Benchmarks from real engagements
What lead-generation engagements actually produce, month by month: meetings, opportunities and deals, counted by the agency and the client separately and confirmed. Not a vendor's own numbers. Filter by industry, country, channel or tool, and see where your own engagement sits.
How the figures are worked out
Each figure is the middle value (median), with the middle half and the 10th to 90th percentile of engagements around it. An engagement counts once either side allows it, and never with names. Months that only one side confirmed count too, and every figure says how many there were and which side didn't confirm. Figures show from a single engagement upward, so a narrow group can show one engagement's own numbers. Nothing here ranks an agency or a tool.
See the figures for $9 a month. Recording is free and you always see your own numbers. A subscription adds everyone else's, next to yours:
- What a typical month brings, and what the first three months usually look like
- How much of what agencies report, clients also count
- How long engagements last
- How engagements like yours compare, by industry, country, channel and tool
For companies before and during an engagement, and for agencies setting expectations with clients.
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How much does a month bring?
Each engagement's typical month (its middle month), counted as signed: records found on both sides where they were matched, otherwise the lower of the two counts.
| Measure | All counted |
|---|---|
| Prospects contacted no engagements yet | none yet |
| Interested replies no engagements yet | none yet |
| Leads handed over no engagements yet | none yet |
| Meetings held no engagements yet | none yet |
| Opportunities no engagements yet | none yet |
| Customers won no engagements yet | none yet |
What do the first months look like?
Opportunities in each engagement's first, second, third month and so on, counted from its first signed month.
| Measure | All counted |
|---|---|
| Month 1 no engagements yet | none yet |
| Month 2 no engagements yet | none yet |
| Month 3 no engagements yet | none yet |
| Month 4 no engagements yet | none yet |
| Month 5 no engagements yet | none yet |
| Month 6 no engagements yet | none yet |
How much of what the provider reports does the client also record?
Of the records the provider reported, the share the client recorded too, matched record by record with the fingerprints both sides make with their engagement key.
| Measure | All counted |
|---|---|
| Leads handed over no engagements yet | none yet |
| Meetings held no engagements yet | none yet |
| Opportunities no engagements yet | none yet |
From first contact to customers won
Each step as a share of the step before, over all of an engagement's signed months.
| Measure | All counted |
|---|---|
| Prospects contacted → Interested replies no engagements yet | none yet |
| Interested replies → Leads handed over no engagements yet | none yet |
| Leads handed over → Meetings held no engagements yet | none yet |
| Meetings held → Opportunities no engagements yet | none yet |
| Opportunities → Customers won no engagements yet | none yet |
How long do engagements last?
Of the engagements that started long enough ago, the share that still had signed months 3, 6 and 12 months in; and how many months the ones that stopped had run.
| Measure | All counted |
|---|---|
| Still running at month 3 no engagements yet | none yet |
| Still running at month 6 no engagements yet | none yet |
| Still running at month 12 no engagements yet | none yet |
| Months run, for those that stopped no engagements yet | none yet |
Outreach basis and opt-outs
From what the provider's AI agent recorded in the engagement's black box: the legal basis stated for the people contacted, and how many business days opt-out requests took to handle.
| Measure | All counted |
|---|---|
| Contacts with basis: Consent (they opted in) no engagements yet | none yet |
| Contacts with basis: Legitimate interest (B2B) no engagements yet | none yet |
| Contacts with basis: Existing customer or relationship no engagements yet | none yet |
| Contacts with basis: Other no engagements yet | none yet |
| Business days to handle opt-outs (middle) no engagements yet | none yet |
| Business days to handle opt-outs (longest) no engagements yet | none yet |
Groups compared
Opportunities a month, group by group. An engagement can sit in several groups (several countries, channels or tools).
How it's counted: each engagement counts once in each figure (one engagement, one vote). Numbers are as signed: records found on both sides where they were matched record by record, otherwise the lower of the two counts; a month one side signed alone holds that side's numbers. Months are counted from each engagement's first signed month. How records are matched.