Track median time to first dial, dials per rep per day, contact rate, statements collected per qualified conversation, submissions, funded deals and cost per funded deal — by lead source. Six of those are leading indicators you can change next week; funded deals is the lagging one that tells you whether the changes worked.
Most floors track funded deals and revenue, which are the two things you cannot do anything about this week. The useful numbers are the ones upstream of them.
| Metric | Acts on | Frequency |
|---|---|---|
| Median time to first dial | Routing, alerting, staffing | Daily |
| Dials per rep per day | Capacity and effort | Daily |
| Contact rate | Lead quality and call times | Weekly |
| Statements per qualified conversation | The biggest process leak | Weekly |
| Submissions | File readiness | Weekly |
| Funded deals | Whether it all worked | Monthly |
| Cost per funded deal, by source | What to buy next | Monthly |
Time to first dial is the metric most often reported as an average, and the average is useless — a handful of leads dialled three days late drags it somewhere no individual lead ever was. The median tells you what happens to a typical lead, which is the thing you are trying to manage.
Cadence completion — the share of leads that actually received the full sequence of attempts before being written off. It is the difference between "the leads did not work" and "the leads were called twice", and it is almost always the answer when a batch appears to underperform.
Median time to first dial, dials per rep per day, contact rate, statements collected per qualified conversation, submissions, funded deals and cost per funded deal — all segmented by lead source.
Because a few leads dialled days late drag an average to a number no individual lead ever experienced. The median describes what happens to a typical lead, which is what you can manage.
The share of leads that received the full sequence of attempts before being written off. It is almost always the answer when a batch appears to underperform, and almost nobody measures it.
Time to first dial and dials daily, the middle-funnel rates weekly, funded deals and cost per funded deal monthly. Anything you cannot act on within the review period is a report rather than a metric.
Because a blended rate across exclusive, shared and aged records describes nothing real, and buying decisions made from it will be wrong in both directions at once.
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