Leads, Pipeline, Revenue
Campaign ROI is measured at three levels: leads (how many qualified attendees you got), pipeline (how many converted to sales conversations), and revenue (how many closed into paying customers). All three matter. Measuring only leads is a shallow read; measuring only revenue takes too long to produce feedback.
The 30-Day Pipeline Number
A healthy LunchLeads event produces 3 to 6 real sales conversations within 30 days of the event. That is the fastest leading indicator for whether the campaign will convert into revenue. Sub-3 means something is wrong with follow-up. Over 6 means the event is working and you should scale.
The 90-Day Revenue Check
By day 90, you should have a clear sense of whether any of the 30-day conversations are converting into closed business. Most sales cycles are longer than 90 days, but you want to see momentum. If three or more deals are actively progressing, the campaign is on track. If nothing is moving, diagnose the follow-up discipline.