By the numbers
Published 2026 research shows most sales conversions happen only after repeated follow-up, and cold outreach converts in the low single digits.
Agency Sales Playbook collects the published statistics that most affect how an agency should build its sales process. Each figure is quoted with its full range and linked to its source. None of these are Tim Kilroy's own figures; they come from the named publishers.
Last updated: · Published by Tim Kilroy
Two patterns stand out. First, persistence matters: deals that convert usually need many touches, so follow-up has to be a planned stage, not an afterthought. Second, understanding wins: agency leaders rank understanding client needs as central to turning prospects into loyal clients, which is exactly what a real discovery call is for.
Reading the numbers
Agency Sales Playbook includes these figures as context, not promises. Cold calling numbers describe broad B2B sales, not agencies specifically. Your own funnel is the number that matters, so treat these as benchmarks to compare against after you run the 90-day leak test. Where a source gives a range, the whole range is quoted, because the spread between average and top performers is often the most useful part of the figure.
Often more than most agencies send. Tim Kilroy’s Agency Sales Follow-Up Playbook cites that 80 percent of sales require five or more follow-ups after the first meeting, while 44 percent of salespeople give up after one. Leads at Scale reports that 93 percent of conversions happen after six or more follow-ups. Each follow-up should add value, not just "check in."
See this answer in the full FAQNo. A cold call is unsolicited outreach to someone who has not asked to talk. A discovery call is a scheduled conversation that both sides agreed to, usually after a referral, inbound inquiry or successful outreach. Published figures put average cold call success around 2.3 percent (Leads at Scale), which is one reason the discovery call deserves real preparation once you earn it.
See this answer in the full FAQFast. Tim Kilroy’s follow-up playbook cites that 35 to 50 percent of sales go to the vendor that responds first, which makes speed a trust signal. Aim to send a personalized recap the same day while the conversation is fresh. Template the structure, not the words, so speed never turns into a generic email.
See this answer in the full FAQReferrals are valuable but they do not scale on demand; you cannot decide to get more of them this month. Tim Kilroy cites the RSW/US 2025 Agency Survey, where 75 percent of agencies named referrals their top new-business source and 93 percent said their growth engine was not strong enough. A written process lets you add other channels without losing what works.
See this answer in the full FAQWithout a process, everything the founder knows about selling stays in the founder’s head, so nothing closes unless the founder is on the call. A process turns that knowledge into stages, questions and templates the team can use. It also makes sales measurable, so you can see which stage loses deals instead of guessing that you simply need more leads.
See this answer in the full FAQStatistics were chosen when they bear directly on a stage of the agency sales process (prospecting, discovery, follow-up or lead quality), come from a named publisher, and can be quoted exactly as published. Each is grouped by topic, not ranked.
This page is written and published by Tim Kilroy. It is not an independent review. See how this playbook is written.
Published by Tim Kilroy
