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The Lead-to-Order Benchmark
B2B Manufacturing Edition · Q2 2026

15 slides. 9 data sources. The first benchmark that maps the entire commercial process for manufacturing companies between £5M and £100M revenue — from first enquiry to closed order to repeat business. Read it in 20 minutes. Score yourself in 10.

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Opens in a new tab  ·  PDF  ·  15 slides  ·  Free

285 Manufacturing locations benchmarked
9 Data sources
15 Slides
10 min Self-score time
30 Point self-assessment

Three things to do right now

Turn this report into a clear picture of where your company stands. Takes about 30 minutes.

1

Start with the Executive Summary

Slide 4. Six findings in under two minutes. Each one names a root cause — not a symptom. The headline: your team spends 89% of its quoting effort on deals that were never going to close. Start here. It frames everything that follows.

2

Score yourself on slide 13

Six dimensions. Score each one from 1 to 5. Takes ten minutes. Most manufacturers between £5M and £100M score between 12 and 18 out of 30. Be honest. Your order book already reflects these answers — whether you measure them or not.

3

Find the dimension that broke first

Your lowest-scoring dimension is rarely the root cause. Slide 11 shows how three qualifying questions — added to an RFQ intake form — doubled a manufacturer’s quote hit rate. The CRM investment the board approved would have automated the wrong process.

Free · No form required

Scored below 20 out of 30?

Email your six scores to Michael with the subject line ‘L2O Self-Assessment — Manufacturing’. Within 48 hours you will get a free Dimension Dependency Brief. It tells you which dimension is dragging the rest down — and whether the root cause is something you can fix yourself or something that needs a deeper look.

25–30Strong. Your commercial process is working.
18–24Functional. Gaps are costing you orders.
12–17Structural issues. Revenue is leaking.
6–11Process failure. Fixing downstream first wastes money.
Email Your Scores → Skip ahead to the Assessment
___/30 Your L2O Score

Score each of 6 dimensions 1–5 on slide 13

The report shows where manufacturers like yours score.
The assessment shows what it is costing yours.

The benchmark gives you the sector picture. The Structural Assessment uses your own numbers — your quote hit rate, your customer retention, your pricing — and tells you what each gap costs you, in pounds, per quarter.

This Report (Free)

What you just downloaded
✓ Sector benchmarks across six dimensions
✓ Quote hit rate and pipeline structure data
✓ Self-assessment scoring (slide 13)
✓ Case study: how 3 questions doubled a hit rate
✓ Where manufacturers at your size typically score
→

The Structural Assessment (£3,950)

Your company, specifically
→ Your six dimensions scored from your own data
→ Every gap costed — in pounds, per quarter
→ Which dimension broke first in your chain
→ Sequenced fix roadmap — what to change first
→ Aftermarket revenue opportunity sized
→ Board-ready video walkthrough

Structural Assessment

£3,950

Five working days. Fixed fee. No data room needed. No system access. One structured conversation, then Michael does the rest.

Pay-nothing guarantee: if it does not show you something your team has not found, you pay nothing.


See the Structural Assessment →

Starts with a short call. No fee until you decide to proceed.

“Nobody benchmarks the commercial process in manufacturing. They benchmark the factory floor. This report benchmarks the pipeline, the quoting process, and the pricing — the things that decide whether a £22M manufacturer reaches £50M or stalls.”
— Michael Williamson · TechGrowth Insights

25 years building and fixing revenue processes at O2, Vodafone, Symantec, Equifax and Helvar (industrial IoT & smart manufacturing). Not an analyst. An operator who has sat in the chair where the revenue process had to work — including in manufacturing, where the commercial process is harder to fix because nobody measures it.

See the Structural Assessment →

Michael Williamson

Founder, TechGrowth Insights

25 years of P&L accountability at O2, Vodafone, Symantec, Equifax and Helvar. The assessment is built on pattern recognition from inside manufacturing and technology companies — not a consulting framework applied from outside.

Structural Assessment · £3,950 Email your self-assessment scores Connect on LinkedIn Get notified: Q3 2026 edition