Five Rungs: the whole commercial journey, one rung at a time
Five Rungs is how Lets Elevate looks at a B2B business's commercial journey - Attract, Engage, Convert, Retain, Grow - and where the work we do for a client sits on it.
Most agencies sell one rung. We sell the climb, because an opportunity generated on the second rung is wasted if it is lost on the third or never renewed on the fourth.
- Method
- Five Rungs
- Delivered by
- Lets Elevate Ltd
- Based in
- Hampshire, UK
- Campaigns
- UK and international
- Talk to us
- 01489 326081
Why five, and why rungs
Because growth is sequential. A business cannot retain a client it has not converted, cannot convert an opportunity it has not engaged, and cannot engage a market that has never heard of it. Each rung depends on the one below, and the return on every pound spent at one stage depends on the stages above it holding.
And because a rung is something you can stand on. Each stage has a definition, a set of activities and a way of measuring whether you are on it. There is no mystery in it. The name is ours; the logic is the one every good sales leader already uses.
The five rungs
- Attract The right companies can find you, recognise themselves in what you say, and trust what they find when they check. Positioning, messaging, the website, the search and AI visibility that puts you in front of a buyer who is looking.
- Engage Reaching the companies that fit your profile, before they come looking. The list built to your ideal customer, the email that goes first, the call that follows. This is where our lead generation services sit, and it is the rung we are best known for.
- Convert Turning a qualified opportunity into a proposal and a proposal into a customer - the handover, the qualification standard, the follow-up, and the sales process on your side that has to be ready to receive it.
- Retain Keeping the customer you won. Onboarding, account contact, the review cadence, and the early-warning signs that a client is drifting.
- Grow Earning more from the customers you already have - additional services, referrals, the case study that helps the next campaign.
Where every engagement starts
Before the first rung there is discovery: a structured look at where growth is currently being lost in your business, which rung it is leaking from, and what a good opportunity actually looks like for you.
It is not a sales meeting. It ends with a written picture of your ideal customer, your qualification criteria and the rung we should work on first. Most clients start on Engage.
Some should not, and we will say so.
What it changes in practice
A lead generation agency measures itself on appointments booked.
Five Rungs means we also ask what happened next - and on our largest campaign, we know: 72% of the appointments went to proposal, and the client's team stopped prospecting and started closing.
That is a Convert-rung result produced by Engage-rung work, and it is the reason we describe the whole journey rather than one part of it.
Which services sit on which rung
Attract. Brand positioning, the website, landing pages, search and AI visibility, Google Ads, Meta, LinkedIn, social media and video.
Engage. Telemarketing, appointment setting, email marketing and the outsourced SDR function.
Convert, Retain and Grow.
Consultancy rather than campaigns: the handover standard, the sales process review, the account cadence and the work of turning existing clients into more revenue and better evidence.
The Quality Commitment governs the handover between Engage and Convert.
We sell every rung ourselves. That is the point of describing it this way - there is no stage of this where we hand you to somebody else and hope the brief survives the journey.
- Attract
- Engage
- Convert
- Retain
- Grow
- Lead generation
- Digital marketing
- Brand and web
Tell us which rung you think you are losing on.
We will tell you whether we agree, and what we would do about it.
Tell us what a good opportunity looks like for you
One conversation. We will tell you honestly which rung you are losing on, and what it would take to fix it.