The Pipeline Leak Scorecard

Why a scorecard, and why six stages

A pipeline is a pipe. Water goes in at the top. Money comes out at the bottom.

Most owners stare at the tap. More budget. More ads. More leads.

But the pipe has six joints, and every joint leaks a little.

Now the bit that stings.

Leaks multiply.

Your monthly new revenue is:

leads x booking rate x show rate x close rate x deal value

Lose 20% at three joints and you do not lose 60%. You keep 0.8 x 0.8 x 0.8 = 51%. Half your pipeline gone, and no single stage looks like a disaster.

That is why "the ads stopped working" is so often wrong. The ads are fine. The pipe is a sieve.

(This reverse-the-math chain, revenue back to deals back to calls back to bookings back to leads, is inspired by the goal-math step in Sabri Suby's Quantum Growth, Week 2, file 2.4-Dream_Farming_Worksheet.pdf.)

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Before you start: five numbers

Grab last month's figures. Rough is fine. "No idea" is information too.

From these the scorecard works out three rates:

• Booking rate = Booked / Leads (example: 42%)
• Show rate = Held / Booked (example: 60%)
• Close rate = Won / Held (example: 20%)

And one reality check:

• Booked calls per day = Booked / 21 selling days (example: 2.4)

Hold that last number. We come back to it.

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The scorecard

Answer for the last 90 days. If you do not run paid ads, answer the Ad questions for your main lead source.

The rule for "Not sure": it scores zero. Not as a punishment. If you cannot see a number, nobody is managing it. And an unmanaged stage leaks.

Each answer scores 0, 1, 3 or 5. Each stage has four questions, so each stage scores 0 to 20.

Questions marked (core) form the 12-question quick version.

Stage 1: Ad. Are the right people raising their hand?

Q1 (core). What share of your leads fit your ideal customer: right size, right role, able to afford you?

Why it matters: every unqualified lead costs the same to buy as a good one, then costs your team time on top.

Q2 (core). What does your ad platform optimise toward?

Benchmark line: Meta reports 15% lower cost per quality lead when advertisers optimise for CRM-confirmed leads, and a 21% figure from a 1,031-advertiser test in mid-2025 (via Jon Loomer and ClickHere Digital; confirm in Meta's Help Center before relying on it).

Q3. Could a stranger tell from your ad who it is for and what result they get, with a number?

Q4. Can you see cost per held, qualified call for each campaign?

Why it matters: cost per lead is the most flattering number in marketing. A $40 lead that never shows costs infinity per call.

Stage 2: Page. Do qualified people actually book?

Q5 (core). Can a qualified lead pick a time on the same screen where they qualify?

Benchmark line: after embedding a scheduler in the form, Influitive booked 79% of form fills; Chili Piper puts the typical range at 30% to 40% (Chili Piper, vendor data).

Q6 (core). What share of qualified form fills book a meeting?

Benchmark line: median 62% of qualified form fills book (RevenueHero, 2025 data, 1M+ B2B SaaS submissions, vendor-customer sample). 66.7% among Chili Piper customers (2024 data, about 4M submissions). Across all mid-market form submissions, qualified or not, 36 in 100 book (Chili Piper, 2026).

Q7. What does your lead form look like?

Benchmark line: Venture Harbour's consulting enquiry form went from 0.96% to 8.1% conversion after moving to a multi-step form (Venture Harbour, own test).

Q8. Proof and exits on the booking page.

Benchmark line: HubSpot saw 0% to 4% lifts from removing exit links on top-of-funnel pages, but 16% and 28% on middle-of-funnel pages. The closer to the decision, the bigger the win (HubSpot, own test).

Stage 3: Speed-to-lead. Do you reach them while they still care?

Q9 (core). Typical time from form fill to first personal touch (a call, or a message written for them)?

Benchmark line: in a 2007 MIT and InsideSales study of 15,000+ leads, the odds of qualifying a lead fell 21x when the first call came at 30 minutes instead of 5. Note: qualifying, not closing. People misquote this constantly.

