# Evaluation framework

- Buyers enter sales conversations with clearer understanding of the offering, reducing time spent on basic explanation.
- Website traffic results in deeper engagement prior to sales interaction, measurable through exploration depth and progression signals.
- Improvement in MQL-to-SQL conversion as better-qualified, better-informed buyers reach sales.
- Fewer wasted SDR cycles from outreach to buyers with no substantive engagement history.
- Cost per qualified opportunity improves without a proportional increase in spend.
- Campaign-sourced leads reach Sales with more consistent quality and context about what buyers explored.
- Higher-quality MQLs from paid spend and lower customer acquisition cost, as stated by Sandfox.
- Cleaner attribution per touch across paid channels.