---
name: organic-lead-quality-loopback
description: Use when organic produces plenty of leads or signups and the sales team says the quality is poor.
---

# Closing The Loop On Organic Lead Quality

Front-end conversion rate rewards whichever page asks least, so a comparison guide with a newsletter form beats a pricing page on conversion rate while producing nothing downstream. Asking sales for their impression instead gives you the loudest recent deal, not the pattern. What settles it is a join from landing page and entry query to the closed outcome, with enough closed records to support a comparison, which on a long sales cycle means admitting the answer describes work done a year ago.

## What you need first

- CRM records with a first landing page stored on the record and, where possible, the entry query or query group
- closed-won and closed-lost history covering at least one full sales cycle
- the measured sales cycle length and the lag from first touch to close
- a definition of qualified agreed with the sales team rather than written by marketing

## Method

1. Confirm the landing page and source are captured at lead creation and persisted on the record. If they are overwritten at conversion, stop and fix the capture, because nothing built on overwritten attribution is worth reporting.
2. Cohort by lead creation date rather than close date. Deals closing this quarter came from leads created a cycle ago, and mixing the two produces a ranking of nothing in particular.
3. Roll landing pages up into the page segments you already report on. Individual URLs rarely carry enough closed deals, and a close rate calculated on four deals is a coin toss presented as a finding.
4. Compute leads, qualified rate, close rate and revenue per lead for each segment. Report all four, because a segment with a low close rate and high deal value can still be the best place to invest.
5. Where the numbers contradict what the sales team believes, look for a capture fault before concluding the team is wrong. A form that resets attribution is far more likely than an entire sales floor misremembering.
6. Print the sample size beside every rate and refuse to rank any segment below a stated minimum count. That refusal is what keeps the table usable when somebody wants a single number for a slide.
7. Feed the result back into the reporting segmentation so future content decisions are argued on qualified leads and revenue rather than on form fills.

## What this produces

A segment-level table of leads, qualified rate, close rate and revenue per lead with sample sizes, covering one full sales cycle.

## Where this goes wrong

- Judging quality over a window shorter than the sales cycle, which always flatters the fastest and cheapest conversions
- Letting last-touch attribution in the CRM overwrite the first landing page, after which every closed deal traces back to a brand search or the demo page
- Cutting a page group after one weak quarter when the closed sample was in single figures
- Using a definition of qualified that sales does not share, which makes the entire table unreadable to the people it is meant to persuade

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From the QuQi skill library - https://www.quqi.io/skills/organic-lead-quality-loopback