Q10 (core). Which channels do you use in the first hour?

Why it matters: email waits for them to check their inbox. A call and a text reach them while your tab is still open on their screen.

Q11. How many attempts before you stop chasing a qualified lead who has not booked?

Benchmark line: Velocify found up to six spaced call attempts mattered far more than the time of day, where best versus worst hour differed by only 2.6%.

Q12. Who owns speed-to-lead?

Benchmark line: RevenueHero requested demos from 1,000 B2B SaaS companies. Only 365 replied at all. Those that did averaged 1 day, 5 hours and 17 minutes (RevenueHero, March 2024). The bar is on the floor. Step over it.

Stage 4: Show-up. Do booked people turn up?

Q13 (core). What reminders go out before a call?

Benchmark line: Chili Piper sends reminders at 24 hours, 1 hour and 1 minute and reports under 5% no-shows on its outbound meetings (Chili Piper, vendor data).

Q14 (core). Your show rate on booked calls?

Benchmark line: Chili Piper puts the average sales-meeting no-show at 20% to 35%, so a 65% to 80% show rate. RevenueHero measured 6.5% no-show across 6,428 meetings in one week (December 2024, one-week sample, no target implied).

Q15. How far ahead can people book?

Benchmark line: one estimate puts same-day bookings around 7% no-show and two-week-out bookings far higher (Focus Digital, September 2026, modelled from published sources, sample not disclosed). Directional, not gospel.

Q16. What happens right after someone books?

Stage 5: Follow-up. Do you recover the ones who slipped?

Q17 (core). What happens to qualified leads who do not book?

Q18 (core). What happens when someone no-shows?

Q19. If someone starts your form or booking and quits halfway, what happens?

Q20. What happens to leads who are interested but not ready this quarter?

Stage 6: Close. Are held calls qualified, and do they convert?

Q21 (core). Do you have a written definition of a qualified call?

Q22 (core). What share of held calls are actually qualified?

Q23. Your close rate on held, qualified calls?

Benchmark line: new-logo win rate was 19% across 655,000 opportunities (Ebsta and Pavilion, 2025). That is a CRM opportunity win rate, not a per-call rate, so treat it as a rough floor.

Q24. How do you run the call?

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Scoring

Stage scores

Each stage = sum of its four answers. Range 0 to 20.

Red-flag caps

Some answers sink a stage no matter how good the rest is. One of these caps the stage at 7 (red):

Why caps exist: a stage with perfect reminders and a 50% show rate is not a 15. It is a leak with nice reminders.

Overall score

Overall = (sum of six stage scores after caps) / 120 x 100, rounded.

Your #1 leak

The lowest-scoring stage after caps.

Ties break in this order: Speed, Show-up, Follow-up, Page, Close, Ad.

The order is not random. Speed and show-up fixes cost no extra ad spend and ship in days. Ad fixes need budget and weeks of data. Fix the cheap joints first.

Blind-spot banner

If 4 or more answers are "Not sure", show this above the result:

You answered "Not sure" 4+ times. Your #1 leak is visibility. Before anything else, start counting leads, booked, held and won every week.

The money: pricing your leaks

The score tells you where. Your five numbers tell you how much.

Each priced leak uses the same logic: how many extra held calls you would get at a target rate, times your close rate, times your deal value.

Rules:

• If the target is at or below your current rate, that leak shows $0 and "You are at or above target."
• If an input is missing, show "Add your numbers to price this leak" instead of a guess.
• Cap every rate at 100%.
• Show monthly and x12 for the year.
• Label every figure "Estimate, not a promise."

The result shows two things side by side: your #1 leak by score, and your biggest leak in dollars. Often they match. When they do not, the dollar one usually wins the argument with your co-founder.

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Worked example: an IT services firm

A managed IT firm. $24,000 average first-year deal.

Last month: 120 qualified leads, 50 booked, 30 held, 6 won.

• Booking rate: 50 / 120 = 41.7%
• Show rate: 30 / 50 = 60%
• Close rate: 6 / 30 = 20%
• New first-year revenue: 6 x $24,000 = $144,000
• Booked calls per day: 50 / 21 = 2.4

Their scorecard: Page scored 6 (calendar link sent by email, 41% booking). Show-up scored 7 (one reminder, 60% show). Close scored 11. Speed scored 9. Follow-up scored 5. Ad scored 12.

Follow-up is lowest at 5, so it is the #1 leak by score.

Now the money:

Page leak. Target 62%.
Extra held = 30 x (0.62 / 0.417 - 1) = 14.6 calls.
14.6 x 20% x $24,000 = $70,272 a month.

Show-up leak. Target 80%.
Extra held = 30 x (0.80 / 0.60 - 1) = 10 calls.
10 x 20% x $24,000 = $48,000 a month.

Close leak. They set a target of 25%.
Extra deals = 30 x (0.25 - 0.20) = 1.5.
1.5 x $24,000 = $36,000 a month.

Follow-up stays unpriced until they set a recovery target. Their lowest score, but no dollar figure yet. That is honest, and it is also the nudge: put a number on it.

Now fix all three priced leaks together:

120 leads x 62% booked x 80% show = 59.5 held calls.
59.5 x 25% close = 14.9 deals.
14.9 x $24,000 = $357,120 a month.

Same 120 leads. Same ad spend. 2.5x the revenue.

Leaks multiply. So do fixes.

And look at the calendar. After the page fix they book 74 calls a month, about 3.5 a day. Still under 5.

That is the moment the constraint moves from the pipe to the tap. Which is the only moment more ad spend makes sense.

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Your #1 leak: the three fixes

Find your weakest stage. Do its three fixes in order. Most take a day or less.

If your #1 leak is Ad

Fix 1. Optimise to the call, not the form.

Your ad platform is a very fast, very literal employee. Tell it "get form fills" and it finds people who love filling in forms.

Do this:

1. Pick your conversion event: "qualified lead" (passed your filter) at minimum, "held qualified call" at best.
2. Send that event back from your CRM to Meta through the Conversions API, and to Google as an offline conversion.
3. Switch campaigns to optimise for that event. If it fires too rarely and Ads Manager shows "Learning limited", optimise one step higher (qualified lead) until volume catches up, then move down to held call.

King Kong's public strategy-session form does exactly this: it scores each applicant from 0 to 100 and only fires a "qualified lead" event to Meta at 60 or above. The platform learns who good looks like. (Observed in kingkong.co's page script, November 2026.)

Fix 2. Write ads that repel the wrong buyer.

A good B2B ad is a filter with a headline.

Three parts: call out who it is for, give a specific result, say exactly what to do. Miss one and the other two go to waste. A clever hook tied to a fuzzy result still gets scrolled past.

Templates you can run this week:

Label callout
B2B firms doing $50K+ a month.
If your best month came from one referral, that is luck, not a pipeline.
Take the 4-minute scorecard. See which stage is leaking your calls.

If-then callout
If you sell a $10K+ service and close 1 in 5 calls,
every no-show costs you about $2,000.
Here is how to find the other leaks.

Number callout
120 leads. 50 booked. 30 held. 6 won.
Same leads, fixed pipe: about 15 won.
Score your pipe in 4 minutes.

Draft at least 20 headlines for each concept before you choose. Your first idea is the one every competitor also had.

(Callout plus value plus CTA is Alex Hormozi's ad structure from $100M Leads. The "parts multiply" idea and the 20-headline drill are inspired by Quantum Growth Week 6, 6.2-Advertising_Mental_Model.pdf and 6.3-Killer_Facebook_Ad_Cheat_Sheet.pdf.)

Fix 3. Set a kill line in dollars per held, qualified call.

Cost per lead lies. Use this instead:

Value of one held, qualified call = deal value x close rate
Your kill line = that value / the return you need

Worked: $24,000 x 20% = $4,800 per held, qualified call. Want 3x back on first-year value? Your kill line is $1,600 per held, qualified call.

Any campaign above it after a fair test gets paused. Any campaign below it gets more budget.

