LEAD GENERATION PROPOSAL COMPARISON WORKSHEET
Pavado | https://www.pavadotech.com/blog/compare-lead-generation-proposals

Use the same evaluation period, currency, service and geography for each vendor.
A forecast is a scenario, not a guaranteed result. Mark unknowns as unknown.

Vendor name:
Evaluation period and currency:
Target service, geography and customer:

WHAT COUNTS
Initial enquiry definition:
Accepted enquiry definition:
Duplicate / existing customer / wrong service handling:
Booked estimate definition:
Won job and payment definition:
Evidence and process for questioning a billed lead:

TOTAL COST
Setup:
Agency management:
Advertising:
Per-lead or per-appointment charges:
Landing page, tracking and software:
Qualification, response and booking work:
Other charges, taxes and exclusions:
TOTAL FOR THE PERIOD:

ASSUMPTIONS, NOT PROMISES
Initial enquiries:
Accepted enquiries:
Booked estimates:
Won jobs:
Cost per accepted enquiry = total cost / accepted enquiries
Cost per booked estimate = total cost / booked estimates
Cost per won job = total cost / won jobs
If a denominator is zero, report the count and spend; do not present a cost per event.

HANDOFFS
Owner of first response:
Owner of qualification:
Owner of booking:
Owner of quote follow-up:
Owner of outcome updates:
Where conversations and outcomes are recorded:

ACCESS AND EXIT
Domain and website ownership/access:
Ad account ownership and direct access:
Tracking number and portability:
Creative and enquiry-data export:
What transfers at the end and in what format:

REVIEW
Anonymized reporting sample received:
Budget change approval:
Review date and decision rules:
Term, renewal and exit terms to confirm:
Sample enquiry tested, with agreed test-only details:
Questions still unanswered: