ILLUSTRATIVE CASE · HYPOTHETICAL FIGURES · FOOD MANUFACTURER · 80–120 STAFF · 6 WEEKS
Form-to-call time fell from 26 hours to 40 minutes; on the same budget, order conversations rose 2.3×.
An illustrative case written with hypothetical figures; no client, brand or product names. Real cases from December 2026.
CONTEXT
A food manufacturer runs a six-week digital campaign aimed at B2B buyers (wholesalers, horeca, retail chains). The campaign produces 1,200 forms; sales says “the leads are poor”, marketing says “the team doesn’t call”. The question: budget, targeting, or handoff?
MEASUREMENT
Ad accounts, form records and the sales team’s call log were brought onto one table; each of the 1,200 forms was matched for form time, first-call time, reach, conversation and order status. Growth 360 column scores before: Attract 3.4 · Capture 2.6 · Close 1.8 · Measure 2.1. Broken link: Close.
FINDINGS
01
62% of forms arrive outside working hours and are called after 26 hours on average; forms during working hours, after 3 hours. Reach rate for forms called within the first hour: 71%; after 24 hours: 34%.
02
28% of forms come from a single ad set (broad targeting, a “wholesale price list” promise) whose conversation rate is 4%; the other sets convert at 19%. The whole “poor leads” sentence comes from this one set.
03
Of the 210 leads that reached a conversation, only 96 are in the CRM; 114 live on salespeople’s phones. Marketing never saw those 114, so it judged the campaign a half-success.
ACTIONS (FIVE DELIVERED)
AFTER 90 DAYS
Median form-to-call 26 hours → 40 minutes. Monthly order conversations on the same budget 35 → 81 (2.3×). Cost per conversation down 57%. Orders rose 40% in the period; how much of that is the handoff and how much is season could not be separated in 90 days — re-measurement will tell. Unchanged: CRM capture stayed at 84% against a 95% target; some salespeople still work from their phones. Growth 360 after: Close 1.8 → 3.1 · Measure 2.1 → 2.9.
Run the same measurement on your company.
The three things measured here are Quick Scan questions 9, 6 and 7.