To see it, tag every link with five UTM fields (source, medium, campaign, content, term). Tag your follow-up emails too, not just ads. (Tracking-to-revenue principle inspired by Quantum Growth Week 6, 6.7-WickedReports-Link-Builder.xlsx.)

If your #1 leak is Page

Fix 1. Put the calendar inside the qualification.

The gap between "I want this" and "I picked a time" is where calls go to die.

Do this:

1. Qualifying questions first.
2. Contact details next.
3. If they qualify, the calendar appears on the same screen. No email. No "we will be in touch."
4. If they do not qualify, send them to a useful page, not a dead end.

Show specific times, not a bare link. Chili Piper reports 13x the bookings from suggesting specific times versus sending a booking link (Chili Piper internal test, vendor data).

Fix 2. Rebuild the form as five short steps.

A B2B form that works:

Save partial answers at step 4. A person who quits at step 5 is a warm lead, not a lost one.

(Effort-before-calendar logic inspired by Quantum Growth Week 5, 5.2-Funnel_1_-_Front-End-Two-Step-Call-Funnel.jpg and the closing CTA of 5.6-The_Dark_Prince_Webinar_Script.pptx.)

Fix 3. Run the stranger test on your booking page.

Open it on your phone. Pretend you have never heard of you. Score each line pass or fail.

Every fail is a leak. Then delete the navigation bar. A booking page is a decision page, not a museum.

(Loosely inspired by the sales-message checklist in Quantum Growth Week 3, 9_Questions_Your_Sales_Message_Must_Answer.pdf. Checks and examples are ours.)

If your #1 leak is Speed-to-lead

Fix 1. Adopt the 60-second rule.

Write this on a sticky note: every qualified lead gets a call attempt inside 60 seconds during business hours, and an SMS plus email inside 60 seconds always.

The instant messages, word for word, ready to paste:

SMS (sent instantly)
Hi {first_name}, it's {rep_name} from {company}. Got your answers about {their_problem}. I'll call you in the next few minutes from this number. Rather pick a time? {booking_link}

Email (sent instantly)
Subject: your answers, {first_name}

Thanks for filling that in. I read it.

Short version: {one-line read of their answers}.

I'll try you by phone shortly. If now is bad, grab a slot here: {booking_link}

{rep_name}

Personal sender name. Plain text. No logo banner. It should look like a person wrote it, because a person should be ready to call.

Fix 2. Run a six-touch first week.

Why the "should I close your file" email works: it costs one word to answer, and it gives people permission to say no. A no is data. Silence is not.

(Spaced multi-attempt logic from Velocify's 2016 research. Spacing inspired by the 5-touch, 18-day cadence in Quantum Growth Week 3, 3.4-Cold_Email_Templates.pdf. Messages above are our own.)

Fix 3. Name an owner and measure two numbers weekly.

1. Median time to first touch.
2. 90th percentile time to first touch. (The median hides the Friday-at-6pm leads.)

One named person owns both. Write the after-hours rota down. Example:

Bonus lever: in RevenueHero's mystery shop, companies that showed pricing on all plans replied in 2 hours 14 minutes on average, versus 1 day 5 hours 18 minutes for quote-only companies. Clear pages seem to come with clear processes.

If your #1 leak is Show-up

Fix 1. Book close.

The longer the gap between booking and the call, the more life happens.

1. Show the first slots today and the next 2 business days.
2. Hide everything past 7 days.
3. If someone needs a later date, a human books it and calls to confirm.

Chili Piper caps bookings at a two-week window for this reason.

Fix 2. Install the reminder stack, and resell the call every time.

A reminder that only restates the time is a calendar alert. A reminder that restates what they will get is a reason to show up.

The reply-1-or-2 SMS does two jobs. It earns a small yes, and it tells you in advance who will not show, so you can rebook instead of waiting in an empty meeting.

(Reminder timing and "restate the agenda" mechanism inspired by Quantum Growth Week 5, 5.4-Copy_Template_For_Funnels_-_Calendly.pdf. Chili Piper's public schedule is 24 hours, 1 hour, 1 minute. The messages above are our own.)

