PIMA Lead Source — Performance & ROI

Overview

PIMA is a paid lead generation service used by ^[1] to source inbound sales calls. At current volume, it generates approximately two qualified leads per week at a cost of roughly $1,000/week ($500 per lead). The leads are booked directly onto the principal's calendar as introductory calls.

The service is one component of a broader ^[2] targeting one new retained client per month in the $5,000–$8,000/month range.

Performance Metrics

Metric	Value
Lead volume	~2 leads / week
Cost per lead	~$500
Weekly spend	~$1,000
Minimum viable conversion rate	>25%
Target client value	$5,000–$8,000/mo retained

Break-Even Analysis

At $500 per lead, a 25% conversion rate means each closed client costs $2,000 in lead acquisition. Against a $5,000/month retained engagement, that acquisition cost is recovered within the first month of billing. Conversion rates above 25% make the channel profitable; below that threshold, the cost-per-acquisition exceeds acceptable margins.

Historical close rates on warm, pitched conversations have run closer to 75%, suggesting the channel can be highly profitable if lead quality remains consistent.

Lead Quality & Fit

PIMA leads arrive as cold-to-warm inbound inquiries — prospects who have expressed interest but have not been pre-qualified by a referral. This distinguishes them from referral leads (e.g., the ^[3] referral for the spice company), which arrive pre-sold and require no persuasion.

As client capacity fills, the expectation is to raise the minimum engagement threshold — likely to $5,000/month retained — and decline smaller project-only deals sourced through PIMA.

Workflow

PIMA books leads directly onto the calendar (~2/week).
Prior to each call, a full ^[4] is prepared using Claude + Gamma (~1 hour).
The introductory call may or may not use the proposal deck depending on the prospect's disposition.
Follow-up and close handled by the principal or incoming sales development hire.

Strategic Context

PIMA is intended as a bridge channel while the new sales development representative ramps up. The SDR will work a separate outbound list in parallel, reducing dependence on any single lead source.

The combination of PIMA (inbound paid), SDR outbound, and referrals (organic) is designed to reliably produce the one new retained client per month needed to hit revenue growth targets.

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