You get leads but not enough good jobs
Separate raw inquiries from qualified leads, quotes, customers won, and the work that actually fits the business.
Free marketing and sales performance scorecard
See which marketing sources produce customers worth keeping.
More leads do not automatically mean better marketing. This scorecard follows each source from inquiries to qualified leads, quotes, customers, contribution, cash collected, follow-up, and customer quality so you can see what is actually working.
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Built from CFO and business-owner experience for owner-led businesses.
Illustrative channel reviewFollow the money past the lead count.
Here's a filled-in example so you can see what the numbers are showing before you use your own.
Example · fictional numbersMonthly source comparison
SourceSpendCustomersContribution after spend
Google Ads$1,8005$2,450
Referrals$2506$4,900
Local directory$7002$450
Owner review$2,75013$7,800
13 new customers$7,800 contribution after spend$11,900 cash collected
When this helps
Useful when lead volume is growing but you still do not know what deserves more budget.
The scorecard is built for owners who need to connect marketing activity with qualified demand, healthy sales, collected cash, and customers that fit the business.
You are unsure which channel deserves more spend
Compare acquisition cost, contribution after marketing, current-period spend recovery, and customer quality by source.
Sales follow-up feels inconsistent
Track response-time and follow-up completion so a marketing problem is not confused with a sales-process problem.
You want to know why quotes are being lost
Capture the primary reason lost quotes did not close instead of treating every missed sale as a pricing problem.
What you get
One scorecard from inquiry to collected cash.
Track channel economics, lead quality, quote conversion, response and follow-up, customer quality, cash collected, and reasons for lost work without building a giant marketing dashboard.
- Track inquiries, qualified leads, quotes, customers won, and conversion rates by source.
- Compare acquisition cost and contribution after marketing spend.
- Add cash collected and selling or follow-up time where you can support it.
- Review repeat, referral, fit, rework, and quote-loss patterns before changing budget.
Get the Scorecard and Monthly GuidanceFree Excel download. No account required. Join the Monthly Owner Guide to receive this workbook.
See what's inside
Start with the channel, then follow what happens after the inquiry arrives.
Use the scorecard to compare sources, inspect lost quotes, review customer quality, and decide whether the next fix belongs in marketing, response speed, follow-up, sales, or delivery.
Channel ScorecardIllustrative owner review
Marketing spend$2,750
Qualified leads24
New customers13
Cash collected$11,900
Channel Scorecard
Compare sources using qualified leads, customers won, contribution after marketing, cash collected, and the selling effort each source consumes.
Funnel and Follow-Up
Inquiry → qualified57%
Qualified → quote79%
Quote close rate68%
Follow-up complete84%
Quote Loss Review
Price or value3
Slow follow-up2
Timing not ready2
Poor fit1
Customer Quality
ReferralsStrong fit
Google AdsMixed fit
Local directoryWeak repeat
Best referral potentialReferrals
All names, amounts, dates, businesses, and scenarios shown in the previews are illustrative.
Ready to use your own numbers?Free Excel download. No account required. Join the Monthly Owner Guide to receive this workbook.
Get the Scorecard and Monthly GuidanceStart with the core funnel
You do not need all 40 columns on day one.
A useful first pass can start with spend, inquiries, qualified leads, quotes, customers, and contribution. Add response, follow-up, cash, and customer-quality detail as your tracking gets better.
Start with enough data to compare sources honestly, then deepen the scorecard where the decision needs it.
- 1
Choose a consistent review period and list the marketing sources you actually use.
- 2
Enter spend, inquiries, qualified leads, quotes, customers, and contribution for each source.
- 3
Add cash collected, selling and follow-up time, response data, and customer-quality notes where you can support them.
- 4
Review the biggest gap and decide whether the next change belongs in marketing, sales follow-up, pricing, capacity, or delivery.
Scorecard details
Built to be useful without turning the decision into a bigger project.
FormatExcel .xlsx
Sheets6 guided worksheets
UpdatedAugust 2026
Created byJosh Keller, CFO
Related resources
Use the scorecard with the marketing and sales question behind the numbers.
These resources help you separate lead-generation problems from qualification, follow-up, conversion, and economics problems.
Work through the places a lead can stall before assuming the marketing source itself is the problem.
Decide whether paid advertising fits the problem, economics, capacity, and follow-up process before increasing spend.
Estimate how much you can afford to pay for an inquiry using contribution and conversion assumptions.
Make ownership and next actions explicit from the first inquiry through payment.
Common questions
What the scorecard measures — and what it cannot prove.
Does the scorecard tell me which marketing channel caused a sale?
No. It organizes the source information you can reasonably track and compares business outcomes. It cannot prove causation or solve multi-touch attribution.
Do I need perfect tracking before I use it?
No. Use consistent definitions and the best supportable data you have. A smaller clean comparison is more useful than a detailed dashboard built on inconsistent lead and customer definitions.
Is contribution after marketing the same as customer lifetime value or guaranteed return on investment?
No. It is a current-period operating view based on the contribution you enter. It does not estimate lifetime value, prove long-term payback, or guarantee future results.
A practical business tool from Owner Advisor
Get the Marketing and Sales Performance Scorecard and Monthly Guidance.
Use the scorecard to see which sources produce qualified demand, healthy sales, collected cash, and customers worth keeping before you change the budget.
Marketing and sales measurement aid; not advertising-agency, legal, or guaranteed-ROI advice.