Measuring your outbound success

Key metrics

Response rate

Percentage of recipients who reply (any reply).

• < 3%: Messaging needs work
• 3-5%: Average
• 5-10%: Good
• > 10%: Exceptional (signal-based outreach target)

Meeting rate

Percentage of sent emails that result in a meeting.

• 1-2%: Average for cold outreach
• 3-5%: Good with personalization
• > 5%: Best-in-class

Pipeline generated

Dollar value of pipeline from outbound.

Track this monthly, it's the metric that matters most.

The outbound funnel

Signals detected → Outreach sent → Replies → Meetings → Deals

How to calculate ROI

ROI = (Pipeline value × Close rate - Revnox cost) / Revnox cost × 100

Example: $500K pipeline × 20% close rate = $100K revenue. If Revnox costs $200/mo ($2,400/yr), ROI = 4,067%.

Weekly review template

Every Friday, review:

Signals detected this week

Outreach sent and response rate

Meetings booked

Pipeline generated

What's working? What's not?

Adjust ICP or messaging based on data