You’ve already done the work to get these leads in front of you. The question is what happens
next.
How many of them are actually
becoming sales conversations
right now?
The gap between what your pipeline holds and what it’s
generating — that’s the number worth finding.
23,000+
Dormant Leads Reactivated to Date
30 Days
to Doubled Results
Zero
Extra Ad Spend
14+ Years
operating in Australian & New Zealand service markets
The two quiet revenue drains
The pipeline already exists.
Most of it isn’t being worked.
The revenue is already there — in enquiries that went cold, clients who stopped
returning, and conversations that were interrupted rather than concluded.
The database that stopped being used
Most service businesses have spent years building a database. Clients, enquiries, referrals, quotes, conversations that went quiet for reasons that had nothing to do with the relationship.
That list is sitting there right now. Not working. No one is treating it as a second source of revenue. The contacts inside it — who already know the business, who already raised their hand at some point — are being left to find a competitor who bothered to follow up.
In a well-run reactivation campaign, 10–15% of dormant contacts re-engage. Between 5 and 20% of those convert to revenue. From a database of 1,000 contacts, that’s not a rounding error.
The enquiry that waited an hour for a reply
When a new enquiry arrives, the research is unambiguous. A lead contacted within one to five minutes is between 8 and 20 times more likely to convert than one contacted an hour later.
Most businesses respond in hours. Some in days. The first operator to respond captures somewhere between 35 and 50 percent of available work. That’s not a sales skills problem. It’s a systems problem.
The revenue leaving through this gap doesn’t appear on any report. It shows up 12 to 24 months later as the difference between what the business generates and what it should.
Whether the business turns over $3M or $30M, the revenue sitting in a poorly-worked pipeline isn’t a marginal issue. Over 12 to 24 months, it compounds into a structural gap between what the business generates and what it should.
Results in practice
What this looks like in Australian New Zealand Services. businesses.
No new ad spend in any of the following.
Greater Sydney Service
Business • Reactivation
2×
Sales call rate
1,300 dormant contacts. One reactivation sweep. Sales call rate doubled within 30 days — and continues to grow with each subsequent campaign.
Reactivation
7-Person Business • Brisbane • Reactivation + Ads
43%+
Revenue increase
Under 6 months. Dormant database reactivation alongside a restructured paid ads strategy on Google and Meta.
Reactivation + Ads
Small Team • Wollongong • Full Recovery
6×
Revenue recovery
18 months from a significant revenue slowdown. Reactivation, restructured ads, and response speed compounding together.
All Three Levers
$2.8M Building Business · NZ
25%
of annual revenue identified as dormant
2,700 dormant contacts. Owner mapped the number himself from his own database export and his own average job value — $700K against $2.8M turnover, from reactivation and response time gaps alone.
Reactivation + Response Speed
What this typically looks like at scale
Across small-to-mid-size Australia and New Zealand service businesses, a typical 15–30% revenue opportunity from an unworked database and slow response time is a consistent pattern — not an outlier result. The dollar figure simply scales with the size of the business:
$10M business
~$2M–$2.5M
$30M business
~$6M–$7.5M
Illustrative, not a guarantee — the Pipeline Review establishes your specific number from your own data.
8×
Conversion rates drop roughly 8x once response time passes the first 5 minutes — a pattern observed across more than 5 million leads and 400+ companies.
InsideSales.com 2021 Lead Response Research
21×
More likely to qualify a lead when contacted within 5 minutes versus 30. Speed is not a sales advantage — it’s a structural one built into the operation.
MIT Sloan / InsideSales.com, Lead Response Management Study
Where to start
Start where it makes sense
for your business.
Most operators start with one question: where’s the gap, and what is it
actually costing? The Pipeline Review answers that. Everything else follows
from the answer.
Entry — fixed fee, no ongoing commitment
The Pipeline Review
Five to seven targeted questions about your current pipeline, database, and enquiry flow. Craig reviews your answers and returns a concise two-page written assessment.
What’s working — lead generation, list quality, conversion rate assessed against businesses at your revenue level
What isn’t — specific gaps named: response time, dormant database, follow-up cadence, response infrastructure
The opportunity —realistic revenue uplift estimate from your own numbers. For most businesses in this band: a typical 15–30% additional revenue with no extra headcount or budget
The threat — what the gaps are costing right now, quantified against MIT and InsideSales.com research on documented lead loss rates
No pitch attached to the output. The review stands on its own. Request below, answer the questions at your pace, pay $397 once complete.
