Emilio Garcia walks through building a measurement pipeline for lead generation. Start by capturing KPIs and setting a baseline, then analyze which channels or segments perform best, run controlled experiments to validate them, and iterate from there.
You build your pipeline, which is establishing those systems of record that will allow you to measure those KPIs. With that, you either establish a baseline of your own or make estimates at the beginning as a replacement for them while you wait for the baseline to be built. You look for opportunities on the channels, areas, or industries or company sizes that are performing the better. You make experiments to prove that effectively you have an opportunity there, measure the results, and then repeat.
