Projected Outcomes and What They Assume
A model is only as good as the rates you put into it
What It Is
The Projected Outcomes panel sits directly beneath the cost estimate while you are configuring a stream. It carries the funnel forward from acquired leads to closed revenue, and shows a month-by-month breakdown including the point at which cumulative return overtakes cumulative cost.
It exists so the cost estimate is not read in isolation. Spending a given amount per month is only a sensible decision in relation to what it might return.
How It Works
The funnel has six stages. Acquired leads become delivered emails, then opened, then replied, then positive replies — which the panel calls Landed Contacts. From there, positive replies become meetings booked, and meetings become closed deals, which produce revenue.
The first four stages use platform estimates. The last two use rates you enter, because they depend entirely on your business rather than on Zyntro.
Revenue does not start in month one. Leads acquired early enter the funnel, but deals only close after your sales cycle has elapsed — so the first months show cost against little or no return, and the curve steepens later as the pipeline matures.
Who sets what
| Stage or input | Set by | Detail |
|---|---|---|
| Delivery rate | Platform estimate | Based on only verified addresses being used, rather than guessed ones |
| Open rate | Platform estimate | Based on AI-written subject lines and sender reputation managed through communicators |
| Reply rate | Platform estimate | Based on first-touch emails personalised from company enrichment, mandate context and intent signals |
| Positive reply rate | Platform estimate | Based on qualification filtering low-fit prospects out before outreach |
| Average deal value | You | Revenue per closed deal. Use your historical average or your target |
| Reply to meeting rate | You | What share of positive replies become a booked meeting. Depends on your follow-up speed |
| Meeting to close rate | You | What share of meetings become signed deals |
| Sales cycle | You | Months from first touch to close. Sets when revenue starts appearing |
| Projection horizon | You | How far out to model, up to 24 months |
Why It Matters
The four rates you enter compound against each other, so small changes move the result a great deal. Halving your meeting-to-close rate halves the projected revenue and roughly halves the projected return, without changing the cost at all.
That sensitivity is the point. The panel is most useful when you enter numbers you can defend from your own history, and least useful when you accept the defaults — $5,000 a deal, 55% of positive replies reaching a meeting, 20% of meetings closing, over a three-month cycle. Those are placeholders, not benchmarks for your business.
Examples
You open the month-by-month breakdown with a three-month sales cycle.
Months one to three show leads acquired, landed contacts and meetings, with cost accumulating and revenue at zero. Deals start closing from month four, and cumulative return climbs from there. The shape is expected, not a warning — it is what building a pipeline looks like.
The projection looks strong but your quarantine rate is high.
The model works from leads acquired, while only leads that pass qualification are ever contacted. A stream that quarantines most of what it finds will not deliver the modelled funnel, because most of those leads never enter it. Check the ratio between your Qualified and Quarantined tabs before trusting the projection.
Important: These are projections, not guarantees. The platform estimates are starting figures reflecting the advantages of personalised outreach over generic cold email; they are not measurements of your account. Actual performance varies with your industry, your offer and your market. As streams run, your own measured results are the number to trust.
Tip: Model the pessimistic case before you activate. Put in the lowest deal value and close rate you would accept, and check whether the stream still makes sense. If it only works on optimistic rates, a smaller daily volume is a cheaper way to test the targeting first.
