A partnership paid on results is only as fair as the record of those results. This service builds that record: where enquiries come from, what happens to each one, and which ones become paying customers. It uses the simplest tools your team will actually keep using, because a perfect system nobody updates is worse than a plain one everyone does.
What it is
It's the setup that connects each enquiry to its source and its outcome. Without it, a growth partner and an owner end up arguing about whether a sale "came from the marketing" or would have happened anyway.
The record usually has three layers:
- Capture: every call, text, email and walk-in enquiry is logged.
- Source: each one is tagged with where it came from, such as search, a referral, a repeat customer or an ad.
- Outcome: each one is marked won, lost or pending, with the sale value when won.
That's it. More detail can be added, but those three layers are what a performance arrangement needs.
Who it's for
Owners who can't currently say, with confidence, where last month's customers came from. That's most small businesses, so there's nothing to be embarrassed about.
It is the usual next step after a fit and baseline assessment turns up tracking gaps. It's also useful on its own for any owner who wants to stop guessing which spending works.
What's included
Tracking that matches how your customers actually reach you. Depending on the business, that can include:
- Call tracking with distinct numbers for major sources, so calls from search can be told apart from calls from print or referrals.
- Website analytics set up to record enquiries, not just page views.
- Enquiry log or CRM with required fields for source and outcome.
- A simple sales match: a way to connect a closed invoice back to its first enquiry.
- Team routine: a short written procedure so whoever answers the phone records the same details.
- Monthly summary: one page that shows enquiries, wins and value by source.
All accounts are set up in your business's name. We get access; you keep ownership.
Timeline
Setup is quick; the record becomes useful after it has run for a while. Most of the technical pieces can be in place within a few weeks. The data only becomes meaningful once it covers enough enquiries to show a pattern, which may take a couple of months for a lower-volume business.
For Ontario businesses with strong seasons, it's worth starting measurement before the busy period, so the peak is captured properly rather than reconstructed afterward.
How results are measured
By the share of enquiries and sales that carry a source and an outcome. If 95 of 100 enquiries in a month are fully recorded, the system works. If 60 are, it doesn't yet, and the fix is usually a routine, not new software.
In a partnership, this record is the source named in the written terms. Both sides can see it, and the terms set out how a disputed entry is handled. The guide on reading a performance agreement covers this.
Mistakes to avoid
Most tracking fails at the front desk, not in the software.
- Optional fields. If "source" can be left blank, it will be.
- Too many categories. Twenty source options produce random choices; six produce useful ones.
- Asking only online. Many customers find you online and then call; ask every caller how they heard about you.
- Accounts in someone else's name. If an agency owns your ad or analytics account, your history leaves with them.
- Never reviewing. A monthly look at the summary keeps the habit alive.
- Changing definitions midway. If "won" means a signed quote one month and a paid invoice the next, the trend is meaningless.
Once the record is reliable, the growth execution work can be aimed at the sources that produce real sales. Questions? Call or text (604) 632-4959, email Ali@Sedighi.ca, or see the pricing page for fixed-fee ranges.
Frequently asked questions
Do I need to buy a CRM?
Not necessarily. A well-kept spreadsheet can work for a smaller business. The point is consistency: every enquiry recorded the same way, with a source and an outcome.
Who owns the tracking accounts and data?
You do. Tracking accounts, analytics, ad accounts and the sales record should be in your business's name, with access given to us. That ownership point belongs in the written terms.
Can measurement be done without a partnership?
Yes. It can be scoped as a fixed-fee project from the published ranges. Many owners do it first and consider a partnership once they have a few months of clean records.