Executive review — five years of growth, where revenue fell behind volume, and the next 6 months' targets
Prepared forZINTEX Executive Team
Prepared byRevenue Operations
Data as ofAug 31, 2026
Use → and ← to move through the deck
Jan 2022 → Aug 2026 · monthly averages by year (2026 = Jan–Aug)
Leads grew 4.9×. Net revenue grew 4.1×.
January 2024
Cumulative leads
0
bathroom leads across all sources
Cumulative net revenue
$0
net amount, sold on date
Net revenue per lead, that year
$0
vs $587 in 2022
Cumulative credit declines
$0
share of gross sold, that year
Lines show each year's monthly average, interpolated between years. The dollar axis is scaled so 2022's revenue per lead sits on the leads line; the shaded gap is revenue below that rate, in $/month. Credit declines = Opportunity Declined $; the red line adds declined dollars back to net. Counters accumulate actual totals; monthly pacing within a year is interpolated evenly. Source: Monthly Bathroom Marketing Report, yearly pulls.
The scoreboard
Five years: leads up 4.9×, revenue up 4.1×, revenue per lead down 15%
Deltas are vs the prior year. 2026 run-rate = Jan–Aug × 12 ÷ 8. Rev/lead = net revenue ÷ all leads. Close rate = sold ÷ demos. Net sales = sold less declines, rescissions and cancels; avg net sale = net revenue ÷ net sales.
Where the leads come from
From one channel to three: aggregators, then manufacturer, now retail
Share of all leads by campaign source type. Hover a segment for leads, net revenue and rev/lead. Sources under 1% of volume are grouped as Other; Unassigned is leads with no source type tagged (26% in 2022, near zero today).
Why revenue lagged volume
Every step of the funnel converts a little worse than it did in 2022
Blended across all sources, 2022 → 2026 YTD. Set rate = set ÷ all leads; confirmation = confirmed ÷ set; demo rate = demo ÷ issued; close = sold ÷ demo.
2026 YTD actuals, Jan 1 – Aug 31, monthly averages
Seven channels, very different economics
Click a column header to sort.
Where do we want to go from here? · next 6 months, monthly targets
Same lead volume, more revenue per lead
Goals combine AI recommendations and prior leadership discussion. Green = above goal, red = below.
Discussion points for the 6-month targets
Getting from $11.7M to $13.5M a month — without buying more leads
Since 2022, leads grew 4.9× and revenue 4.1×; revenue per lead fell from $587 to $499. The plan does not ask for more leads. It asks for more from each one: better set and confirmation rates on the two largest channels, and a retail channel that converts like the rest.
ManufacturerSet rate 23% → 35% is the single largest lever in the plan. What has to be true operationally to get there?
Lead AggregatorsConfirmation 76% → 80% and demo 45% → 50%. Which vendors move first?
RetailConfirmation 67% → 78% and issue 60% → 70%. Costco and Sam's are new; what does the playbook look like?
Referral and Internal Lead GenHighest rev/lead in the business. Is $500K/mo referral revenue funded?
Questions are prompts for the room, not conclusions.
How did we come up with this plan?
From business goal to measurement, in order
Each step constrains the next. Click a step to jump to its slide; the ↖ Plan map button (or the M key) brings you back here.
Steps 1–2 are where we are; steps 3–7 are the next four slides.
Step 1 · Business goal → marketing goal
$170–175M in 2027. $13.5M a month by March.
Business goal · 2027
$170–175M net revenue
>10% EBITDA
→
Marketing goal · next 6 months
$13.5M net revenue / month
Build a scalable, diversified marketing engine
2026 run-rate = Jan–Aug × 12 ÷ 8. $13.5M/mo sustained through 2027 = $162M before any further growth.
Step 2 · SWOT analysis
Marketing SWOT
Click a quadrant to expand it; click again to collapse. Tags show the number in this deck that backs the point, where one exists.
Step 4 · Channel strategy
Same lead volume, more revenue per lead
Actual = 2026 Jan–Aug monthly average; goal = 6-month plan. Direction is derived from the lead and $/lead deltas.
Step 4 · What the standards are worth
If every channel converted at its target rates today
Projected net revenue / month
$0
Annualized run-rate
$0
Progress toward target rates
Step 5 · Tactics
What we do today, and what 2027 adds
Current tactics
Purchasing leads through lead aggregators and rev shares
Purchasing manufacturer leads
Expanding retail presence in Home Depot, Sam’s and Costco
Running local TV in select Texas markets, as well as Wichita
Increasing digital spend and presence through Google Ads, Meta, SEO and GEO
Attending home shows and events
Proposed for 2027 click a group to expand
2027 tactics are additive to the current set unless a channel is trimmed under the channel strategy.
Steps 6–7 · Execution & measurement
Tier every market, then run the year by tier
How markets get tiered
Each market is assigned a tier from its 2026 YTD performance on the plan metrics:
Does not yet account for market age, capacity, or production constraints. Sales and production review the assignments before the execution plan is locked.
How we measure
Monthly against the 6-month targets by channel and by tier — the same seven metrics. Detail in a separate working session.
Tier assignments to follow the sales/production review.