Sample output · This Roadmap was built for a fictional company. Yours is built on your actual data, campaigns, and pipeline. See the engagement →
Performance Roadmap
Orbit
Employee onboarding software for mid-market HR teams
Context
Orbit helps mid-market HR teams reduce time-to-productivity for new hires. They had a working product, strong retention, and a sales team closing deals — but pipeline felt inconsistent. Some months 22 qualified demos, some months 9. No clear explanation.
The brief: build a measurement framework, run structured experiments across channels, and get pipeline to a predictable 35 Sales Accepted Leads per month within 90 days.
SALs at start
18/mo
Sales Accepted Leads
SAL target
35/mo
90-day goal
Total media spend
€7,000/mo
Across all paid channels
Blended CAC
€245
At end of engagement
Measurement Framework
What we track and why
Before any experiment starts, we defined exactly what counts as success at each stage of the funnel — and what doesn't. Vanity metrics were explicitly excluded.
Lead submitted
Form completions by source
Owner
Marketing
Note
Tracked in GA4 + HubSpot. Source must be verified — not 'direct'.
Demo booked
Calendly bookings within 48h of form submission
Owner
Marketing
Note
48h window filters out cold outreach contamination.
Sales accepted lead
SAL confirmed by sales rep in HubSpot
Owner
Sales
Note
Primary metric. Everything optimises toward this.
Opportunity created
Deal stage 2+ in HubSpot
Owner
Sales
Note
Tracked weekly. Used for channel efficiency calculation.
Deal won
Closed-won revenue by lead source
Owner
Sales
Note
Quarterly review only. Not used for weekly optimisation.
Experiment Results
What we tested, what we learned
LinkedIn Document Ads will generate lower CPL than Thought Leadership Ads for the same audience.
Result (CPL)
Document Ads: €38 CPL. Thought Leadership: €57 CPL.
Learning
Document Ads outperformed by 34%. The content format (downloadable checklist vs. carousel) drove dwell time and intent signals that LinkedIn's algorithm rewarded.
'See it in Action' CTA will outperform 'Book a Demo' on the homepage hero.
Result (CTR / Demo bookings)
CTR increased 22%. Demo bookings up 18%. SAL rate unchanged.
Learning
Lower-commitment language reduces friction at the awareness stage without attracting lower-quality leads. Worth testing across all paid landing pages.
An outcome-led homepage hero ('New hires productive in half the time') will outperform a feature-led hero ('Structured onboarding workflows').
Result (Demo requests)
Demo requests increased 41% over 3-week test period.
Learning
Buyers at the awareness stage do not care about features. They care about the cost of slow onboarding. Outcome-led messaging won decisively.
Retargeting visitors who viewed the pricing page but did not convert will produce SALs at lower CAC than cold prospecting.
Result (SALs / CAC)
12 retargeting SALs in 30 days. CAC: €140 vs €350 cold.
Learning
Pricing page visitors have already self-qualified on intent and budget. Retargeting them with a case study (not a demo offer) produced 2.5x better conversion.
Channel Performance
Where the pipeline comes from
LinkedIn Ads
Document Ads and retargeting now split 60/40.
Spend
€4,200
SALs
14
CAC
€300 ↑
Google Search
Reduced from €2,800. Brand + high-intent only.
Spend
€1,500
SALs
6
CAC
€250 →
Referral
Up from 5. Two customers became active referrers after case study launch.
Spend
€0
SALs
9
CAC
— ↑
Organic / Content
Driven by one LinkedIn post that reached 38k impressions.
Spend
€0
SALs
6
CAC
— ↑
Total SALs
35/mo
Target hit. Up from 18.
Paid spend
€5,700
Down from €7,000. Reallocated, not cut.
Blended CAC
€163
Down from €245 at start.
Next 30 Days
Where we focus next
Build a referral system around the two customers already referring.
Referral is producing 26% of SALs at zero media cost. Right now it's happening because two customers like the product — not because there's a system. Identify what prompted them to refer, make it easy to repeat, and approach 5 more customers with the same profile.
Extend the outcome-led homepage test to all paid landing pages.
The homepage rewrite drove a 41% lift in demo requests. The paid landing pages are still using feature-led copy. Run the same test there — one outcome-led variant per channel — over a 3-week window.
Add a LinkedIn organic content cadence: one post per week minimum.
One LinkedIn post drove 38k impressions and 6 SALs last month with no paid spend behind it. This is not a fluke — it's an underinvested channel. One post per week, focused on the buyer problem, not the product.
The Diagnosis
The one thing that changes everything
Organic and referral are generating 43% of SALs at zero media spend — and nobody was paying attention to them. The paid channels are working, but they're also masking the real opportunity. If Orbit systematises what's already happening organically, it can hit 50 SALs a month without increasing the media budget at all.
How this was built
This output came from real data.
Not assumptions. The Performance Roadmap engagement includes:
Measurement Plan
Define what counts before anything runs. No experiment starts without a primary metric and a decision rule.
Experiment Backlog
A prioritised list of testable hypotheses — each with an audience, an offer, a channel, and an expected outcome.
Campaign Briefs
One brief per experiment. Goal, audience, message, measurement, and approval — in writing, before spend is committed.
Creative Briefs
One clear idea per asset. Audience tension, proof point, mandatory elements, and a hard deadline.
Weekly Updates
Every Monday: what shipped, what we learned, what's next, and what decisions you need to make.
Quarterly Review
What worked, what we're scaling, what we're killing, and the next 90-day plan — with budget allocation.