Across two campaign years, the Winter Special program doubled its call volume, produced 388 qualified leads, lifted list quality to 96%, and quadrupled its Equipment leads.
Overview
The Winter Special campaign is measured across two campaign years, Year Ending 2025 and Year Ending 2026. Across 709 hours and 15,522 calls, the team reached 2,123 qualified decision makers (QDMs) and generated 388 qualified leads, an 18.28% lead-to-QDM rate.
In its second year the campaign roughly doubled in scale: calls rose 106%, QDM conversations rose 53%, and leads grew 19%. List quality improved sharply too. The trade-off was efficiency, as the lead-to-QDM rate eased from 21.07% to 16.45% while volume expanded.
Results by the numbers
| Metric | YE 2025 | YE 2026 |
|---|---|---|
| Calling hours | 245 | 464 |
| Total calls | 5,073 | 10,449 |
| QDM contacts | 840 | 1,283 |
| Qualified leads | 177 | 211 |
| Lead-to-QDM rate | 21.07% | 16.45% |
| Contact rate | 16.56% | 12.28% |
| Calls per hour | 20.71 | 22.52 |
| List quality | 89.87% | 96.26% |
Key results
More reach, more leads
Leads grew from 177 to 211 and QDM conversations from 840 to 1,283 as the campaign expanded.
A much cleaner list
Bad numbers fell from 8.12% of calls to 2.11%, lifting list quality from 89.87% to 96.26%.
An Equipment breakout
Equipment leads jumped from 13 to 55 (+323%), while the core Winter Special offer held steady (143 to 140) and produced 72.9% of all leads.
The warm pipeline tripled
Special handling and info request contacts grew from 15 to 50, adding qualified opportunities that need only timely follow-up.
Looking ahead
The next gain lies in follow-through. About four in five calls ended pending resolution, a share that grew from 73% to 84% year over year. A structured re-contact cadence for those calls is the clearest path to turning the campaign's larger scale into higher conversion.