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.
The assessment that started this plan
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.
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.
For discussion
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.