Shift Your Strategy
Many startups still focus on lead volume because it’s harder to measure quality. But running a successful business isn’t about taking the easy route. If you’re incentivizing volume, it could be hurting your sales. Just about any lead looks “qualified” to someone focused on getting more leads rather than better ones. Shift your success metric to marketing-generated and marketing-influenced revenue. This will force marketers to measure attribution and campaign effectiveness, which is more beneficial in the long run.