$397 AUD — delivered within 48 hours
Director for a Day + 90-Day Plan
A full working session with Craig, focused entirely on your pipeline situation. Within three business days, a complete set of assets and a 90-day implementation plan is delivered. Your team can execute everything without any further involvement.
Focused 2.5–3hr working session (remote)
Written gap analysis built from your actual numbers
90-day sequenced implementation plan with clear priorities
Reactivation sequence templates adapted to your vertical
Enquiry response frameworks ready to deploy
Channel recommendation (ads, outreach, or both) where relevant
All assets delivered within 3 business days of the session
This is not a strategy presentation. You leave with working assets your team can act on within the week. No retainer, no ongoing dependency.
$4,000 (Lean) / $6,000 (Layered) AUD
Essentials Stack Setup
Done-for-you. Instant response automations and dormant database reactivation sequences built on your own system. You own the infrastructure. Craig and his team install it, test it, and train your team to operate it.
Instant response: automated triggers, follow-up sequences, and escalation paths across all inbound channels
DBR: database segmentation, reactivation sequences, response handling
Reporting dashboard: see what’s firing and what’s converting
2–3 week build from sign-off to handover
Team training included at handover
The methodology, systems, and intellectual property are licensed to your business — not transferred. The $500/mo covers up to 3 hours of troubleshooting and updates monthly. Hours beyond that are charged at an agreed rate. Technology evolves; maintenance is not optional for any live system, and this keeps it current.
$10,000 - $15,000 AUD setup · $500/mo thereafter
Retained — fully managed, ongoing
Retained engagements are typically scoped for businesses able to commit a meaningful monthly
investment over a 6-month minimum — exact pricing is confirmed once fit and scope are established on a call.
Pipeline Activation Sprint
Pricing confirmed on fit
One lever — your choice of dormant database reactivation or response speed — fully built, managed, and reported on. The system is live within 10 days. Results tracked against your baseline from day one.
Single-lever activation (DBR or speed-to-lead, your choice)
Live within 10 days of engagement start
6-month minimum engagement
Monthly reporting against agreed outcome metrics
Natural upgrade path to both levers once results establish
Want more? You can choose to add paid ads, B2B outreach, or email & SMS campaigns alongside this package — entirely optional, see the specialist services below.
Pipeline Yield Program
Pricing confirmed on fit · locked 12 months
Both levers running from day one — dormant database reactivation and response speed working together. Price locked for 12 months from engagement start. The system is live within 10 days.
reactivation + response speed, both active from the start
Live within 10 days of engagement start
6-month minimum, price locked 12 months
Monthly reporting against agreed outcome metrics
Want more? You can choose to add paid ads, B2B outreach, or email & SMS campaigns alongside this package — entirely optional, see the specialist services below.
On the 6-month minimum: the system is live within 10 days and the first measurable result is typically visible within 30. If it isn’t producing a measurable shift in that window, that gets addressed directly and early — not at the end of a 6-month term you can't see inside of.
Specialist services
Demand creation and
outreach —
standalone or alongside any
package.
These services run independently or integrate directly with either retained package.
Each is managed by a specialist, not a generalist account team.
Paid Advertising
Google & Meta Ads Management
Full campaign management for service businesses. Setup, audience targeting, creative direction, optimisation, and monthly reporting. Designed to generate new enquiries that the reactivation and response speed systems then convert efficiently.
Ad spend is always your own budget, managed separately. Available standalone or integrated with either retained package.
Outbound
B2B Cold Outreach
Targeted list building, email sequence development, LinkedIn outreach, and response management. Built on proven copy frameworks for service business verticals. Generates new conversations in parallel with database reactivation — different audience, same commercial intent.
Available standalone or as a package add-on. Managed by Craig and his outreach specialist.
Database & Nurture
Email & SMS Campaigns
Reactivation sequences, nurture campaigns, and follow-up automation for your existing database. If dormant database reactivation is the lever, email and SMS are the tools that move it. Can run as a standalone test before committing to a full retained engagement.
Available standalone or integrated with any retained package. Good entry point for businesses that want to see reactivation results before a full engagement.
Some businesses need more than a system. They need senior marketing leadership working inside the operation — accountable for commercial outcomes, thinking about the business the way the owner does. Without the recruitment process, the lead time, or the overhead of a full-time hire.
Right fit
The businesses where
this moves fastest.
