Pipeline Leak Analysis — Rise Online Advertising

Pipeline Stage Distribution

Lead Age Distribution

365+ days: 5,442 (51.3%)

180-365 days: 2,335 (22.0%)

91-180 days: 1,556 (14.7%)

31-90 days: 969 (9.1%)

0-30 days: 306 (2.9%)

Lead Source Breakdown

By Source

By Campaign

Campaign Breakdown — Top Offenders

Campaign	Stuck Leads	% of Total	Severity
May Video	4,379	41.3%	CRITICAL
Qualified YT	3,866	36.4%	CRITICAL
Land Clearing Growth	674	6.4%	HIGH
No Campaign (Organic/Direct)	535	5.0%	HIGH
SCIO Conversion Ads V1	459	4.3%	HIGH
Open	173	1.6%	MODERATE
SCIO Conversion Ads V2 (Scale)	160	1.5%	MODERATE
SCIO ToF CBO Leads	140	1.3%	MODERATE

Monthly Inflow (2025-2026)

Last Touch / Activity

The Cold Reality

7,815 leads (74%) haven't been touched in over 6 months.

1,534 leads (14%) last touched 3-6 months ago.

Only 286 leads (2.7%) have been touched in the last 30 days.

This means the team is spending ad dollars to generate leads that nobody follows up on.

🎯 Strategic Recommendations

1. Triage & Segment the 10,608 — Don't Try to Work Them All

Split into 3 tiers: Hot (0-30 days, 306 leads) — assign immediately to reps. Warm (30-180 days, 2,525 leads) — automated re-engagement sequence. Cold (180+ days, 7,777 leads) — bulk SMS/email "still interested?" campaign to qualify survivors. Most of the cold leads are dead, but even a 2% revival = 155 opportunities.

ESTIMATED IMPACT: 50-150 recovered opportunities

2. Fix the Assignment Gap — Zero Leads Are Assigned

Every single one of these 10,608 leads is marked "Unassigned." This is the root cause. Build a GHL workflow that auto-assigns new leads to reps in a round-robin. If nobody owns a lead, nobody follows up. This is probably a 15-minute fix that changes everything.

ESTIMATED IMPACT: Prevents future leak entirely

3. Investigate "May Video" Campaign (4,379 stuck leads)

This single campaign accounts for 41% of all stuck leads. It generated massive volume but almost zero progression. Either lead quality is terrible (wrong audience), or the follow-up workflow is broken for these leads specifically. Compare close rate vs other campaigns to determine if this is a quality or process problem.

ESTIMATED IMPACT: Stop bleeding ad spend on low-quality leads

4. Automated Re-engagement Workflow for Warm Leads

Build a 3-touch SMS/email sequence for the 2,525 leads aged 30-180 days: Day 1: "Hey [name], still looking for land clearing services?" Day 3: Value-add message. Day 7: "Last check-in" with urgency. Track reply rates to measure lead vitality. Anyone who responds gets assigned to a rep immediately.

ESTIMATED IMPACT: 5-10% re-engagement rate = 125-250 warm leads back in play

5. Monthly Pipeline Hygiene Process

Set a monthly cadence: Move leads untouched for 90+ days to "DIY - Long Term Follow Up" or "Not A Good Fit." This keeps the active pipeline clean and gives reps a manageable workload. A pipeline with 10,608 leads in the first stage is effectively useless — nobody can triage that.

ESTIMATED IMPACT: Clean pipeline, better rep focus, accurate forecasting

6. Google Leads Need Immediate Attention

539 Google leads stuck in NEW LEAD with zero progression. Google leads are typically higher-intent (actively searching) vs Facebook (interruption marketing). If these are being treated the same as FB leads, they're being massively under-served. Prioritize Google leads with faster response and dedicated follow-up.

ESTIMATED IMPACT: Google leads could close at 2-5x Facebook rate if properly worked

🔍 Pipeline Leak Analysis

⚠️ 79% of All Pipeline Leads Are Stuck in NEW LEAD

Total Pipeline

Stuck in NEW LEAD

Median Lead Age

Unassigned

No Touch in 180+ Days

2026 Leads Already Stuck