Phil Risher says most businesses focus on getting more leads, but that's backwards. Without access to your CRM data, marketers can't tell which leads actually convert to revenue. A hundred cheap leads hiding a broken sales process won't fix anything.
I debated putting this in my book because it goes against what everyone says. The number one pillar for your growth engine is data. A lot of times when I talk to people, they don't want their marketing company meddling in their data. They want a marketing company just to send me leads. That's all I want. The problem is that you can get leads all day, but they might be cheap leads, poor quality leads. There might be something broken in your sales system that those leads do not funnel through. There's also leads that you can get from your past prospects and customers, but when you don't know the data as a marketing company, you don't know what works or what doesn't work. This is why you need the information from your CRM to funnel back into the top of the funnel, so that way you know what marketing is actually turning into revenue for the business.
