Activation
Weekly Growth review · ISO week undefined · undefined undefined · undefined · Generated undefined
Sign-ups are the start, not the win. This page asks the quality question: of the resellers we acquire, how many actually activate — post their first lead — and how that differs by the channel that brought them in. Outbound and paid merge at sign-up; they part company here.
Fact · Cause · Action
AI-generated — stub. Acquisition volume is fine; the resellers paid buys mostly never activate. Paid signs up 6 but only ~1 posts a first lead (17%), against outbound's 88% — so paid's true cost is ~£1,100 per productive reseller, not its £220 CAC. Outbound is healthy; the whole action list is paid activation.
| Section | Fact | Cause | Proposed action |
|---|---|---|---|
| Activation rate by channel | Paid activation is 17% and has more than halved since April (42% → 17%); outbound holds steady at ~88%. | Paid is buying lower-intent traffic as spend scales — people sign up but never post a first lead. Outbound qualifies before sign-up, so its cohort is warm. | Tighten paid targeting to higher-intent segments; add a human onboarding touch for paid sign-ups; re-check the paid cohort in two weeks. |
| Cost per activated | Paid's true cost is ~£1,100 per productive reseller (£220 CAC ÷ 17% activation) vs outbound's modelled ~£95. | The 83% of paid sign-ups that never activate multiply the effective CAC. | Judge paid on cost-per-activated, not CAC — the efficiency case weakens sharply at this activation rate. Reallocate paid budget toward the segments that do activate. |
| Activation velocity | Paid activated resellers take 8.0 days sign-up → first lead and slowing; outbound is ~4.2 and flat. | Paid sign-ups get no hand-holding — no SDR nudging them to their first lead. | Trial an automated activation nudge sequence for paid sign-ups; measure whether it pulls the 8-day tail in. |
| Blended activation | 57% of this week's sign-ups activated, below the 75% target and down 3pp on last week. | Paid's falling activation is dragging the blend down as paid's share of sign-ups grows. | Fixing paid activation is the single biggest lever; outbound needs no action. |
Activation rate by channel
This week. The two channels tell opposite stories. Outbound holds at ~88% — its pre-sign-up qualification means the cohort is warm. Paid has fallen to 17%, more than halved since April, and sits far below the 75% target. Paid is winning the volume race and losing the quality one. · AI stub
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^Activation velocity by channel
This week. Outbound activates in ~4 days and stays there. Paid has crept from 5.5 to 8.0 days over the quarter — the resellers who do activate are taking longer to get there, which is the leading edge of the falling activation rate above. · AI stub
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^Sign-up → activation funnel
This week. Outbound barely leaks — 8 signed up, 8 onboarded, 7 activated. Paid leaks at every step — 6 → 4 → 1 — dropping a third at onboarding and most of the rest before a first lead. Same sign-up count, completely different yield. · AI stub
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^Channel scorecard
This week. The scorecard flips the acquisition ranking. On CAC, paid and outbound look comparable; on cost per activated, paid is ~12× outbound because so few of its sign-ups become productive. Outbound is the efficient, high-quality channel; paid's job is now a quality fix, not a volume one. · AI stub
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