Contacts reached
Count of unique prospects contacted
Sets the denominator for an outreach period.
Count a person once within the period; keep channels and sequences separate if you need a channel view.METRICS LIBRARY
Define the numbers before you compare them.
A reference for defining outbound metrics consistently. Bring your own data; these formulas are not Silenium performance benchmarks.
Qualified conversations and qualified leads
A qualified conversation is a substantive exchange that meets the fit criteria your team defines. A qualified lead in the Silenium case study is an in-ICP prospect who replies with interest and requests a meeting. An interested reply, meeting request, booked meeting and held meeting are distinct events. Track these separately unless your team uses the same definition for both.
The formulas and workbook below use qualified conversations. The customer pilot reports qualified leads.
7 metrics found
Reply rate
Unique responding prospects ÷ unique prospects contacted × 100
Shows how often outreach starts a response.
Define whether automated replies and out-of-office messages are excluded.Positive reply rate
Prospects with a positive reply ÷ prospects contacted × 100
Separates interest from all replies.
Agree on a classification rule; an objection or referral may deserve its own category.Qualification rate
Qualified conversations ÷ unique prospects with substantive replies × 100
Shows how well targeting and messaging lead to fit.
Document what makes a conversation qualified for your team.Meeting rate
Meetings held ÷ prospects contacted × 100
Connects outreach to held conversations.
Booked and held meetings are different measures; track both if needed.Customer conversion
New customers ÷ qualified conversations × 100
Links lead quality and sales execution.
Match cohorts over a realistic sales cycle rather than comparing unrelated months.Cost per qualified conversation
Program cost ÷ qualified conversations
Provides an efficiency view for a defined period.
Include the same cost categories each time; separate tools, services, and internal labor.Use your numbers to calculate the metrics.
Get the Excel workbook with formulas already built in. Enter your counts and costs in the blue input cells; reply, qualification, meeting, conversion, and cost metrics calculate automatically. Instructions and metric definitions are included.
Legacy blank CSV templatePUT IT TO WORK
Turn definitions into a scenario.
Use your own activity, reply, qualification, and close assumptions in the planning calculator.
Open the calculatorLET'S BEGIN
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