2nd & 3rd QTR cce campaign
Campaign Case Study · Outbound Lead Generation
2nd & 3rd Quarter
CCE Campaign
Performance analysis of the Q2 & Q3 2025 outbound calling program
Campaign-Wide Key Performance Indicators
01 / Executive Summary
Campaign Overview
The 2025 CCE outbound campaign was a structured, multi-BDR calling effort targeting a list of 1,431 prospects across Q2 and Q3. Over 539.75 hours of active calling, the team generated 13,228 total call attempts, reached 884 qualified decision makers, and produced 251 total leads — a campaign-wide lead-to-QDM conversion rate of 28.4%.
At campaign close, 972 prospects remained on the list, indicating that approximately 32.1% of the original 1,431 contacts had been fully processed — suggesting meaningful runway remains for a continuation effort.
The headline story of this campaign is a dramatic quarter-over-quarter improvement in conversion performance. Q3's lead-to-QDM rate of 41.5% more than doubled Q2's 19.6%, even as the raw contact rate fell — a pattern that points to meaningful gains in call quality, list hygiene, and rep skill between quarters.
"Q3's 41.5% lead-to-QDM rate is exceptional by any benchmark — and represents more than double the conversion efficiency achieved in Q2, even with fewer QDM contacts reached."
02 / Quarter-Over-Quarter Comparison
Q2 vs. Q3 at a Glance
The two quarters tell strikingly different stories. Q2 produced higher raw QDM volume but with lower conversion. Q3 saw a significant drop in QDM contacts — yet leads outpaced Q2 by a wide margin. Productivity and list quality both improved measurably.
High Volume, Learning Phase
Higher Conversion, Refined Execution
03 / Monthly Performance
Period-by-Period Results
Data from four active calling months — May, June, July, and August — shows a clear progression. Contact rates declined steadily as the list matured, while conversion rates and list quality both improved. August stands out as the single strongest conversion month in the dataset.
| Month | Hours | Total Calls | QDMs | Leads* | L/QDM | Contact Rate | List Quality | Calls/HR |
|---|---|---|---|---|---|---|---|---|
| May 2025 | 95.0 | 2,219 | 221 | 19 | 8.6% | 10.0% | 79.9% | 23.4 |
| June 2025 | 152.5 | 3,669 | 309 | 17 | 5.5% | 8.4% | 92.9% | 24.1 |
| July 2025 | 149.25 | 3,682 | 237 | 21 | 8.9% | 6.4% | 98.0% | 24.7 |
| August 2025 | 78.0 | 1,978 | 77 | 31 | 40.3% | 3.9% | 98.2% | 25.4 |
| CAMPAIGN TOTAL | 539.75 | 13,228 | 884 | 251† | 28.4% | 6.7% | 93.7% | 24.5 |
* Score board leads only (Equip + Serv + Parts + Rent + Other). † Campaign total of 251 reflects project results methodology (Equipment: 217, Service: 25, Parts: 7, Other: 2).
04 / Lead Category Analysis
Where the Leads Came From
The 100 score board leads break into five product categories, with Equipment and Service accounting for more than 90% of qualified opportunities. A notable shift occurred between quarters: Service leads emerged exclusively in Q3 — Q2 recorded zero — representing an entirely new demand signal that developed as the campaign progressed. Equipment is the dominant category by a significant margin, accounting for 217 of the 251 total leads — or 86.5% of all qualified opportunities generated across both quarters.
All bars scaled relative to Equipment (217). Service leads were 0 in Q2 and 25 in Q3 — a new category appearing mid-campaign.
05 / Call Disposition
Non-QDM Call Outcomes
The most striking disposition story is the collapse in bad numbers between quarters: Q2 logged 618 bad numbers (driving list quality down to 88.0%), while Q3 logged only 79 (98.2% list quality). This improvement likely reflects list scrubbing or data remediation work completed between quarters. No Interest was the primary productive non-QDM outcome in both periods.
| Disposition | Q2 | Q3 | Total | Notes |
|---|---|---|---|---|
| No Interest | 396 | 194 | 590 | Reached — declined engagement |
| Not Qualified | 64 | 45 | 109 | Reached — did not meet criteria |
| Bad Number | 618 | 79 | 697 | Improved 87% Q2→Q3; list scrubbing likely |
| Do Not Solicit | 21 | 8 | 29 | Compliance flag |
| Duplicate | 16 | 2 | 18 | List duplication (minimal) |
| HQ Out of Territory | 8 | 5 | 13 | Geographic mismatch |
Excluding bad numbers (a data quality issue, not a calling outcome), the rate of genuinely unworkable contacts — DNS, duplicates, and out-of-territory — was under 0.5% of all calls in both quarters. The core list, once cleansed, proved highly actionable.
