Where is revenue leaking, and which levers fix it?
One page that pulls the problem and every proposed fix together, so we can see how the pieces connect and agree what happens first.
1 / qtrMaximum client losses we can absorbRetention target, based on previous revenue
70 / 30New sales split, HubSpot vs Paid MediaPaid is the smaller engine, yet has the biggest untapped base
4 to 5 daysHow far behind sales follow up runsMeta leads arrive fine; Joe hears about them too late to catch them mid process
01 · The problem
Three leaks in the same bucket
Each one on its own is manageable. Together they cap growth: we lose clients from the bottom, under-sell Paid in the middle, and let leads slip out the top.
A
Retention
We can afford to lose one client per quarter, and no more. Every loss beyond that erases a new sale.
Root cause: delivery load and inconsistent process on the Paid team, which the team structure page begins to address.
B
Sales mix
New revenue leans heavily on HubSpot.
HubSpot 70%
Paid 30%
Root cause: likely that we aren't running enough of our own paid activity for Paid Media, and we aren't cross selling into our HubSpot base.
C
Lead conversion
Meta brings leads in consistently, but too few become deals.
Root cause: Joe is already in the automation, but it doesn't create tasks for him and notifies him too late. Add a short, unreliable nurture and no feedback loop telling us why qualified leads stall.
Projects: optimise AOVOne-off work lives or dies on the size of each sale.
Retainers: optimise LTVPaid Media is a retainer business. A client kept 6 extra months is worth more than a bigger first invoice, so retention and cross selling beat discounting worries.
02 · Where we are
Keep what works, fix what doesn't
The top of the funnel is healthy. The gaps sit after the lead comes in.
6 / 33Health Check Quiz starts that became bookings
13%7 Pipeline Leaks eBook conversion
3.37%Clicks on offer-led emails, vs ~1% for the rest
78%Of social interactions come from founder LinkedIn
91AI + CRM webinar registrations (~30%)
From the marketing scorecard.
Working
Consistent lead gen from MetaVolume isn't the problem.
Lead scoring via the ebook lead magnetWe already know who is hotter. We just don't act on it differently yet.
The new websiteLower bounce, higher conversion rate, even on lower traffic.
The Manolo, JP and Luca systemThe working rhythm across the three of us is solid.
The Health Check Quiz and offer-led emailsOur best booking driver and our best clicking emails. Both are proof that offers beat education.
Not working
Joe hears about leads too lateHe's already in the automation, but it creates no tasks and notifies him late. He's 4 to 5 days behind and finding leads by manual poking around, so he misses people while they're still in the process.
Nurture is short and unreliableSMS may not be firing at all, and general newsletter clicks have slid to ~1%.
Too many lead magnets, too little promotionThe two that convert (quiz and ebook) aren't pushed hard enough.
No visibility into drop offWe score leads but can't see why qualified ones don't book, progress or close. Joe's pipeline is the clearest example.
03 · The levers
Four levers, mapped to the leaks they close
Team structure is one lever. It mostly protects retention. The other three cover the gaps it can't reach on its own.
Split strategy from execution so DMCs can think and Media Buyers can ship. Better delivery keeps clients, and frees capacity to take on the new Paid clients that L2 creates.
Fixes ASupports B
DMC
Strategy and decisions. Builds the motivator table, directs creative, optimises campaigns.
Media Buyer
Builds ads, writes copy, makes creative and landing pages, completes reports. Everything needed for ads to run.
Our HubSpot clients already trust us and already pay us. They are the warmest audience we'll ever have for Paid. A multi-service client is also far harder to lose, so this lifts LTV and retention at the same time.
Fixes AFixes B
The offerYour first month of Paid Media, on us.
Joe personally contacts every HubSpot client. No list is skipped.
Free month of management (client covers ad spend)
Built on their existing HubSpot data, so tracking and lead flow are live from day one
Month 1 results review, then a clear retainer proposal
Your numbers
Defaults are placeholders, not real data. Swap in our actual numbers.
What it could be worth
0Contacted
0Free trials
0New Paid clients
0Quarters of churn covered
$0New monthly recurring revenue
$0Lifetime value added
$0Cost of the free months
0xReturn on that cost (LTV)
L3
Lever 3 · Make quality repeatable
Train the Digital Marketing team and lock in process
Structure tells people who does what. Training and process decide how well it's done, every time, on every account. That consistency is what keeps losses under one a quarter.
