Lead quality is disputed.
Where is the feedback?

A buyer says the leads are poor. The supplier says the campaign delivered what was agreed. Without shared outcome definitions, both can keep defending a different part of the journey.

I would start with the information each side needs to learn, rather than another argument about the price per lead.

An unreachable contact is not an unsuitable enquiry

A failed number, an enquiry outside the service area and a relevant lead that received no useful response describe different problems. Combining them into one rejection category prevents diagnosis.

The buyer’s execution belongs in the review too. A supplier cannot learn much from a quality complaint that does not distinguish the request from what happened after delivery.

Agree what a good lead means before arguing about its price.

Define a useful outcome together

Agree what valid contact, relevant enquiry and qualified appointment mean for this customer. Keep the definitions consistent when comparing sources or reviewing a cohort.

Also retain unknown outcomes. Missing attendance information should not silently become proof of a bad lead or a successful appointment.

Useful feedback does not require the whole customer record

My starting point would be aggregated outcomes by source and arrival period, with appropriate safeguards. The objective is to make patterns understandable, not disclose unnecessary customer information.

The customer and supplier should agree which feedback is useful and appropriate to share. An entire transcript or unrestricted CRM access is not automatically necessary to explain a pattern.

Make the next discussion about a decision

If contact details are invalid, examine acquisition. If relevant enquiries receive poor follow up, examine execution. The same discount cannot resolve both causes.

Conversion24 should complement the existing CRM and return agreed outcomes through the mapping. Those outcomes can support the customer’s review with a supplier; they do not prove a supplier ranking or a guaranteed result.

A useful feedback loop gives both sides something they can improve.

Nick BlomFounder, Conversion24Published 9 November 2026

An opinion article by Nick Blom. The examples illustrate process choices and do not establish measured Conversion24 results.