From visits to opportunities

Relevant organic visits × visitor-to-enquiry rate × share of enquiries that qualify gives a cohort of potential sales opportunities. Avoid treating every ebook download as buying intent.

From opportunities to gross profit

Apply a defensible opportunity-to-win rate and the gross profit per won contract over a disclosed time horizon. Deduct programme costs only after agreeing what costs are included.

Run sensitivity, not certainty

If small changes in close rate make the channel unprofitable, that is a commercial question to investigate. A flat forecast with no ranges hides the true risk.

What a useful first review should cover

  • Visits must be relevant to target buyers
  • Qualification rules are set with sales
  • Expected wins are probabilistic, not partial customers
  • Deal lag and attribution must be reported

This is an illustrative decision framework, not a claim about a client result or a promised ROI.