System 05
Performance Execution
Paid acquisition and creative testing, judged on accepted opportunities rather than impressions, clicks, or form fills.
Overview
What this actually is.
Paid works differently at enterprise contract values. The volumes are small, the cycles are long, and a cost per lead target will reliably buy you the wrong leads.
We run paid as an account based channel: tight audiences built from the target list, creative aimed at named buying groups, and reporting that stops at accepted opportunity rather than form fill.
Scope
What the engagement covers.
Audience Construction
Audiences built from the account list itself, not broad interest targeting.
Creative Testing
Message Tracks tested against reply and meeting quality, not click through rate.
Channel Selection
Where your buyers actually are, usually less LinkedIn spend than agencies recommend.
Landing Experience
Pages built for a buying group doing research, not a single buyer ready to convert.
Retargeting Sequences
Sequenced by account engagement stage rather than one undifferentiated pool.
Pipeline Based Reporting
Spend reported against accepted opportunities and pipeline value created.
Timeline
How it runs.
Weeks 1 and 2
Instrument First
Tracking, CRM fields, and attribution wired up before any budget is committed.
Weeks 3 and 6
Test
Small budgets across audiences and message tracks to find what produces qualified conversation.
Weeks 7 and 12
Concentrate
Spend consolidated behind what produced accepted opportunities, with the rest cut.
Ongoing
Scale And Refresh
Budget scales while cost per accepted opportunity holds. Creative refreshed before fatigue sets in.
Measurement
What this moves.
These are the numbers we report on and are judged against. Full definitions sit on the KPI Layer.
Cost Per Accepted Opportunity
Pipeline Value Per Dollar Spent
Engaged Target Accounts
Channel Contribution
Related
Often Run Alongside.
Revenue Attribution
Which channel, partner, and message actually produced the deal, from first touch through to closed contract.
Enterprise SDR
A named outbound team working your Tier 1 list across email, phone, and LinkedIn, to a written qualification standard.
Account Based Acquisition
Priority account selection and buying group mapping: the economic buyer, the operator, and the blockers, named and reachable.
Next Step
Thinking about performance execution?
Bring your close rate, your contract value, and the accounts you cannot get into. We will build the model on the call.
We build and run the sales development desks behind enterprise pipeline, and we report on accepted opportunities, not activity.