Fix 3. Turn the confirmation page into a reason to come.

The second after booking is the highest-intent moment in your whole funnel. Most companies spend it on "Thanks!"

Put four things on that page:

1. A 60-second video from the person they will meet. A script that fits:

   "Hi, I'm {rep_name}. We talk on {day}. I'll spend 20 minutes on your numbers, and I'll tell you straight whether we can help. No 40-minute pitch. Bring last month's leads, booked, held and won. If the time no longer works, move it with the link below. See you {day}."

2. Three results from companies like theirs, with numbers.
3. What to prepare: last month's leads, booked, held, won.
4. A reschedule link. A moved call is better than a ghosted one.

Jeremy Haynes teaches an FAQ video on the confirmation page; one member reported a 30% show-rate lift. That is an anecdote, not a test, so test it yourself.

One more thing. Show rate is a lead quality problem first and a reminder problem second. In a case Alex Hormozi described on The Game (episode 912), show rate went from 49% to 70%, and the fixes were better targeting and cancelling about 75% of unqualified appointments, not more texts. If you are at under 60%, go fix Close Fix 1 as well.

If your #1 leak is Follow-up

Fix 1. Build a 14-day booking recovery sequence.

For qualified leads who did not book. One call to action per message: book the call. Signed by a person, not the company.

Escalate from helpful, to proof, to fit, to a clean close. Never fake scarcity. B2B buyers spot a fake deadline the way you spot a fake Rolex.

(Arc inspired by the downloader follow-up sequence in Quantum Growth Week 5, 5.4-Email_Copy_for_Funnels_-_Active_Campaign.pdf, rebuilt without the manufactured-urgency devices. Messages are our own.)

Fix 2. Rescue no-shows and half-finished bookings within the hour.

People who started booking or booked and missed are your hottest leads. They told you they wanted it.

No-show, minute 5: SMS
Hi {first_name}, looks like today got away from you. No stress. Want to grab another slot? {link}

No-show, minute 10: call. One attempt. Friendly. Rebook on the spot.

No-show, day 1: email
Subject: still want to fix {their_problem}?
Here are three times this week: {times}. If priorities changed, just reply "later" and I'll check back next quarter.

Half-finished booking, within 1 hour: SMS + email
Hi {first_name}, you got most of the way through booking. Want me to hold {suggested_time} for you? Reply yes and it's done.

Track one number: rebook rate (no-shows rebooked / no-shows). If you do not know yours, that is a leak too.

(Treating a partial booking as a nearly-held slot is inspired by the abandoned-booking sequence in Quantum Growth Week 5, 5.4-Email_Copy_for_Funnels_-_Active_Campaign.pdf.)

Fix 3. Keep the not-ready warm, and make sure your emails land.

Most of your market is not buying this quarter. That is fine. Be the name they remember when they are.

1. A plain-text email every two weeks from a real person. One useful idea, one invitation back to a call. Example:

   Subject: the Thursday problem

   {first_name}, quick one. If your calls bunch up early in the week and Thursdays sit empty, check when your reminders fire. Bookings made Friday for Thursday sit six days with no touch.

   Add one SMS mid-gap. Takes ten minutes.

   If you want a second pair of eyes on the rest, my calendar is here: {booking_link}

   {rep_name}

2. Segment by their answers: a firm leaking at show-up gets show-up ideas, not generic tips.
3. Retarget by recency: last 3 days gets a direct "book your call" ad, last 30 days gets proof, last 180 days gets the next useful resource. Exclude anyone already booked. (Inspired by Quantum Growth Week 6, 6.4-Hyper_Segmented_Remarketing_Framework.pdf.)
4. Deliverability basics, or none of it lands: authenticate your sending domain with SPF, DKIM and DMARC, and keep your spam complaint rate under 0.3% as Google's sender guidelines require.

If your #1 leak is Close

Fix 1. Write your qualified-call definition today.

