Lauren Kingsley
LK
LAUREN KINGSLEY STRATEGY

The Revenue Leak Map™

FIX THE FUNNEL. FIX THE BUSINESS.

Sovereign revenue intelligence · client access

Light mode · laurenkingsley.now · lauren@laurenkingsley.now

Definitions & methodology

Funnel stages

Raw leads
Every inbound lead record created in improveit360, before any qualification.
Set
Appointments set by the contact center (Salesforce Set counter field).
Issued
Appointments issued to a sales rep — confirmed real and dispatched (Issue1 counter).
Demo
Appointments where the rep actually ran the demo (Demo counter). "Sat" in older reports.
Sold
Demos that signed an agreement (Sold counter).
Net
Sold deals that survived — excludes cancellations and duplicate records.

Rates & KPIs

Lead → Set
Set ÷ Raw leads. Contact-center conversion of inbound volume.
Demo % (÷ Issued)
Demo ÷ Issued. How many dispatched appointments actually demo. Healthy ≥ 80%. Basis changed from ÷Set to ÷Issued per the Jun 11 decision log, matching your internal standard.
Sold % (÷ Issued)
Sold ÷ Issued. Close rate on issued appointments. Healthy ≥ 30%.
NSLI
Net Sales per Lead Issued — net revenue ÷ issued appointments. The single best "is the machine working" number.
Rev / Set
Net revenue ÷ sets, by lead source. Compares channel quality regardless of volume.
Real cancel rate
Cancellations ÷ sold, after removing duplicate records (data artifacts, not lost revenue).
Confirmation gap
The demo (show) rate of confirmed vs. unconfirmed appointments — consistently the single biggest lever on show rate. Live figures are on the Contact Center page.

Periods

MTD
Current calendar month to date (partial — see the data-through date in the top bar).
Last Mo / 3 Mo
Most recent full month(s); excludes the in-progress month.
YTD
Jan 1 of the current year through today, compared to the same months last year.
R12
Rolling 12 full months — the default view; smooths seasonality.
Baseline

Methodology & exclusions

Counter-field logic
All funnel counts come from Salesforce counter fields (Set/Issue1/Demo/Sold/Net) — the same fields your internal reports use — not from re-derived status logic.
Exclusions
Funnel excludes "Disregard in Statistics" appointments. Net revenue excludes canceled and duplicate sales.
Verification
Back-tested to exact match against "Appt Summary by Type", "Sales Efficiency by Rep", "Net Sales by Source", and "Raw by Prospect". See the Data & Trust tab.
Refresh
Data syncs from improveit360 to the RevOps warehouse; the chip in the top bar shows the date data runs through and whether you're on the live feed.
Market map color = sold rate · size = net revenue

Opportunities & risksfor the selected period · ranked by dollar impact · updates with the PERIOD selector

Performance recordsall-time bests since Jun '24 · current pace vs record

The funnelRaw → Set → Issued → Demo → Sold → Net · counter-field logic, verified

Three revenue leaksranked by recoverable dollars

Impact ledgerwhat Lauren Kingsley Strategy is moving

MTD Readoutmonth-to-date through yesterday · run rate · trend · sources · top focus — a read-out for department heads

Yesterday across the funnelraw lead → set → sat → sold → net rev · vs prior day & 7-day average · with feedback

Month-over-month by source nameSet / Issued / Demo / Sold — the marketing engine

Channel mix & qualityvolume vs. efficiency — where to shift spend

Weekly scorecardlive from i360 · weeks run Mon–Sun · this range drives every section below

Range
or custom dates:

Week-by-week scorecardweeks down the left · measurables across the top · color-coded vs goal

Metric summary & statuslatest week vs goal · 12-week average · trend

Level 10 Meetingyour weekly EOS leadership agenda · Scorecard & Rocks pull live · notes save on this device

Week-over-week funnel performanceweeks follow the PERIOD selector above · cohort lens = Raw by Prospect method (lead create date) — the agreed standard per the Jun 3 decision log

METRICS:

Weekly trendbars = set volume · gradient lines = your selected rate metrics (first 4)

By lead sourceweek-over-week per source · gradient = intensity · follows the period & lens above

Funnel read-outlatest week vs prior 4-week average · auto-generated

Source × product — full funnelweek-over-week & month-over-month · set → confirmed → issued → demo → close · net revenue

ZIP code ROI calculatormarket · submarket · zip · source · product — enter a cost / set to rank ROI & profit

Live reportreal-time i360 · pick a start & end date · funnel by source → market → submarket → product → ZIP with period-over-period variance, ROI ranking & a ready-to-send email

Pick a date range and click Run report.

