10. Track opportunities and measure

The last part closes the loop: what happened to everything you started, and which bit of it is worth doing more of.

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Create an opportunity

When a conversation becomes a real deal, create an opportunity from the lead or from the Inbox thread. It carries a value, a stage, an owner and an expected close date. Opportunities are separate from leads because the person and the deal are different things — one contact can be involved in several, and a deal can outlive the contact who started it.

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Set the value correctly

An opportunity’s value can be one-off or recurring. Choose correctly at the point you create it: a £500/month subscription and a £500 one-off project are not the same pipeline, and a forecast that treats them alike is wrong in a way nobody notices until the quarter ends.

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Work the board

Opportunities shows your pipeline by stage. Drag a deal to move it. Every move is recorded, which is what makes stage-conversion reporting possible later. Build stages that match how you actually sell — Settings → Pipelines. More than one pipeline is fine if you sell more than one thing.

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Deals that need attention

The board flags deals that have gone quiet — no activity, a close date that has passed, a stage they have sat in too long. That list is usually the highest-value thing on your screen.

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Measure the motion

Analytics answers the questions worth asking:

• Which campaigns produce replies, meetings and pipeline — not which send the most email
• Which signals convert. If hiring signals close and funding signals do not, that changes what your saved searches watch for
• Call metrics — connect rates, talk time, outcomes by rep
• Email performance — replies, not opens

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What to look at each week

1. Opportunities needing attention
2. Replies waiting in the Inbox
3. Campaign reply rates — a drop usually means deliverability, not copy
4. Credit balance against what you plan to enrich

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You have finished the series

Your workspace now:

• Sources companies from live buying signals
• Finds the right people and their contact details
• Reaches them across email, phone, LinkedIn and WhatsApp
• Stops automatically when someone replies
• Tracks the money and tells you which part is working