If you cannot write it down, your ads cannot find it and your team cannot filter for it.

Template. Fill in the brackets:

A qualified call is a call with someone who:

1. Has authority to buy, or will bring the person who does. [role list]
2. Works at a company that can afford us. [revenue or headcount floor]
3. Has the problem we solve, in their own words. [the problem]
4. Wants it fixed within [timeframe].
5. Has taken one step of effort: answered the form questions and confirmed the reminder.

Then use it three ways:

• Before the call: the form routes anyone who fails 1 or 2 away from the calendar.
• During the week: your rep cancels or redirects booked calls that clearly fail it. Politely, with a useful resource.
• After the call: mark each held call qualified or not in the CRM, and send "qualified held call" back to the ad platform.

Fix 2. Diagnose before you prescribe.

The classic way to lose a deal: start selling before the buyer has finished explaining.

A call structure that works (our version):

1. Set the agenda and get a yes. "I've blocked 30 minutes. The first 20 are me asking about your pipeline. In the last 10 I tell you straight whether we fit. Work for you?"
2. Find the real reason they booked. Why now, and not six months ago?
3. Get a hard number. Current calls, revenue, close rate. The whole call hangs off the gap between this number and the goal.
4. Ask where they want to be in 12 months, and what would have to happen for them to call it a win.
5. Size the gap. Ask them to rate, 1 to 10, how important closing it is. Under 7, it is not a priority. Say so.
6. Give one real piece of value, live. Fix one small thing on the call. Results in advance beat promises.
7. Prescribe in under two minutes, in their words, not your feature list.
8. Ask clearly, then stop talking.

(The diagnose-then-prescribe order, the hard-number baseline, the 1 to 10 importance scale, live value and the two-minute prescription are principles paraphrased from Sabri Suby's call structure in Quantum Growth Week 4, 4.3-Samurai_Sword_Sales_Script.docx. The 12-month question is credited there to Dan Sullivan. The wording above is ours.)

Fix 3. Record every call and review two a week.

Pick two calls every Friday: one won, one lost. 30 minutes. Ask three questions:

1. Where did the buyer stop leaning in?
2. Did we get a hard number before we pitched?
3. Did we ask, clearly, once?

Also send your scorecard results to every booked prospect before the call as homework. Buyers who arrive having scored their own pipeline arrive pre-diagnosed. Track show and close rate for people who completed it versus people who did not. (Pre-call assessment idea from the Elements.cloud maturity assessment teardown, research/magnets/34-elements-maturity-assessment.md.)

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Do this today

Seven things. None takes more than 30 minutes. Most take 10.

1. Pull your five numbers. Last month's leads, booked, held, won and average deal value. Write them on one line.
2. Work out your three rates and your booked calls per day. If any is "no idea", that is your first leak.
3. Fill in a lead from your own site on your phone, at 6pm, like a stranger. Time how long until a human reaches you.
4. Set up the instant SMS and email from the Speed section. In GHL it is one workflow: form submitted, send SMS, send email.
5. Add the morning-of SMS ("Reply 1 for yes, 2 to move it") to every booked call.
6. Write your qualified-call definition using the five-line template. Send it to everyone who takes calls.
7. Calculate your kill line: deal value x close rate / the return you need. Put it on the wall next to the ad dashboard.

Then take the scorecard again in 30 days. Same questions. Your numbers should move.

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The bridge

You can do every fix on this page yourself. That is why we wrote them down.

But look at what the worked example showed. Once the pipe is tight, the constraint moves to volume. Fixing three joints took that firm from 2.4 to about 3.5 booked calls a day. Getting to 5-7, every weekday, takes the whole machine running at once.

That is what insaneX builds.

We'll build you a B2B booking machine that lands 5-7 qualified sales calls on your calendar every single day.

Meta and Google ads, a quiz funnel, CRM, and email and SMS follow-up. Built and live in 14 days. For B2B companies doing $30K+ a month.

$54.3M+ in revenue generated for clients. 9x average ROAS. 85+ SaaS and B2B brands scaled. $7M+ in ad spend tested.

