Professional Services
Plenty of enquiries. Almost no proposals.
A Free State professional services firm
Illustrative engagement
- Evidence label
- Illustrative engagement
- Duration
- 8 weeks
- Diagnostic hierarchy
- Levels 7 and 9
- Frameworks applied
- GoTo IMPACT™, GoTo Growth Engine™
01
Evidence statement
What this page claims, and what it does not
Structurally representative of the firm’s work in this sector. Client identity withheld. Figures shown are the kind of measures agreed at the Define stage, not reported results.
02
The brief and the diagnosis
02The presenting request
Increase leads from the website.
“We need more traffic. Can you do search optimisation?”
What we found
Traffic was adequate and enquiries were arriving. Only a minority became proposals, and nobody could say why because the step was not instrumented. Adding traffic to an uninstrumented conversion step would have increased the cost of the same outcome. The problem sat at level nine, measurement, and level seven, positioning.
Diagnostic hierarchy: Levels 7 and 9
03
Approach
03How the work was run
Approach.
- 01GoTo Growth Engine™ applied: a measure, a baseline and an owner assigned to each of the five stages.
- 02The enquiry-to-proposal step instrumented before any spend was added.
- 03Response time measured, and found to be the largest single loss point.
- 04Positioning rewritten as a claim the nearest three competitors could not also make.
- 05Proposal generation partially automated to remove the delay caused by partner availability.
Delivered
Growth Engine measure set with baselines and owners
Instrumented enquiry-to-proposal tracking
Revised positioning and messaging framework
Automated proposal generation with a mandatory approval step
04
Measures
04Success measures
Specific, sourced and dated. Agreed at the Define stage.
The figures below are illustrative targets of the kind agreed at Define. They are not reported results, and this page does not present them as such.
| Measure | Baseline | Target | Source |
|---|---|---|---|
| Enquiry to proposal conversion | 18 percent | 30 percent within two quarters | CRM, instrumented at engagement start |
| Median first response time to enquiry | 2.4 days | Under 1 business day | CRM timestamp |
| Partner hours per proposal | 4.5 hours | Under 2 hours | Counted baseline, re-counted at 90 days |
Handover
Measure set, instrumentation and automation documented and handed over with a training record.
05
Related
Frameworks applied
Services involved
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