Contacts, leads and opportunities: what should you count?

By the Mirylo team

One person can have two projects

The contact holds the person and conversation history. The opportunity holds the particular work you are trying to win.

A second project may need another opportunity. Three calls about one estimate do not automatically mean three opportunities.

Define what fits

Qualification should reflect work type, service area and the information needed for the next step. A submitted form is not automatically qualified.

Let the estimator resolve unknown details. A homeowner’s forced guess is not useful precision.

Keep fit separate from progress

• Qualified, not ready: save an owner and callback date.
• Estimate sent: track the decision on that opportunity.
• Outside your area: record why it does not fit.
• Existing customer, new project: reuse the person, separate the work.

Name the rate

Define how cancellations, reschedules and appointment types count. Give cohorts comparable time to reach a decision.

Value is not cash

Won estimate value describes accepted work. It is not collected payment or profit.

Use payment and job-cost records for those questions. Start a small dictionary of the metrics your team actually needs.