Why More Leads May Not Be Your Answer
Recently, one of our clients decided to decrease the amount of revenue generated from a specific vertical in their client mix and focus on the most profitable types of clients for them.
With that decision, the thinking of the CEO was to increase lead generation from this profitable client segment to make up the revenue.
But when I reviewed the call tracking and leads report from months/years past (benefits of working long-term with a marketing partner), it showed enough volume already to achieve 2022 revenue goals.
Turns out that in years past the least profitable vertical was eating up the staff’s capacity to schedule and serve the most profitable clients and effectively convert prospects to clients.
So more leads were not the answer here, what this company needed was more capacity and a revised lead conversion (sales) process to convert what was already coming in.
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