The example shows how a business goal becomes a clear priority for what to strengthen, improve, test and stop.
Example. Nordströms Installation AB is a fictional company. All figures are illustrative.
Nordströms Installation ABInfinity Loop Audit™ · 8 September 2026
01 / The decision
What is worth the next marketing investment?
The goal28,000,000 SEK
Up from 22,400,000 SEK over twelve months. If existing revenue holds, that requires 14 new customers at about 400,000 SEK each.
Stop or pause
Stop broad keywords, 18,400 SEK per month. 71 per cent of the enquiries are consumer jobs under 15,000 SEK. Prioritise the chosen B2B customers and targeted work. The cost equals 220,800 SEK per year before reallocation.
Pause sponsored LinkedIn posts, 6,000 SEK per month. No trackable enquiries in nine months, but the measurement is incomplete. Test purpose, tracking and buying cycle before deciding to restart or stop. See the appendix.
Strengthen
Targeted letters and visits, about 9,000 SEK per month. Five of the last twelve customers. Average value 520,000 SEK. Double the effort in three municipalities.
Referrals. Four of twelve customers. Ask for three names at every final inspection.
Test
Two service pages, budget 40,000 SEK. Charging infrastructure for housing co-ops and property companies. Measure: six qualified enquiries in 90 days.
Improve
The response to website enquiries. 17 of 42 were answered only after 48 hours. Nine got no answer at all. Set a four-hour response target and name someone accountable.
Three decisions this week
□ Stop broad keywords and pause sponsored posts24,400 SEK/month before reallocation
□ Double targeted letters and visits9,000 SEK/month extra
□ Introduce a four-hour response target42 enquiries/quarter
Nordströms Installation ABInfinity Loop Audit™
02 / Working backward
From business goal to what marketing has to produce.
The calculation separates the client's own figures from assumptions. The visit figure is a scenario in which the website delivers every quote. It is not a requirement on the website when several channels contribute.
Step in the calculation
Value
Basis
Revenue target, 12 months
28,000,000 SEK
Client's figure
Revenue, last 12 months
22,400,000 SEK
Client's figure
Gap, if existing revenue holds
5,600,000 SEK
Calculation with assumption
Average first-year deal
400,000 SEK
Client's figure
New customers required
14
Calculation
Win rate on qualified quotes
38%
Client's figure
Qualified quotes required
about 37
Calculation
Enquiry to qualified quote
55%
Assumption to verify
Relevant visits to enquiry
1.9%
Measured data
Visits if all 37 quotes come via the website
about 294 per month
Calculated scenario
Nordströms Installation ABInfinity Loop Audit™
03 / Where the deals came from
The most recent customers show what already works.
Customer
Type
Value
First contact
Weeks
C1
Property company
620,000 SEK
Targeted letter and visit
11
C2
Housing co-op manager
480,000 SEK
Targeted letter and visit
8
C3
Property company
540,000 SEK
Targeted letter and visit
13
C4
Housing co-op
430,000 SEK
Targeted letter and visit
7
C5
Property company
530,000 SEK
Targeted letter and visit
10
C6
Industrial
450,000 SEK
Referral
16
C7
Property company
390,000 SEK
Referral
9
C8
Housing co-op
420,000 SEK
Referral
6
C9
Industrial
340,000 SEK
Referral
14
C10
Property company
310,000 SEK
Organic search
12
C11
Industrial
280,000 SEK
Existing relationship
18
C12
Housing co-op
250,000 SEK
Event
5
Targeted letters and visits5 customers · 2,600,000 SEKAbout 21,600 SEK per customer won
Referrals4 customers · 1,600,000 SEKAbout 3,000 SEK per customer won
Other channels3 customers · 840,000 SEKCost needs verifying
Broad advertising0 recorded customers · 0 SEK in this sample220,800 SEK per year · influence beyond first contact not established
Nordströms Installation ABInfinity Loop Audit™
04 / The position
What the right customer needs to understand.
What you say
”Electrical installation for businesses and private customers. Quality and security since 1998.”
Source: the company website
What the market searches for
charging points housing co-op · 390
charging infrastructure housing co-op · 170
charge box property company · 110
install charging points · 880
load balancing housing co-op · 90
charging spaces rental property · 70
grant charging points housing co-op · 140
quote charging points · 90
charge box apartment building · 50
charging station service · 40
Swedish-language queries, rendered in English. Volumes are illustrative.
What competitors lead with
Competitor A Charging infrastructure
Competitor B Out-of-hours service and availability
Competitor C Industrial installation
What needs testing?
The quote promise requires that delivery capacity is confirmed. In four of ten AI answers examined, Competitor A or B is named but Nordströms is not. Service pages, geographic relevance and customer evidence are possible explanations to investigate.
Nordströms Installation ABInfinity Loop Audit™
05 / The 90-day plan
Three initiatives. In this order.
01
Capture every relevant enquiry
Accountable: head of sales · Budget: internal time
Name an owner, set a four-hour response target, and review response time and outcome every week.
Day 30: 90 per cent answered within four hours
Day 60: reason recorded for every lost quote
Day 90: win rate compared with the 38 per cent baseline
02
Strengthen what already brings customers
Accountable: CEO · Budget: 9,000 SEK/month extra
Double targeted letters and visits. Introduce a standing referral question after final inspection.
Day 30: 30 priority accounts selected
Day 60: 15 conversations held
Day 90: 8 qualified quotes
03
Test a clearer market position
Accountable: appointed partner · Budget: 40,000 SEK
Test the quote promise before publishing two service pages. Track qualified enquiries from the chosen customer types. Your existing team or partner can carry out the work.
Day 30: two pages published with working tracking
Day 60: search and AI visibility documented
Day 90: target 6 qualified enquiries; assess the outcome before investing further
Nordströms Installation ABInfinity Loop Audit™
Appendix / The evidence behind the decisions
Traceable back to the source.
Technical site review
The quote form has no option for business customers.
No separate page for charging infrastructure for housing co-ops.
Response time and quote promise are not stated.
Conversions are not measured all the way to quote.
Three important pages lack a clear way to get in touch.
Search and advertising data
71 per cent of the enquiries from broad ad keywords are consumer jobs under 15,000 SEK. None of the twelve customers has broad advertising as recorded first contact. That shows a weak match against the chosen B2B audience, but does not rule out other influence. Organic visibility exists for the company name but is missing for eight of ten priority buyer questions.
Why stop and pause?
Stopping broad keywords rests on audience relevance and the opportunity to prioritise targeted work. LinkedIn is paused to limit further cost while purpose, tracking and a reasonable buying cycle are examined. Nine months without trackable enquiries does not prove there was no effect.
On day 30 the CEO decides whether LinkedIn should restart as a bounded test, stay paused, or stop. A restart requires a clear purpose, a measurement point and a time frame matched to the buying journey. That judgement is weighed against spending the same money on response handling and targeted work. Incomplete measurement is reported as uncertainty.
Two customer conversations
”They answered the same afternoon. That decided who got to quote for the job.”
”We had no idea they did charging infrastructure until another manager mentioned them.”
Fictional quotes showing how real customer conversations are reported.
