How to Track the Value of Introductions: The Intro Ledger
How to track the value of introductions: a copyable intro ledger template, a 0 to 3 value scale, check dates at 30, 90 and 180 days, and a quarterly review.
By Brett Kaufman. 8 years using relationships to build sales pipelines, from political fundraising to a 7 figure business to running matchmaking for two communities. Over 1,000 introductions facilitated.
To track the value of introductions, give every intro a row with a date, a one line why, an outcome scored 0 to 3, and a separate column for what came back to you. Then check each row at 30, 90 and 180 days, because the value of an intro usually shows up months after you make it.
A ledger that only records who you connected is a contact log. Knowing how to track the value of introductions is what turns it into a balance sheet.
Here is how it shows up. A year ago you introduced a searcher to a CPA at a mastermind dinner. You heard “thanks” and nothing else. This week the searcher closes on a company the CPA’s client was quietly selling. The searcher mentions it on a call, almost in passing. If you had not asked, you would never have known that one intro was the best one you made all year.
I have facilitated over 1,000 introductions and I run matchmaking for two communities. The pattern I trust most: the intros that matter rarely announce themselves. You have to go looking.
What should an intro ledger track?
It should track the pairing, the reason, and two kinds of value: what happened between them, and what came back to you. The basics of keeping the list, and the separate list of intros you still owe, are in how to track introductions and referrals. This page is about the value columns.
The intro ledger template
Copy this into whatever you use. The rows below are illustrative, not real deals.
| Date | Who to whom | One line why | Asked by | Outcome | Value | Back to you | Next check |
|---|---|---|---|---|---|---|---|
| Mar 4 | Searcher to SBA lender | LOI on a landscaping company, needs a seller note structure | Searcher | Financing closed | 3 | Searcher sent you a buyer intro | Done |
| Mar 11 | Operator to QoE firm | First add on, needs diligence under $5M | Operator | Engaged for one deal | 2 | Nothing yet | Jun 11 |
| Apr 2 | Owner to buyer | Owner mentioned selling in two years | Owner | One coffee | 1 | Owner invited you to a dinner | Oct 2 |
| Apr 9 | Founder to investor | Raising a small round, B2B services | Founder | No call | 0 | Nothing | Closed |
Eight columns. Each one earns its place:
- Date. The day you sent it. Value is measured from here.
- Who to whom. Roles are fine in the sheet. Names go wherever you keep contacts.
- One line why. If you cannot write it in one line, the intro probably was not ready.
- Asked by. Which side requested it. Over time this shows who uses you and who you volunteer for.
- Outcome. In words. “Financing closed.” “One coffee.”
- Value. The 0 to 3 score below.
- Back to you. A fee, an intro back, a deal look, an invite, a referral. Kept separate on purpose.
- Next check. A date. A row without a next check date is a row you have stopped watching.
How to track the value of introductions with a 0 to 3 score
Use four levels, and score what happened between the two people, not what happened for you.
| Score | What it means | Example |
|---|---|---|
| 0 | Nothing yet | No call, or a call that went nowhere |
| 1 | A real conversation | They met and both found it useful |
| 2 | A working relationship | One hired the other, or they now trade deals |
| 3 | Money moved | A deal closed, financing landed, a mandate signed |
Keep it that blunt. A ten point scale invites you to argue with yourself. Four levels you can score from memory in two seconds.
Why separate “back to you”? Because they answer different questions. The value score tells you which kinds of intros help people. The “back to you” column tells you who reciprocates. Mix them and you start making intros for what you get, which the people on the receiving end notice fast.
If a fee is involved, write the terms in the “back to you” column the day you make the intro, not after the deal closes. Whether a fee is allowed depends on your licensing and your state, which the finder’s fee for business introduction guide walks through.
When should you check what came back from an intro?
Check at 30, 90 and 180 days, then once a year for anything scored 2 or higher. Most connectors check once or never. That is why they undercount.
- 30 days. Did they talk? This catches the intros that stalled. If one did, what to do when an intro goes nowhere covers the two texts to send.
- 90 days. Did anything start? Engagements and second meetings show up here.
- 180 days. Did money move? In deal work this is often the first time a 3 is visible. Searches, financings and sales run on long cycles.
- Yearly, for 2s and 3s. Working relationships keep producing. The QoE firm you introduced may have done three more deals with that operator.
Each check is one short text: “Did you and the lender end up working together?” It also gives you a real reason to be in touch, which is half the value of the check.
What does a quarterly ledger review show you?
It shows you which intros to make on purpose and which to stop making. Once a quarter, sort the ledger and answer five questions.
- Which pairings reach a 2 or 3? Maybe buyer to lender intros convert and “you two should grab coffee” intros never do. Make more of the first.
- Who sends things back? The names that keep showing up in “back to you” are your referral partners. Treat them that way.
- Who only asks? Not a reason to cut anyone off. A reason to stop volunteering intros they did not ask for.
- Who are you overusing? If the same lender appears in six rows this quarter, find a second one before you wear out the first.
- How long does value take? If your 3s average five months, stop judging intros at 30 days.
Here is illustrative math. Say you make 10 intros a month, 120 a year, and most score 0 or 1. If even a handful reach a 3, the review tells you exactly which kind they were. That is the difference between knowing your network pays and knowing where it pays. It is also how relationship capital turns into net worth.
Why the value columns go blank
The template is easy. Keeping it current is not. The 30 day check lands on a travel week. The 180 day check lands on nothing, because no one sets a reminder six months out. So the value column stays at 0 and the ledger quietly tells you intros do not work, when the truth is you stopped asking.
The system that runs the checks for you
That is a big part of why I built FRONT OF MIND, on the same kind of system that sits behind those 1,000+ introductions. Capture the intro the moment you make it: say both names and a sentence out loud, and it is filed under the event.
Every morning you open your 10 minutes for today. Intros to make this week show up with dated proof on both sides. Follow ups that are due show up with one line saying why today and a drafted text style message, 40 words max. Nothing sends without your tap, and it learns from your edits. Ask Liala “who do I know that is an M&A advisor” when the ledger shows you need a second one.
It runs in your phone browser and you can save it to your home screen. Your contacts are encrypted. No one on our team looks at them. Export and delete anytime. If FRONT OF MIND doesn’t surface people in your network worth reaching out to within 72 hours, we’ll refund you. No questions asked.
Start free with your first 25 contacts and 1 intro, and see which intro comes back first.