2025 winter overhaul
Campaign Case Study · Outbound Lead Generation
2025 Winter
Overhaul
Performance analysis of the Fall '25 & Spring '26 calling campaign
Campaign-Wide Key Performance Indicators
01 / Executive Summary
Campaign Overview
The 2025 Winter Overhaul campaign was a structured outbound calling initiative targeting a curated prospect list of 2,813 contacts. Running from October 2025 through March 2026, the campaign engaged callers over 848.75 hours, generating nearly 20,000 total call attempts and qualifying 289 actionable leads — a campaign-wide lead-to-QDM conversion rate of 17.5%.
At campaign close, 1,088 names remained on the list — representing 38.7% of the original population — indicating that approximately 61.3% of the list was fully worked. The data suggests a mid-campaign shift in outreach dynamics: a high early contact rate gave way to more selective, higher-converting engagement in later months, pointing to both seasonal factors and list maturation effects.
"Despite a declining raw contact rate over six months, the campaign's lead conversion efficiency improved — reaching a peak of 23.2% in February 2026 — demonstrating that deeper list penetration yielded higher-quality engagements."
02 / Monthly Performance
Period-by-Period Results
The table below details performance across each monthly reporting period. October 2025 served as the campaign's highest-contact month, capturing the broadest reach at a 16.3% contact rate. November 2025 produced the most leads in absolute terms (78), while February 2026 delivered the highest lead-to-QDM conversion rate at 23.2%.
| Month | Hours | Total Calls | QDMs | Leads | L/QDM % | Contact Rate | Calls / HR |
|---|---|---|---|---|---|---|---|
| October 2025 | 140.0 | 2,734 | 447 | 65 | 14.5% | 16.3% | 19.5 |
| November 2025 | 183.75 | 4,216 | 441 | 78 | 17.7% | 10.5% | 22.9 |
| December 2025 | 135.0 | 3,207 | 205 | 37 | 18.0% | 6.4% | 23.8 |
| January 2026 | 200.0 | 4,666 | 383 | 72 | 18.8% | 8.2% | 23.3 |
| February 2026 | 155.0 | 4,024 | 138 | 32 | 23.2% | 3.4% | 25.9 |
| March 2026 * | 35.0 | 1,070 | 40 | 5 | 12.5% | 3.7% | 30.6 |
| TOTALS | 848.75 | 19,917 | 1,654 | 289 | 17.5% | 8.3% | 23.5 |
* March 2026 reflects a partial month (35 hours logged).
03 / Lead Category Analysis
Where the Leads Came From
The 289 qualified leads break cleanly into product interest categories. Overhaul opportunities dominated — nearly half of all leads — consistent with the campaign's "Winter Overhaul" positioning. Equipment leads were a strong second, while Special Handling contacts (131) represent an adjacent outcome requiring separate follow-up treatment.
Bar widths scaled relative to the Overhaul category (138). Special Handling and Info Request represent QDM outcomes routed for separate treatment.
04 / Call Disposition
Non-QDM Call Outcomes
Of the total calls logged, the majority of non-decision-maker contacts fell into the To Be Determined (TBD) category — calls requiring follow-up or rescheduling. The remaining disposition codes reflect a clean, well-managed list with low rates of unworkable contacts (bad numbers, duplicates, and out-of-territory).
| Disposition | Count | Share of Non-QDM | Notes |
|---|---|---|---|
| No Interest | 1,176 | 6.1% | Contacted — declined engagement |
| Not Qualified | 137 | 0.7% | Reached — did not meet criteria |
| Bad Number | 196 | 1.0% | List hygiene issue |
| Do Not Solicit | 43 | 0.2% | Compliance flag |
| Duplicate | 13 | 0.1% | List duplication |
| HQ Out of Territory | 7 | <0.1% | Geographic mismatch |
Combined, negative or unworkable dispositions (Bad Number, DNS, Duplicate, HQ Out of Territory) account for fewer than 1.4% of all calls — validating the 98.2% list quality score and confirming the integrity of the prospect data entering the campaign.
05 / Key Findings
What the Data Reveals
Contact Rate Peaked Early
The October contact rate (16.3%) was nearly double the November rate (10.5%) and more than four times the February rate (3.4%), suggesting that the most reachable prospects were engaged first — a natural pattern in well-sequenced outreach.
Conversion Improved as List Matured
Even as contact rates fell, the lead-to-QDM ratio climbed from 14.5% in October to 23.2% in February — the inverse relationship indicating that remaining contacts were more decision-ready when finally reached.
Overhaul Is the Core Opportunity
At 47.7% of all leads, Overhaul work is the dominant driver. This validates the "Winter Overhaul" campaign theme and suggests strong seasonal demand alignment with the fall-to-spring calling window.
Caller Productivity Steadily Increased
Calls per hour rose from 19.5 in October to 25.9 in February and 30.6 in the partial March period — a 57% improvement in dial rate, likely reflecting process refinement and list familiarity over time.
Exceptional List Quality Maintained
List quality held above 96% in every period and averaged 98.2% overall — an indicator that list sourcing, deduplication, and hygiene practices were sound entering the campaign.
1,088 Prospects Remain Untouched
Nearly 39% of the original list was not fully worked by campaign close, representing a ready pipeline for a follow-on effort without any additional list acquisition costs.
06 / Recommendations
Suggested Next Steps
Launch a Continuation Campaign on the Remaining 1,088
The untouched 38.7% of the list represents immediate opportunity. Given the campaign's demonstrated conversion capability, a focused follow-on effort against this segment — particularly in spring when overhaul demand is still active — could yield an estimated 50–80 additional leads at current conversion rates.
Prioritize Overhaul and Equipment Outreach
With Overhaul (47.7%) and Equipment (28.0%) accounting for 75.7% of all leads, future campaigns should weight call scripts, timing, and rep training toward these categories. Service and Rental leads (3.1% combined) may not justify dedicated calling resources.
Develop a Follow-Up Protocol for the 1,176 "No Interest" Contacts
A significant segment expressed no interest but was successfully reached — these are not bad numbers or unqualified contacts. A lower-touch re-engagement sequence (email or a single callback at a later date) could recover a meaningful share of opportunities from this group.
Replicate October's Launch Cadence in Future Campaigns
October's 16.3% contact rate suggests the first month of outreach is disproportionately effective. Future campaigns should front-load their highest-effort weeks to capitalize on fresh list responsiveness before it diminishes.
Address the 131 Special Handling Contacts
These contacts were qualified but flagged for non-standard follow-up. Ensuring they receive dedicated attention from the appropriate team member could convert a meaningful portion into active leads — without any additional calling effort.
07 / Conclusion
Campaign Assessment
The 2025 Winter Overhaul campaign delivered a solid foundation of qualified leads against a well-curated prospect list over six months of structured calling activity. The data tells a coherent story: early months provided breadth, and later months delivered depth — a pattern characteristic of disciplined, high-integrity outreach.
With nearly 20,000 calls made, 289 leads in hand, an 1,088-prospect remainder list, and a list quality rating above 98%, the infrastructure for continued success is firmly in place. The primary opportunity moving forward is speed — ensuring that warm leads, special handling contacts, and the untouched pipeline are converted into active engagements before seasonal momentum fades.
"The campaign's true yield is not only its 289 leads — it is the intelligence, the calibrated list, and the operational playbook now available for the next phase."