• Calculate: (Good fit leads / Total leads pursued) × 100
• Target: >75% precision on High-scored leads

Example (consulting firm):

• Pre: Reps wasted 30% of discovery calls on wrong-fit prospects
• Post: AI scoring achieves 78% precision—only 22% of calls wasted
• Impact: 8% more discovery time spent with closeable prospects = 3 extra deals/quarter

Metric 4: Revenue per Lead (Business Outcome)

Definition: Closed revenue ÷ total leads captured (full funnel).

Why it matters: The ultimate ROI proof. Time-recovery and speed gains must translate to revenue.

Pre-automation baseline:

• 100 leads/quarter captured
• 8% convert to closed deals (8 deals)
• Average deal size: $15K
• Revenue per lead: $1,200

Post-automation (speed + capacity + targeting gains):

• 100 leads/quarter (same volume)
• Faster first-touch + better targeting → 12% conversion (12 deals)
• Same deal size: $15K
• Revenue per lead: $1,800 (50% lift)

Measurement:

• Track quarterly: closed revenue / leads captured
• Pre/post cohort comparison
• Target: 30-50% increase in revenue per lead within 90 days

Example (professional services firm):

• Pre: $120K/quarter from 100 leads
• Post: $180K/quarter from 100 leads
• Incremental annual revenue: $240K
• Automation cost: $24K/year (managed service)
• Net ROI: $216K = 900% return

Implementation: How to Measure (Practical Setup)

Week 1-2 (Baseline):

• Track current lead-to-first-touch time (Google Sheets or CRM timestamp)
• Time audit: reps log hours on research vs. selling
• Tag leads post-discovery: good fit / poor fit
• Calculate current revenue per lead

Week 3-6 (Deploy Automation):

• Implement AI enrichment (GPT + Zapier/Clay + CRM)
• Continue tracking same metrics in parallel

Week 7-14 (Validate ROI):

• Compare pre/post on all four metrics
• Extrapolate annual impact
• Adjust automation rules based on lead quality feedback

When ROI Fails (Common Pitfalls):

1. No baseline measurement: Can’t prove ROI if you didn’t track pre-automation state.
2. Activity metrics only: “We enriched 500 leads!” doesn’t prove time saved or revenue gained.
3. Poor ICP definition: AI scores leads accurately only if ICP criteria are explicit.
4. No rep feedback loop: Sales ignores enriched data if it’s wrong 40% of the time.

Break-Even Calculation:

Investment: $18K-$30K (setup + first 90 days managed automation)

Required gains to break even:

• Option A: Close 2 extra deals ($15K each)
• Option B: Save 15 hours/week × $60/hour × 12 weeks = $10,800 + close 1 deal
• Option C: Avoid hiring 4th sales rep for 6 months = $40K

Most B2B professional services firms hit break-even in 8-12 weeks via combination of speed gains (faster close rates) and capacity recovery (existing reps handle more volume).

Firms that measure correctly prove ROI. Firms that track vanity metrics (“leads enriched!”) struggle to justify续expense when contract renewal comes.