity counts are known, and keep sourced and influenced outcomes separate.
Before you begin
What you will take away
Reports show sends, opens and clicks, but the team cannot trace an article, list or campaign into qualified demand.
- A consistent campaign scorecard with visible denominators and an agreed opportunity definition.
- PDF + Excel workbook. Four-page PDF with a reusable worksheet.
- Examples are illustrative and can be adapted to your sector.
- Use it with your current tools, then keep the next step on the company record.
01
Work through the problem
Budgets and content decisions follow activity counts while useful conversations and opportunities remain hard to attribute.
1. Define the unit and cohort
Use unique accounts contacted for the supplied workbook. Keep one campaign or segment per row, with its start and review dates. Do not mix message counts with account outcomes. Deduplicate multiple people at one company.
2. Agree what counts as an opportunity
Write the criteria before reviewing results. For example, a relevant company has described a problem and agreed a substantive next step with the person responsible. A download alone is not automatically a qualified opportunity.
3. Keep costs and outcomes comparable
Record costs allocated to the same cohort, using your chosen documented policy for tools and staff time. Record won revenue only once. Do not compare a new cohort with a mature cohort without allowing for the sales cycle.
4. Calculate the five measures
The workbook shows accounts contacted, human-reply rate, opportunity rate, cost per opportunity and won revenue. Blank cost inputs produce an unavailable cost result. Zero opportunities produce no cost-per-opportunity figure.
5. Use the review to choose an action
Inspect the accounts behind the result. A weak reply rate may involve delivery or relevance; a weak opportunity rate may involve fit or qualification. Write one change and a review date. Keep article-sourced and article-influenced pipeline as separate CRM fields.
02
Worked example: compare the same denominator
Illustrative cohort: 80 accounts contacted, 12 accounts replying and 4 qualified opportunities, with £600 of documented campaign cost. Reply rate is 12/80 = 15%. Opportunity rate is 4/80 = 5%. Cost per opportunity is £600/4 = £150. These are invented arithmetic examples, not benchmarks or Adapt customer results.
Situation
Which cohort, account unit and review window are we measuring?
Problem
Where do accounts stop progressing?
Implication
What cost or missed opportunity does that create for the team?
Need-payoff
Which change would help us learn whether the bottleneck improves?
03
Your working sheet
Use these fields to keep the facts, decisions and next actions together.
- 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
Before you use it
- 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.
Common questions
Before you download
What files do I receive?
PDF + Excel workbook. The kit contains a four-page PDF and an editable text worksheet, plus the Excel workbook.
Do I need an Adapt account?
No. Use the worksheet with your existing tools. No account, payment or trial is required to download it.
Are these real customer examples?
No. Examples are illustrative. Adapt them to your own sector and check the facts before using them in a conversation.
Will I be added to a mailing list?
The request is saved so the team can understand which guide you requested. You can separately opt in to guides and product updates using the unchecked box on the form.
Sources
Where this comes from
The references support the underlying methods and checks. Examples and worksheets were written by Adapt Leads.
- Salesforce: State of Sales 2026 ↗Sales operations research provides context for data quality and AI adoption. No industry conversion benchmark is assumed here.
Free download
Keep the guide to hand.
A consistent campaign scorecard with visible denominators and an agreed opportunity definition.
- Four-page PDF guide
- Reusable worksheet with practical checks
- Editable Excel workbook with formulas
Free to use. No card or trial. See how the same work continues in Adapt.
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