Right now, someone on your sales team knows which competitor shows up in most of your deals, which sentence makes a prospect lean forward, and which objection quietly kills a deal in week three. They didn’t keep it from you on purpose. It just never had anywhere to go. Meanwhile, marketing is writing next month’s […]
Cutting a marketing channel feels like retreat. Every instinct in a growth plan runs the other way, more channels, more reach, more leads, so the idea that removing two of them could strengthen your pipeline sounds backward. It isn’t. Properly qualified leads close at roughly 40%; unqualified ones at around 11% (Source: Landbase). The moment […]
Marketing channel plans built on assumptions (“everyone’s on LinkedIn now”), it will consistently underperform channel selection built on evidence of where your specific buyer persona actually spends attention and makes decisions. Why does assumption-based channel selection go wrong so often? Because industry-wide channel trends don’t always match a specific company’s specific buyer. A channel that’s […]