Channels — the plan, the spend, and what came back
Planned against spent, this quarter — from the books
Spent, and what actually came back — invoices paid, read from records
| Channel | Planned | Spent | They count | Reached the door | Customers | Collected | Per ₹100 received |
|---|---|---|---|---|---|---|---|
IndiaMART listing · connected, read only | ₹42,000 | ₹42,000Record | 61B | 38 | 2 | ₹9,80,000Record | ₹4 per ₹100 |
ACMA Automechanika, January event | ₹3,80,000 | ₹3,80,000Record | — | 14 | 1 | ₹0Record | ₹3,80,000 spent, nothing collected yet |
Referrals from existing buyers relationship | ₹0 | ₹0Record | — | 5 | 3 | ₹22,10,000Record | free |
The website owned · connected, read only | ₹6,000 | ₹6,000Record | — | 9 | 0 | ₹0Record | ₹6,000 spent, nothing collected yet |
Google Ads paid · connected, read only | ₹15,000 | ₹27,500Recordover by ₹12,500 — nobody approved it | 19B | 3 | 0 | ₹0Record | ₹27,500 spent, nothing collected yet |
IndiaMART
Corto reads enquiries and the listing's own lead count
IndiaMART counts 61; 38 reached the door.
The platform counts 61 'leads'. 38 reached the one door as an actual enquiry; 23 were price-list scrapes and duplicates. Two became customers. What IndiaMART reports and what the bank received are different kinds of number, and only one of them is graded A.
ACMA Automechanika, January
Corto reads nothing to connect — the badge scans are a spreadsheet Priya keeps
One deal from the fair — Nashik Gears — and it is the largest thing in the pipeline. Nothing has been invoiced yet, so the fair reads as ₹3,80,000 spent for nothing until the day it does not. That is the honest number today, and the reason marketing here is measured at the invoice rather than at the lead.
Referrals from existing buyers
Corto reads nothing to connect — recorded on the enquiry
Five enquiries, three customers, every rupee collected. The cheapest channel by a mile and the one nobody manages — because nobody sends it anything.
The website
Corto reads form submissions, and Search Console for what people searched to find it
Nine form submissions, none from a buyer. Search Console says the page people land on is the 2019 'careers' page, from searches for 'Mehta Auto jobs'. The site is finding job-seekers, not buyers, and that is a fact about the site rather than about the market.
Google Ads
Corto reads spend, clicks and the platform's conversion count — read only, never a bid
Google Ads counts 19; 3 reached the door.
Google reports 19 conversions. Three were real enquiries; one was a student. The keyword is 'auto components manufacturer pune', which is what a job-seeker types as readily as a buyer. Rohit set the campaign up in March and nobody has looked at it since. Corto will not touch the bid — that is money leaving the building on an algorithm's say-so — but it will say this plainly.
For a company like this, 'marketing' is mostly BUYER DEVELOPMENT: getting onto approved-vendor lists, the IATF and TISAX credentials a Tier-1 asks for before any conversation, and the one fair. The campaigns above are what that looks like when it is written down as work — and the second one is stuck on a certificate, not on a message.