Conversion fell 2.3 points in Q1. Three drivers, in order of impact:
1
Lead quality40% of declineVendor B paid-search leads degraded after their February model change. Contact rate fell 9.4% and qualified-lead rate fell 6.1%.
EVIDENCE · CRM · Marketing · 14d
2
Agent execution35% of declineThree agents in the bottom quintile account for 60% of the residual gap. Coaching backlog from January was not cleared before Q1 ramp.
EVIDENCE · Dialer · WFM · 30d
3
Campaign mix shift25% of declineWin-back campaign ran 11% over plan, shifting volume to a lower-converting cohort. Within target this week.
EVIDENCE · Marketing · CRM · QTD
Direction · Requalify Vendor B at source level. Clear coaching backlog this week. Reset win-back pacing to plan.