Metrics
Outbound ROI
The return on money spent on outbound, measured against pipeline and closed revenue over a full sales cycle.
What is outbound ROI?
Outbound ROI compares total outbound cost against the revenue it produced. The formula is simple. The mistake is the time window.
// OUTBOUND ROI
roi = (closed_revenue_from_outbound - outbound_cost) / outbound_cost
window = one full sales cycle plus one month
never = month one
Doing the maths honestly
Take a dev agency paying 1,200 EUR a month per profile with a 12 week cycle and an average first engagement of 30,000 EUR.
- Three months of spend: 3,600 EUR.
- Conversations created: roughly 25 to 40.
- Opportunities: 6 to 10.
- One closed engagement returns roughly eight times the spend.
The number that kills campaigns is not a bad ratio. It is measuring at week six, when the cost is fully incurred and none of the revenue has landed.
What to include in cost
Service or tooling fees, the internal time spent on calls, and the sales time spent on proposals. Excluding internal time flatters the number.
What to track before revenue arrives
Qualified conversations per month and opportunity value created. Both are visible long before closed revenue, and both predict it.
See our pricing for what a single profile costs.