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 ^[1] between Mark Hope and Jacob Jones.

The funnel targets ^[2] at $5,000+ monthly retainers.

Monthly Funnel at a Glance

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 ^[3] (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: ^[4], 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 ^[5] 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 ^[6].

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

• ^[7]
• ^[8]
• ^[9]
• ^[10]
• ^[6]
• ^[11]