Knowing the leak is free. Plugging it is the build.

Book a strategy call at insanex.io

Bring your scorecard. We start the call at your #1 leak, not at "so, tell me about your business".

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Sources and inspiration

Grades follow the vault plan: A primary, B publisher or vendor data on its own page, C secondary or partly unverified. Verify-first means re-open in a browser before this page goes live.

Benchmarks printed on this page

Do not cite (common misquotes avoided on purpose)

• "21x more likely to convert": the MIT study measured qualification, not conversion.
• "Harvard says call in 5 minutes, not 10": it conflates two different studies.
• "Multi-step forms convert 86% better": no underlying study found.
• Velocify's "391% more likely to convert in the first minute": on the vault plan's do-not-cite list (vendor data, no recoverable method).
• "The 'close your file' email is the most-replied email in B2B": no study behind it.

Inspiration (ideas paraphrased, never copied)

Sabri Suby, King Kong, Quantum Growth course (paid, copyrighted; principles only):

• Reverse revenue math into calls and leads: Week 2, 2.4-Dream_Farming_Worksheet.pdf.
• Sales-message checklist (loose inspiration for our stranger test): Week 3 and 6, 9_Questions_Your_Sales_Message_Must_Answer.pdf.
• Spaced multi-touch cadence: Week 3, 3.4-Cold_Email_Templates.pdf.
• Diagnose-before-prescribe call structure, hard-number baseline, 1 to 10 importance scale, live value, short prescription: Week 4, 4.3-Samurai_Sword_Sales_Script.docx.
• Reminder timing that resells the agenda: Week 5, 5.4-Copy_Template_For_Funnels_-_Calendly.pdf.
• Downloader follow-up arc and abandoned-booking recovery: Week 5, 5.4-Email_Copy_for_Funnels_-_Active_Campaign.pdf.
• Questionnaire between click and calendar: Week 5, 5.2 funnel diagrams and 5.6-The_Dark_Prince_Webinar_Script.pptx.
• Ad parts multiply; 20 headlines per concept: Week 6, 6.2-Advertising_Mental_Model.pdf, 6.3-Killer_Facebook_Ad_Cheat_Sheet.pdf.
• Remarketing by source and recency: Week 6, 6.4-Hyper_Segmented_Remarketing_Framework.pdf.
• Track to revenue, tag follow-ups too: Week 6, 6.7-WickedReports-Link-Builder.xlsx.
• Book: Sell Like Crazy, https://www.woodslane.au/Book/9780648459903/Sell-Like-Crazy

Alex Hormozi: callout plus value plus CTA ad structure, and the lead magnet as a complete fix for a narrow problem that reveals the next one ($100M Leads). Summaries: https://fasterthannormal.co/books/100m-leads ; https://margin-notes-600.pages.dev/frameworks/call-out-value-cta

Jeremy Haynes: calendar inside the application, confirmation page as a sales page, qualified-lead feedback to Meta. https://recapio.com/digest/the-only-guide-you-need-to-build-wildly-profitable-vsl-call-funnels-by-jeremy-haynes

Dan Sullivan: the 12-month look-back question, as credited in QG Week 4.

Format precedents: Daniel Priestley's KPI Scorecard (research/magnets/08-kpi-scorecard.md), Convertico's Growth Score (research/magnets/11-convertico-scalability-quiz.md), Elements.cloud maturity assessment (research/magnets/34-elements-maturity-assessment.md), AgencyGod Booked-Calls Scorecard mechanic (https://agencygod.com/booked-calls-scorecard).

insaneX proof figures

$54.3M+ revenue generated for clients, 9x average ROAS, 85+ SaaS and B2B brands scaled, $7M+ ad spend tested: insaneX delivery records [P]. Per the vault plan, each figure links to its row on https://insanex.io/resources/how-we-count with a definition and as-of date before this page goes live.

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Every number on this page is an estimate, not a promise. Benchmarks are other companies' data, labelled with who measured what. Your pipeline is yours. Last updated 4 November 2026.