Report Builderbuild your own report — pick the date basis, the metrics & the time grain · period-over-period variance · save & export to Excel/PDF · no developer needed

Choose a date basis, metrics and grain, then Run.

Full-funnel conversion by sourcelead → set → issue → demo → sold → revenue, with 3-mo momentum

Full-funnel by source — compare date rangesweekly (Mon–Sun) · pick two ranges to compare side by side · manual overrides supported

Spend & ROI modelerenter monthly spend per channel — CPL, cost/set, CAC and ROAS compute live (saved on this device)

Channel mix vs. moneyshare of leads vs share of revenue — efficiency at a glance

Funnel leak ledgerevery stage vs. benchmark — recoverable dollars quantified

Recommendationsauto-ranked by recoverable revenue · Lauren Kingsley Strategy playbook

Marketing Checkbooka running register of every marketing dollar — budget vs. committed vs. paid, by channel · entries saved on this device

Registerevery entry, newest first · edit inline · planned vs. paid

By channelcommitted spend per channel vs. live revenue → blended ROAS

Campaignslive from i360 Campaign Manager — dialer lists, member counts, work-through & targeting criteria · auto-updating

Loading campaigns…

Net revenue by monthfinalized net amount

Cancellation analysisdispositions, timing & rep — where signed dollars are lost

Call Center Ops & Strategydial priority by ROI · next-day slot fill · speed-to-lead playbook

Day-over-dayraw leads in & appointments set, last 30 days

Day-over-day raw leads by sourcelast 20 days · who is actually feeding the funnel each day

Setter scoreboard2026 YTD · gamified

Sales rep leaderboardrolling 12 mo · net revenue, close rate, cancellation

Market mapcolor = sold rate · size = net revenue · click a bubble

Coverage gapcustomer-base density vs. current activity — the Hatch / PC target list

Schedule fill by market & slottomorrow () · 10am / 2pm / 6pm

Tomorrow's boardrep · slot · source · product · propensity to net sale

Active reps & capacitylast 30 days · who can take tomorrow's open slots

Optimization & forecastwhat to fill, with whom, and the net-sale upside

Source verdictslast-30-day momentum vs lifetime close — turn on, scale, fix, or cut

Source verdicts · market × productwhere each source pays off by region & product line — ROI gated on spend

Performance by ZIPwhere each source actually converts — green = scale, red = pause

Website leads & AI / SEO growth engineown the new search layer

Connect your systemsguided & plain-English — no tech skills needed · keys are encrypted on arrival and tested automatically

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Onboarding checklistlive status — visible to you and Lauren Kingsley Strategy · click a status to update, add notes

Sign in to view onboarding status.

Your intake submissionwhat you told us at kickoff

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Completion by functioncolor-coded · average progress across each function's projects

Technology projectsboard · update status, assignee, progress · tag teammates

Execution board (Asana)shared with Lauren Kingsley Strategy

No Asana board linked yet.

Daily brand researchour agent audits your site, socials, reputation, SEO & AI searchability every morning

First research run lands within 24h of onboarding.

Competitor scopehow your digital footprint compares — audited daily on the same rubric

Competitors are being mapped.

Web presenceyour sites, landing pages & profiles — researched and maintained by Lauren Kingsley Strategy

Ratings & reputationreview platforms & scores

AI & SEO visibilityown the new search layer — be the answer AI assistants cite

Change logevery link added or updated is recorded automatically

No changes recorded yet.

Initiativesprogress on what Lauren Kingsley Strategy is moving

Meeting logreviews, decisions, accountability

Measurement back-testour numbers vs. your Salesforce reports

What's tracked vs. notdata governance audit

Data sourcesconnection status

Connected propertiesstored for AI searchability

Commentstag teammates with @username · visible to everyone with portal access

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