Cumulative new ARR from every tactic on this page: Invida, Engine, JESS, SEO and organic, and paid search booked directly; nurture, Lighthouse and events projected through to close using the funnel below. H2 2026 is the default and the honest near-term read. Stretch the horizon to see what the same dial does once SEO and the outbound motions have had time to compound.
Projection mechanics, plainly stated: pipeline tactics (nurture, Lighthouse, events) are run through the shared win rate and cycle time in the funnel section to estimate when they land as ARR. Engine and JESS are treated as ongoing motions that keep compounding past H2. Invida is a partner company running an ongoing relationship, not a one-off internal campaign, so a new wave the same size as wave two recurs on the same cadence for as long as the horizon runs. None of this is a substitute for a proper cohort model once real close data exists.
Every figure below without brand reproduces the numbers as they were given: 248 Invida demos at a 13% win rate, 720 Engine demos, 300 JESS visitors a month, an 8,000-strong nurture pool, and so on. The brand dial does not create a new line of revenue. It lifts win rate, conversion rate, visitor value and sit rate on every tactic below at once, the way a known name gets on the shortlist, converts the room faster and shows up to the demo it booked.
New ARR, pipeline created and revenue recovered are different kinds of money at different stages of trust. Blending them into one number is how plans get torn apart in the room. Each bucket below shows the plan as given, then the plan with the brand dial applied.
Every organic and paid search lead walks the same path: lead to MQL, MQL to booked demo, booked demo to completed, completed to closed won. Move a dial and it changes both. Brand lifts the last two stages (sit rate and win rate), the same two places it moves elsewhere on this page, and doesn’t touch lead-to-MQL or MQL-to-demo, which are targeting and ops, not brand.
Organic sessions growing a few percent month on month, and a sitewide conversion rate that has been improving alongside it. Sessions become leads at the sitewide CVR, then leads walk the funnel above. Brand lifts the CVR a little further on top of whatever the CRO programme is already doing. It has its own card, first, in tactic by tactic below.
Each card opens to its own controls: the levers your team actually pulls (contacts, cadence, demos, events, traffic). Brand sits above all of them, in the dial back at the top.
This is the channel-efficiency view from the paid search brand-mix review: shifting spend from a £1,310 non-brand lead to a £622 brand one, plus the conversion-rate work that is the same programme as the conversion fixes above. It is shown in leads and cost per lead, not pounds of ARR, so it is deliberately not added into the totals above. Moving it is what funds and feeds every tactic on this page.
| Tactic | Type | Window | Without brand | With brand | Brand delta |
|---|
Without-brand figures reproduce the plan as given on 29 July 2026: Invida wave two (248 demos, 13% win rate, £7,304 blended ACV, roughly £190k of £235k landing in H2), the outbound Engine (720 completed demos a year, 13% win rate, £684k full-year conservative, ramping from September with first ARR in November), JESS (£526k annualised at 300 visitors a month, linear at roughly £1,751 of annualised ARR per monthly visitor), nurture (a roughly 8,000-contact owned pool, 1.5 to 2.5% modelled conversion, about £7,000 of pipeline per SQL), Lighthouse (two to three enterprise SQLs at £28k each by year end, wins landing in FY27), events (the £270k Installer Benchmark plus four further new-business wraps, Grow excluded as upsell not new business), and conversion fixes (£55 to £62k a month live now against £172k a month identified, plus a £295k one-off closed-lost reactivation). The brand dial and its per-tactic effects (win rate, conversion rate, visitor value, event pipeline, sit rate, paid search brand mix) are planning assumptions in WARC’s reported range, not measured Joblogic results. It lifts sitewide CVR and the two funnel stages closest to sit rate and win rate (booked demo to completed, completed to closed won), not lead-to-MQL or MQL-to-demo, so the uplift doesn’t compound across every stage at once. Nurture’s pool-to-SQL relationship and the events-per-wrap pipeline figure remain the two softest assumptions carried over from the first version. Added on 30 July 2026: organic sessions, the sitewide CVR baseline, and all four funnel conversion rates are placeholders, marked as such wherever they appear, pending the real GA4 and HubSpot numbers. The ARR trendline projects nurture and events pipeline onto a calendar using a shared win rate and cycle time; Lighthouse uses its own win-rate dial for the same purpose. Engine, JESS and Invida are all treated as ongoing motions that keep compounding past H2, Invida because it is a partner company running an ongoing relationship rather than a one-off internal campaign, so wave two repeats on the same cadence. This is a tool for the conversation, not a number for the board deck.