Most companies think they have a lead generation problem when they actually can't see where leads come from. Phil Risher says businesses should track which marketing channels generate actual revenue, then scale what works and cut what doesn't. Operating without this data is flying blind.
Most businesses don't have a lead problem, they actually have a visibility problem. They can't see where their leads are coming from, so they don't know what to do more of. We see this time and time again where businesses are spending all this money on marketing and try to grow, but they don't know if it's actually working. They're just throwing things at the wall to see what sticks. What you need to do is know that if you spend money on this channel, it's producing this much potential revenue and then this much actual revenue, so then you can know what to scale up or scale down. If you're flying blind, it's not really a strategy for growth. You're just hoping for growth and not actually engineering your growth.