06 / Key Findings
What the Data Reveals
Q3 Conversion Was Exceptional
A 41.5% lead-to-QDM rate in Q3 is well above typical outbound benchmarks and more than double Q2's rate. This points to improved qualification conversations, better prospect matching, or a market segment that had ripened by mid-summer.
August Was the Standout Month
August produced a 40.3% lead-to-QDM rate from 77 QDM contacts — the highest single-month conversion in the dataset. With only 78 hours logged, it was also the campaign's most efficient period by leads-per-hour (0.40).
List Quality Improved Dramatically
Bad numbers dropped from 618 in Q2 to just 79 in Q3 — an 87% reduction. List quality rose from 88.0% to 98.2%. This is among the most significant operational improvements in the campaign's history.
Service Demand Emerged in Q3
Q2 generated zero service leads. Q3 produced 25 — representing 39.1% of all Q3 score board leads. This signals a genuine shift in customer need that may warrant a dedicated service-focused calling track in future campaigns.
Equipment Drives the Overwhelming Majority of Leads
Equipment accounts for 217 of 251 total leads (86.5%), making it the defining opportunity category of the campaign. This concentration suggests the CCE prospect list is heavily equipment-oriented, and future campaigns should ensure rep scripting and qualification criteria reflect that demand signal clearly.
972 Prospects Remain Untouched
67.9% of the original 1,431-contact list was not fully worked. Given Q3's exceptional conversion rates, this remaining segment represents a substantial near-term opportunity requiring no additional list investment.
07 / Recommendations
Suggested Next Steps
Prioritize Equipment Conversations in All Future Outreach
With Equipment accounting for 86.5% of all leads generated, it should be the primary focus of every call script, qualification question, and rep training session going forward. The data makes clear that equipment need is the dominant driver of decision-maker engagement in this prospect universe.
Launch a Q4 Campaign Against the Remaining 972 Prospects
With 67.9% of the list unworked and Q3's conversion rates demonstrating the list's quality and potential, a continuation effort is strongly warranted. Given the seasonal nature of equipment demand, engaging this segment before year-end is advisable.
Create a Dedicated Service Calling Track
Service emerged as a genuine demand signal in Q3 with 25 leads from zero in Q2. A separate service-focused script and call segment — rather than bundling it with equipment outreach — could unlock a faster-converting, lower-friction opportunity set.
Apply Q3's List Standards to All Future Campaigns
The dramatic drop in bad numbers between Q2 and Q3 (618 → 79) — and the corresponding rise in list quality (88% → 98%) — demonstrates that list hygiene investment pays direct dividends in conversion. Whatever remediation was applied between quarters should be documented and standardized as a pre-campaign process.
Activate the 14 Special Handling Contacts
These QDM contacts were flagged for non-standard follow-up and have not yet been converted. They represent warm, already-qualified prospects that simply require a different engagement approach — a quick conversation with the sales team could move several of them forward without additional calling effort.
08 / Conclusion
Campaign Assessment
The 2025 CCE Q2 & Q3 campaign delivered a strong and improving performance trajectory across its active months. The headline achievement is not simply the 251 total leads generated — it is the pattern of accelerating conversion that the data reveals. Each quarter outperformed the last, and August's 40.3% lead-to-QDM rate suggests the campaign was approaching peak efficiency at the point where data recording ends.
With nearly 68% of the prospect list still untouched, significant new demand in the service category, 217 equipment leads confirming where market demand is concentrated, and a now-refined, high-quality list, the conditions for a strong Q4 continuation effort are firmly in place.
"The CCE campaign's most valuable asset isn't the leads already generated — it's the high-quality, partially-worked list and the conversion playbook now validated by six months of real-world data."
