--- title: 90-Day Funnel Metrics & Conversion Rates type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-11-05-sales-strategy-99467692.md tags: - sales - funnel - metrics - outbound - bdr - asymmetric - 90-day layer: 2 client_source: null industry_context: null transferable: true --- # 90-Day Funnel Metrics & Conversion Rates ## Overview Asymmetric's 90-day sales plan is built on a reverse-engineered funnel that defines exactly how many outreach touches, conversations, presentations, and proposals are required each month to close 1–2 new retained clients. These numbers were finalized during the [[clients/asymmetric/meetings/2025-11-05-sales-strategy|November 2025 Sales Strategy session]] between Mark Hope and Jacob Jones. The funnel targets [[clients/asymmetric/projects/90-day-sales-playbook|Food & Beverage companies in the Great Lakes region]] at $5,000+ monthly retainers. --- ## Monthly Funnel at a Glance | Stage | Volume | Conversion Rate | Notes | |---|---|---|---| | Outreach Touches | ~360 | — | ~18/day across all channels | | Conversations | 18 | ~5% of touches | ~1/day; actual talk-time with a prospect | | Presentations | 6 | 33% of conversations | Mark delivers pitch/deck | | Proposals | 3 | 50% of presentations | Written proposal submitted | | Contracts | 2 | 80% of proposals | Signed retained clients | --- ## Stage-by-Stage Breakdown ### 1. Outreach Touches (~360/month, ~18/day) The top of the funnel. Touches include LinkedIn connection requests, LinkedIn messages, cold emails, and phone calls. These are **not** conversations — they are any form of contact attempt. - The 5% conversation rate assumes most outreach goes unanswered. - Touches are personalized, not mass-blasted. - A single prospect may receive multiple touches over days/weeks before converting to a conversation. - **Key insight:** Roughly half of the conversations in any given month may come from touches made in prior months. The top of the funnel is always a rolling cluster. **Daily rhythm:** 18 new touches + 10 follow-up touches on existing prospects. ### 2. Conversations (18/month, ~1/day) A conversation is a live interaction where Jacob actually speaks with or exchanges substantive messages with a prospect. The goal of every conversation is to qualify the lead and book a presentation with Mark. - Target: convert **1 in 3 conversations** (33%) into a presentation booking. - Qualification uses the [[knowledge/sales-enablement/bant-qualification-hubspot|BANT framework]] (Budget, Authority, Need, Timing). - Prospects missing a BANT component are moved to "Not Ready" and enrolled in a nurture drip rather than pushed toward a presentation. ### 3. Presentations (6/month) Mark delivers a pitch — typically a deck walkthrough covering Asymmetric's approach, case studies, and how they can work together. This is the first time the prospect engages with Mark directly. - Target: convert **1 in 2 presentations** (50%) into a proposal request. - Assets used: [[knowledge/sales-enablement/content-assets-overview|Mini Portfolio]], case studies, the 90-day guarantee offer. ### 4. Proposals (3/month) A written proposal is submitted after a presentation where the prospect signals interest. Proposals include scope, pricing, and the agreed-upon 90-day performance metric. - Target: convert **2 in 3 proposals** (80%) into signed contracts. - Mark's historical close rate on proposals is noted as "80% or better." ### 5. Contracts (2/month) The goal: **2 new retained clients per month** at $5,000+ monthly retainer. - Each contract includes a 90-day performance guarantee: a key metric is agreed on day one, and if not met, Asymmetric works for free until it is. - See [[knowledge/sales-enablement/90-day-guarantee-offer|90-Day Guarantee Offer]] for the full mechanism and fine print. --- ## Channel Allocation Outreach touches are distributed across channels. The recommended split from the playbook: - **LinkedIn:** 60% of effort (connection requests + messages) - **Email:** 30% of effort (sequences/drips) - **Phone:** 10% of effort (warm follow-up calls) All paid ad channels (Google, LinkedIn Ads, Facebook) feed inbound leads into the same funnel but are tracked separately. See [[knowledge/sales-enablement/multi-channel-lead-gen|Multi-Channel Lead Generation]]. --- ## Key Assumptions & Caveats - **5% touch-to-conversation rate** is a conservative baseline. Actual rates will vary by channel, messaging, and list quality. Jacob and Mark plan to iterate on messaging based on early results. - **Funnel lag:** The funnel does not run cleanly within a single calendar month. Conversations in month 2 often originate from touches in month 1. Expect the first month to underperform as the pipeline builds. - **List size:** The initial outreach list is ~150 F&B companies (filtered from a broader list of ~2,000). Additional contacts can be sourced from ZoomInfo and Sales Navigator as needed. - **Conversion rates are estimates** based on Mark's historical experience. They should be revisited after the first 30–60 days of live outreach. --- ## Related Articles - [[knowledge/sales-enablement/bant-qualification-hubspot|BANT Qualification in HubSpot]] - [[knowledge/sales-enablement/nurture-drip-sequences|Nurture Drip Sequences (No Contact, Reached, Ghosted, Not Ready)]] - [[knowledge/sales-enablement/content-assets-overview|Sales Content Assets (Art of War, Mini Portfolio, Blog Clusters)]] - [[knowledge/sales-enablement/90-day-guarantee-offer|90-Day Performance Guarantee]] - [[knowledge/sales-enablement/multi-channel-lead-gen|Multi-Channel Lead Generation]] - [[clients/asymmetric/meetings/2025-11-05-sales-strategy|Source Meeting: 90-Day Sales Strategy & Playbook (Nov 2025)]]