Index
Counting forms does not show how many contacts have commercial potential. A useful measurement connects the origin of the request to the qualification and advancement of the opportunity, respecting the available data.
How to evaluate this decision
Define with sales what constitutes a valid contact, an opportunity and a sale. Maintain identifiers that allow you to relate events without exposing personal data to analytical tools. Determine who updates each step and how to handle duplication. Without CRM discipline, a sophisticated report simply presents gaps with more visual precision.
Criteria for comparing proposals
- Definitions: document qualification criteria and reasons for discard.
- Integration: link submission and commercial registration with traceability and repeat processing.
- Reading: separate acquisition period from closing period for long cycles.
A scenario to discuss with the supplier
Hypothetical example: a campaign generates many job applications through general contact. The submission panel grows, but commercial opportunities remain stable; classifying intent changes the interpretation of performance.
What to validate upon delivery
Track a sample of contacts from the form to the CRM. Check source loss, duplicates, and non-updated steps before using the dashboard to redeploy investment.
Prepare the conversation about the project
Take forms, CRM and commercial criteria to Quantum9. The implementation must deliver verifiable events and a report that the team can explain, with visible attribution limitations.
Conversion Optimization · Map the company's priority