Booked callJoe notified late, no call tasks, 4 to 5 days behindStuck
Deal / WonNo reason captured when they stall or dropBlind spot
Red stages: fixed by getting Joe in on day 0, then a longer, segmented, offer and proof-led nurture with SMS working and every follow up arriving as a task.
Blind spot: fixed by a feedback loop that records why every qualified lead didn't move forward.
1. Speed to lead: a call task the moment the ebook is downloaded
Joe is already in the automation. The fix isn't a new process, it's moving his step to the front and making it a task, so leads pop up for him to call instead of him going looking.
Today
Day 0Ebook downloaded, lead scored
Day 0+Nurture emails start
LaterJoe is notified deep in the automation, with no task created
Day 4 to 5Joe finds the lead by manual poking around. The moment has passed.
Proposed
Day 0Ebook downloaded, lead scored
Day 0Call task created for Joe straight away (within the hour for Hot)
Day 0 to 1LinkedIn task: connect with a pre-written note
OngoingNurture runs alongside; every intent signal creates the next task
2. The whole lifecycle on one page
Every touch a lead gets, across ads, lead magnets, email, SMS, Joe and LinkedIn, so sales and marketing work off the same plan. Extend by four weeks and lead with offers and proof: offer-led emails get 3.37% clicks against ~1% for general sends.
3. Segment by lead score
Hotter leads get stronger CTAs and faster humans. Colder leads get more proof before we ask.
Hot
High score or strong intent
CTA
Book a strategy call this week
Sales follow up
Joe calls or texts within 1 business hour
Content
Results, pricing clarity, objection handling
Warm
Mid score, engaging
CTA
See how we did it for a similar business
Sales follow up
Call task for Joe within 24 hours, plus LinkedIn message task
Content
Case studies, testimonials, on-demand AI + CRM webinar
Cold
Low score, quiet
CTA
Take the Health Check Quiz (our best booking driver: 6 bookings from 33 starts)
Sales follow up
Automated until they re-engage, then a task fires
Content
Education plus proof, and retargeting ads
4. Trigger sales from intent
When a lead shows they're leaning in, a HubSpot workflow creates a task for Joe straight away. No picking and choosing when there's time: the next call is always in his queue.
SignalDownloads the ebook
→
ActionCall task immediately. Do this first.
SignalCompletes the Health Check Quiz
→
ActionCall task same day
SignalClicks a case study
→
ActionJoe texts with a relevant result
SignalVisits pricing or service pages
→
ActionCall task within 1 hour
SignalOpens 3+ emails in 7 days
→
ActionMove to Hot track, personal outreach
SignalRegisters for or watches the webinar
→
ActionRescore, call task plus LinkedIn message task
LinkedIn steps are HubSpot sequence tasks with a pre-written message Joe sends in one click. Fully automated LinkedIn sending tools break LinkedIn's terms and risk the account being restricted.
5. Close the feedback loop
We can score leads, but we can't yet say why a good one went quiet. Make the reason a required field and review it weekly.
CaptureRequired "why not" property when a qualified lead doesn't book, stalls or is lost.
ReportHubSpot dashboard of drop off by stage, reason, score and source.
ReviewWeekly 20 minutes: Joe, Manolo, JP and Luca walk through five stalled leads.
AdjustTurn the top reason into a new ad, email or objection handler.
No responsePrice / budgetTimingChose a competitorNot a fitDoing it in-houseDidn't trust results
04 · The plan
What happens first
Quick wins with no build time go now. Owners are suggestions to confirm.
NowNext 2 weeks
Create a call task for Joe the moment the ebook is downloadedLucaL4 · First
Joe contacts every HubSpot client with the free month offerJoeL2
Test and fix the SMS integrationLucaL4
Add a required drop off reason property in HubSpotLucaL4
Agree the DMC and Media Buyer splitLeadershipL1
NextWithin 30 days
Extend nurture by 4 weeks with case studies throughoutManolo / JPL4
Split nurture into Hot, Warm and Cold tracksLucaL4
Build intent trigger workflows for Joe (quiz, case study, pricing, webinar)LucaL4
Add LinkedIn message tasks to Joe's sequencesLuca / JoeL4
Push the quiz and ebook harder; add the on-demand webinar to nurtureManolo / JPL4
Launch proof-based Meta retargetingPaid teamL4
Write the core Paid SOPsDMCsL3
Later60 to 90 days
LLM lead magnet, only once the quiz and ebook are fully promotedManolo / JPL4
Weekly training cadence and peer audits runningDM teamL3
Client health score and at risk reviewDMCsL3
Quarterly check: retention vs target, sales mix vs 70/30LeadershipAll