This works for service businesses with a real database built over years and
enough inbound enquiry volume to make response speed a genuine
commercial lever. Both are required.
Independent real estate agencies
Past appraisals, unconverted buyer enquiries, dormant vendors. The database is the business. Response speed is where listings are won or lost.
Dental & specialist practices
Overdue treatment plans, high-value cases deferred on cost, lapsed recall lists. These patients already started a conversation. Reactivation brings deferred, higher-value work forward — worked owner-side, never patient-facing.
Building, renovation
The gap between quotes issued and jobs won is where this works hardest. Lapsed quote contacts and past clients sitting dormant are the core reactivation target.
Allied health & clinics
Established patient bases, recurring treatment cycles, and enquiry volume that rewards fast response. The recall list is a second revenue source most clinics never work. Pipeline and operations framing only, in line with AHPRA.
Commercial cleaning & facilities
Contract renewals, slow re-tender follow-up, upsell to existing clients. The revenue is already in the database. The lever is working it properly.
Recruitment agencies
Candidate and client databases built over years of placements. Reactivation consistently surfaces revenue that new sourcing cannot match for cost or conversion rate.
Mortgage brokers & finance businesses
High-value leads, short decision windows, large databases of past enquiries. Trail books are rarely reactivated. Both levers work hard in this environment.
Independent professional services
Owner-operated businesses with an established client base and active inbound enquiry flow — where the pipeline already exists and isn’t being fully worked.
The minimum bar: operating 3+ years, a database of at least 500 contacts, with a client lifetime value high enough to justify it, and active inbound enquiry volume.
The process
Two paths, depending on what you need.
Pick whichever matches how you'd rather start — a form, or a conversation.
Neither one assumes you already know which service fits;
that's what the questions are for.
Path 1 — Pipeline Review
Fast, no call required
Submit your details and answer the diagnostic questions at your own pace.
Pay $397 once complete.
Receive your two-page pipeline assessment within 48 hours — straight to delivery, no call in between.
Path 2 — Talk it through directly
Director for a Day, retained management, or the Essentials Stack
Targeted list building, email sequence development, LinkedIn outreach, and response management. Built on proven copy frameworks for service business verticals. Generates new conversations in parallel with database reactivation — different audience, same commercial intent.
10 Days
- to a live system for retained engagements, once a path beyond the Review is confirmed — tracked against your actual baseline from day one.
Engagements are taken on by confirmed fit only. When you work with Marketing
Impact, you work directly with Craig and his specialists in each area — not an
account management layer.
Why this is different
A specialist pipeline practice. One focus.
A deliberately selective client base.
Marketing Impact works on one thing: making service businesses more revenue from the pipeline they’ve already built. Not brand strategy. Not content marketing. Not a full-service retainer that covers everything and moves nothing.
Craig Liddle has been building and running pipeline systems with service business operators since 2012. Not advising from the outside — inside, with real numbers, accountable to real outcomes.
The client base is deliberately selective. Not because of artificial scarcity — because the work requires direct owner access, accurate data, and a willingness to act on what the review finds. Businesses that meet that standard are the ones this works for. Every engagement is run by Craig and the relevant specialist directly.
14+ Years
Operating in Australian & New Zealand service markets
Zero
Additional ad spend in the proof results above
48hrs
Pipeline Review turnaround from question completion
10 Days
To a live system for retained engagements
Start here
Tell us what you’re after.
Submit your details below and select what you’re interested in. Most people start with the Pipeline Review — ten targeted questions about your pipeline, database, and enquiry flow, answered at your pace, with a two-page written assessment delivered within 48 hours.
If you’re after something else — Director for a Day, ongoing management, or a more senior conversation — let us know and we’ll follow up accordingly.
What’s working in your lead generation, database quality, and current conversion rates — assessed against what’s typical at your revenue level.
The specific pipeline weaknesses identified by name: response time, dormant database, follow-up cadence, or response infrastructure.
A realistic revenue uplift estimate from your numbers. For most businesses in this band, closing the identified gaps is typically worth 15–30% additional revenue with no extra headcount or budget.
What the gaps are costing right now, quantified against MIT and InsideSales.com research on documented lead loss rates from slow response and unworked databases.
There’s a version of this that doesn’t look like a service at all.
No account manager.
No reporting decks.
Just a senior marketing mind working as part of your leadership team
— thinking about the business the way you do, accountable for the same numbers you are.
No full-time hire. No recruitment overhead.
At a fraction of the cost.