Outbound Metrics

Most outbound reporting measures the wrong things carefully. Open rate is unreliable, click rate is irrelevant for cold email, and "emails sent" is an activity number that rises when things are going badly.

Two metrics matter: positive reply rate and meetings booked. Everything else is diagnostic — useful for finding which stage is broken, not for judging the programme.

The funnel

Each stage isolates a different failure, which is the point of measuring them separately.