SIMON HARMS
FIELD REPORT 04 B2B HIGH-TICKET LEAD GENERATION
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DECISION INFRASTRUCTURE / MARCH 2026 TO PRESENT

The data lake behind
Cut / Scale / Kill

I connected paid media to real sales outcomes, corrected the numbers everyone trusted, and built a decision system for a B2B high-ticket sales client.

$500K+ monthly paid media
under decision control
WATCHCUTSCALEKILL
READ THE EVIDENCE
01 THE BRIEF

The dashboard was not the system.

The job was to connect the complete path from spend to cash, then turn that evidence into a repeatable operating decision.

Bookings were too early and show-blind. Closes were the true value signal, but sparse and often five to ten days late. The reporting layer needed one definition of performance that survived every source.

ROLEData architecture
+ lead generation
PRIMARY SIGNALCost per
live call
OUTPUTDaily health
+ weekly decisions
MEDIA 01 15-SECOND SYSTEM SUMMARY

THE WHOLE SYSTEM / ONE SQUARE

From source data to a budget decision.

The motion piece compresses the architecture, integrity audits, decision signal, and weekly operating rhythm into a format built for a LinkedIn feed.

OPEN THE VIDEO
02 SYSTEM MAP

One number had to survive five systems.

Every source answered a different part of the decision. The clean spine kept daily, weekly, and monthly views on the same definitions.

03 INTEGRITY AUDITS

The most dangerous errors made performance look better.

MEETING RECORDS / TWIN DEDUPLICATION

Finding 01
622cancellation-prefixed
duplicate records found
SCHEDULED10:30 AMOWNER 04COUNTED
CANCELED10:30 AMOWNER 04COUNTED

Same meeting. Two records. One denominator.

APRIL SHOW RATE

19.0%23.7%

MAY SHOW RATE

20.3%22.9%

The correction did not improve performance. It made performance true.

ATTRIBUTION AUDIT / CASH + REVENUE

Finding 02

$95,557 HID BEHIND ONE NAMING EDGE CASE

A wildcard changed the ledger.

Dated webinar variants were leaking closes, revenue, and cash into the evergreen funnel. Exact-match logic excluded one label, not the family of labels.

BEFOREexclude: "webinar"INCOMPLETE
AFTERexclude: "webinar*"COMPLETE
REMOVED FROM THE WRONG FUNNEL$95,557
1,008formulas repaired
0new formula errors
100%protected metrics unchanged
04 DECISION SIGNAL

Cost per live call sat in the useful middle.

Choose the signal to see why it could, or could not, support a budget decision.

SPEEDEARLY ENOUGH
QUALITYQUALIFIED BEHAVIOR
DECISIONUSE TO RANK

Live calls reflect whether booked leads actually showed up and qualified, early enough to manage budget before close data matures.

Rank on trailing cost per live call. Act only when enough live-call volume makes the signal meaningful.
05 DECISION ENGINE

The rule was not “good” or “bad.” It was “what is proven?”

Maturity came before action. A young test was watched. A stale close could not protect recent inefficiency.

WATCH

Signal: too few live calls

Keep collecting evidence. Do not kill a young test for being young.

CUT

Signal: mature but drifting

Reduce exposure while preserving enough volume to confirm the direction.

SCALE

Signal: efficient live-call volume

Increase budget in controlled steps and keep the sales-capacity ceiling visible.

KILL

Signal: mature and consistently inefficient

Stop funding a narrative the downstream outcomes no longer support.
06 OPERATING RHYTHM

Faster reporting mattered. Harder-to-fake decisions mattered more.

07:15DAILY HEALTH

Check source freshness, filters, and pipeline failures before anyone reads the report.

FRICREATIVE REVIEW

Read hooks and formats against qualified applications, live calls, and revenue.

14DDECISION WINDOW

Rank meaningful volume by cost per live call, then Watch, Cut, Scale, or Kill.

GOOGLE SHEETSHUBSPOTMETA ADSCOEFFICIENTPYTHONGOOGLE APISMETA MARKETING API

I build the systems that make growth decisions harder to fake.

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