About

Activity KPIs Dials per day: 80–100 calls. This ensures enough volume for conversations. Connection rate: 15–20% of calls should reach a decision-maker. Talk time per day: 2–3 hours of active conversation time. Quality KPIs Pitch-to-meeting conversion rate: At least 15% of conversations with decision-makers should lead to a booked meeting. Objection handling success rate: Caller should overcome at least 30% of common objections (e.g. “we already have someone,” “not interested,” “send me info”). Script adherence/compliance score: More than 90% adherence to the approved pitch and objection handling process. Output KPIs Qualified leads per day: 2 booked meetings that meet Xugar’s qualification criteria (decision-maker, budget, relevant service need, and timeframe - BANT). Qualified leads per week: 10 leads (2 per business day). Show-up rate for meetings booked: 90% or higher of meetings should attend. Efficiency KPIs Cost per qualified lead: Track daily/weekly cost of the cold caller’s output against leads generated. Time-to-first-meeting: Average time from initial call to first booked meeting should be less than 3 business days. Development KPIs Call recording reviews: At least two calls per week are reviewed with feedback. Objection handling improvement: Progressive improvement in conversion rate week-on-week. Company Characteristics Industry: Professional services, e-commerce, trades, healthcare, education, SaaS, and B2B service providers. Size: 10–200 employees. Revenue Range: $2M–$50M annual turnover. Location: Australia (Melbourne, Sydney, Brisbane as priority), with capacity to expand globally. Stage: Growth stage, actively investing in scaling revenue and digital channels. Decision-Makers Titles: CEO, Managing Director, Founder, Marketing Director, Head of Growth, CMO. Attributes: Open to new digital strategies. P&L responsibility. Time-poor and looking for experts to drive results. Pain Points Leads are inconsistent or expensive. Heavy reliance on referrals or word of mouth. In-house marketing team lacks expertise in advanced SEO, paid ads, or CRO. Current agency/partner underdelivers or lacks transparency. Difficulty tracking ROI across channels. Buying Triggers Launching a new product, service, or location. Hitting a growth ceiling with existing marketing. Competitors gaining online visibility. Recent hire of a marketing manager needing external support. Budget set aside for digital growth in the next 3–6 months. Qualification Criteria for Cold Calls A lead is qualified if: They are a decision-maker or influence marketing spend. They have an existing budget of at least $3K/month for digital marketing. They want to grow leads, sales, or brand visibility immediately. They are open to an initial strategy call to review competitor and ROI data. Negative ICP (Who Xugar avoids) Sole traders or micro-businesses with less than $500K annual revenue. Businesses unwilling to invest more than $1K/month in marketing. Firms only looking for one-off projects without long-term growth focus. Companies locked into long contracts with other agencies.