MQLs Delivered
280
vs 378 target · 74%
27% below target
MQL to QAL Rate
60%
vs 48% in April · +12pp
Quality improving
Sit Rate
61.6%
vs 70% target · 107 missed/mo
£172k/mo recoverable
IB Completions
137
vs 104 target · 132%
ENT: 186% of target
OB Completions
78
vs 134 target · 58%
Q2 OB: 34% of target
Closed Won
£411k
vs £433k budget · 95%
Near budget
YTD Pipeline Gap
−£2.5M
vs −£4.6M one month ago
Halved in May
Highlights
MQL Quality and Paid
Lead quality up sharply
MQL to QAL conversion rose from 48% in April to 60% in May. Fewer leads, not weaker ones. Quality is now tracking in the right direction.
Paid channels fully rebuilt
Google and Microsoft Ads restructured from the ground up. New structure across Brand, Features and Industries. Cannibalisation eliminated. Early June pacing towards 470 MQLs.
Meta relaunched 1 June
Third acquisition channel live. Learning phase underway. June target: 395 MQLs standard, 466 with recovery funds.
Funnel Fix: Round Robin
Sit rate +20pp in one week
Round robin calendar opened. Sit rate jumped from 65% to 85% in a single week. Week 22: 22 demos, 65%. Week 23: 40 demos, 85%. One structural fix, immediate impact.
Data validates the lever
n=1,718 demos. Same-day completion: 92.3%. 1 to 3 days: 82.8%. 4 to 7 days: 74.4%. 30+ days: 39.5%. The fix was the calendar, not the leads.
SDR Inbound Performance
Inbound 132% of target
137 completions vs 104 target. ENT inbound 186% of target (13 vs 7). IB pipeline completed £812k.
Top SDR performers identified
Suffah Nadeem 82.4%, Sufyan Faisal 80.8%, Amish Ajmal 80.4%, Arslan Omer 77.5%. Haroon Ali standout OB SDR at 66%, 10.7pp above segment avg. Hamza blueprint being built.
AI Search and Organic
Most-cited UK FSM domain on Google AI
59.9% share of voice in AI Overviews. 32,744 Google AI citations in May, up 52% MoM. 33.1% AI Overview presence. llms.txt live.
GEO score up 22 points in 59 days
Score 75/100. Perplexity citations up 130% MoM. Sitemap rebuilt from 12 to 924 indexed URLs. Top-cited UK FSM domain on Perplexity.
CRO: two tests live
50/50 splits on Book a Demo and Pricing pages. Current CVR 3%, target 5 to 8%. At 5% CVR = £729k pipeline opportunity.
Lowlights and Root Causes
Pipeline and Volume Gap
Q2 demo completions: 49% of target
423 of 864 target. Outbound the primary driver: 157 of 467 target (34%). The biggest single gap in the business right now.
YTD pipeline gap £2.5M
Down from £4.6M four weeks ago. Recovery is real but gap remains material. FY projected gap now £5.9M vs £11.1M one month ago. Enterprise YTD: −44%.
Sit rate 61.6% vs 70% target
107 missed or cancelled demos per month with no recovery mechanism. 37% of demos booked 7+ days out. 39.5% completion at 30+ days vs 74.4% at 4 to 7 days.
Spend spike did not pay
Week of 11 May: £102k spend for marginal QAL uplift. CPQ doubled to £2,498. Root cause: budget scaled during live learning phase. Corrected.
Structural Blockers
PK Outbound qualification failure
PK OB miss and cancel rate: 43%. Not a scheduling issue — a qualification issue. Arslan Ali, Amama Nawaz Qureshi, Kiran Khosla identified as the qualification failure group. Coaching plan in build.
31% of inbound arrives out of hours
~97 form fills/month after 16:30. Zero structured response in place. No auto-reply, no next-day trigger. Leads going cold overnight.
AE calendar gap identified
Qureshi Waqas 61.8%, Naeem Kabir 65.1% despite receiving demos from top SDRs. Problem sits at diary stage. Michael Sinclair: 93.8% within 7 days but 12.5% beyond — sharpest cliff on the team.
JESS and ODE still blocked
JESS Agentic Journey: dev resolution required. £1.34M conservative ARR case on hold. ODE lead scoring not live until end June. Lemlist contract: blocking Lighthouse LinkedIn outbound. Sequences written, waiting on sign-off.
Migrations below pace
Protean Q2 completions: zero. Clik Q2 completions below target pace. Joanne Palmer (Migrations Marketing Manager) joined 2 June to close this gap.
Three Data-Validated Levers
Lever 1 · Compress the booking-to-sat gap
Moving demos from 8+ days to within 4 days = +14pp attendance. On current volumes: 19 to 27 additional completions per month. Round robin proves it works. 14-day cap governance live 12 June. Target: 75% sat within 7 days.
Lever 2 · Fix PK Outbound qualification
PK OB miss rate 43% vs PK IB at 20%. Target miss rate below 30%. Hamza blueprint (66% OB rate, 10.7pp above segment avg) being built into coaching model for the PK team.
Lever 3 · Capture out-of-hours inbound
97 form fills per month arriving overnight with zero response. Instant HubSpot trigger + OOH auto-response + next-day SDR pickup targeting 12 June. ~£15 to £22k per month recoverable.
Forward-Looking Priorities · June
June MQL Target
395
Standard target · 466 with recovery funds
Sit Rate Target
70%
From 61.6% · 3 to 6 months
Pipeline Recovery · In Flight
Paid volume recovery underway
Restructured Google and Microsoft campaigns exiting learning phase. Early June: pacing towards 470 MQLs. Meta building contribution through June.
6 nurture sequences · live 19 June
HVAC, FM, Fire Safety, P+H, SLA Gap, Q2C. Trigger-based, 4-email structure. Expected +20 to 30% MQL-to-demo lift. Closes the biggest structural MQL gap.
Missed demo rebook flow · 12 June
107 missed demos per month currently unrecovered. HubSpot + WhatsApp rebook sequence. ~£110k per month recoverable.
14-day booking cap · 12 June
Governance to lock in the round robin gains. Weekly pipeline audit keeps improvement from regressing. AE diary discipline being monitored.
Events · June Pipeline
| Event | Date | Demos | Pipeline |
|---|---|---|---|
| Installer Show | 23-25 Jun | 68 | £497k |
| IWFM | 16 Jun | 10 | £279k |
| AOS Webinar | 30 Jun | 170 MQLs | TBC |
| Total target | 78+ demos | £776k+ |
Partnerships · In Motion
Connected Contractor Programme · 19 June
203 contractors across 8 Invida estates. 5-tier approach by existing JL relationship. Pipeline: £73k to £219k at 5 to 15% conversion. Film content 18 June. Hard dependency.
Lighthouse ABM · Lemlist pending
19 accounts mapped. Organic content live: 11 posts, 725 sessions, 46 interactions. LinkedIn sequences written. Blocked on Lemlist sign-off. Unblocking this unlocks enterprise outreach immediately.
Growth Intelligence · June
Lead scoring live · end June
MQL definition shifts to ICP + Lead Score. ICP Fit Score already live in HubSpot. Segment-level quality tracking (SMB vs mid-market) begins. AI-backed PPC engine pipeline built end-to-end.
Live reporting dashboard · this week
Arsalan's Claude-powered dashboard 90% complete. Real-time booked, attended and completed rates with month pacing. Operational view (daily for Stacy, Neil, Alex, Em) and Tiger Team executive summary live.
SEO authorship sprint 1 · 17 June
Named author profiles and bylines close last content authority gap. Target GEO score 81/100 by 17 June audit. CRO test results drive 4 new page templates.