Trace Every Won Deal Back to Its Source

Command note: most agencies report on leads. Almost nobody reports on which leads turned into money.

Lead volume by source is a vanity number. A source that produces 200 leads and two closes is worse than one that produces 20 leads and six closes, and your client is paying for the first one.

The command I run at the start of every month:

"Pull every opportunity marked Won in the last 90 days, match each one back to the contact's original source, and give me count and total value per source. Then do the same for Lost."

What comes back:

• Sources that fill the pipeline but never close

• Sources that look small and quietly carry the account

• Deals with no source at all, which is a tracking gap you did not know you had

Do this today:

1) Run it on your biggest account first. That is where the wasted spend is.

2) Look at the no-source bucket before anything else. If it is large, fix attribution before you trust any of the rest.

3) Compare won value per source against what the client actually spends on that source.

4) Bring one line to the next client call: this channel produced X in closed revenue.

One caution: 90 days on a young account is noise, not signal. Read it as a question worth asking, not a verdict.

Leads tell you what got in the door. Won deals tell you what to buy more of.

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