Outsourced Lead Gen:What to Measure

Measure outcomes your sales team accepts, not raw dials. Track sales-accepted leads, meetings held, show-up rate, pipeline created and cost per qualified meeting. Agree the qualification definition and review cadence before the campaign starts so you are not arguing about what a good lead is after the fact.

Activity metrics still matter for coaching. This post gives a scorecard with formulas, a sample qualification definition, review frequency, and the AU/NZ spam rules that still apply when someone else sends mail or texts for you. Services overview: https://www.telexph.com/services.

Agree the scorecard in writing before week one. Review outcomes weekly for the first month, then fortnightly once stable; review the qualification definition monthly.

Metric | Formula | Owner | Review

Sales-accepted leads (SAL) | Count of leads sales marks "accepted" against the written definition | Sales lead | Weekly

Meetings booked | Count of meetings with a calendar hold created | Provider + sales | Weekly

Meetings held | Count of booked meetings that started (attendee joined) | Sales | Weekly

Show-up rate | Meetings held ÷ Meetings booked | Shared | Weekly

Pipeline created ($) | Sum of opportunity value opened from held meetings in the period | Sales | Weekly

Cost per qualified meeting | Total campaign cost for the period ÷ Meetings held that met the qualification definition | Client finance / ops | Weekly

Connect rate | Conversations with a human ÷ Dial attempts | Provider | Weekly (coaching)

Positive reply rate | Positive email replies ÷ Emails sent | Provider | Weekly (coaching)

Data waste rate | (Bounces + wrong numbers + duplicates) ÷ Records attempted | Provider | Weekly

Total campaign cost means your provider fee for the period plus any list or tool costs you assign to the campaign. Do not use Telex list prices here — plug in your contracted figures.

A lead counts as qualified only if all of the following are true (edit the brackets for your market):

1. Industry matches your ICP list: [e.g. freight, wholesale, SaaS].

2. Role is a buyer or strong influencer: [e.g. owner, GM, Head of Ops].

3. Geography: [AU and/or NZ regions you serve].

4. Timing: confirmed need or project window inside [e.g. 90 days / 6 months].

5. Next step: agreed to a meeting of [e.g. 15 or 30 minutes] with a named person on your side.

Borderline leads go to a daily 15-minute sales review, not straight into "accepted". Reject reasons must be tagged (wrong industry, no authority, no timing, duplicate, spam complaint) so the provider can coach.

Change the definition only at the monthly review, not mid-week, or your SAL trend becomes meaningless.

Outsourcing the dials does not outsource the legal risk.

Australia — Spam Act 2003 (ACMA): commercial email and SMS generally need consent; messages must identify your business, include contact details and a working unsubscribe; unsubscribe requests must be actioned within 5 working days. ACMA says you remain liable even when someone else sends for you (https://www.acma.gov.au/avoid-sending-spam).

New Zealand — Unsolicited Electronic Messages Act 2007 (Department of Internal Affairs): consent, accurate sender details and a working unsubscribe (https://www.dia.govt.nz/Spam-Three-Steps).

Telemarketing has separate rules (ACMA). Before you sign, ask how consent is recorded, how unsubscribes are actioned, and where lists are sourced. Put CRM and list ownership in the contract.

Topic-specific proof from Telex operations (no prices, no client names): sales and lead-generation work is coached the same way as our support accounts — regular 1-on-1 coaching and QA calibration so call and email quality is sampled against a checklist, not assumed. Agents use only their own individual accounts. An in-house Digital Innovation team builds automations used internally, including a lead funnel and email SLA monitoring; whether a given tool is extended to your campaign is agreed per engagement.

Bring your ICP, current funnel numbers and the scorecard above to a planning call: https://www.telexph.com/contact.