Level up your metrics.
Know what's actually driving revenue, and
what's not.
Strategy should determine metrics, not the other way around.
You need a measurement model that reveals the real story — the revenue story, not just the convenient one.
Your buyer's path isn't linear. Software-based attribution models, whether last-touch, first-touch, or based on some letter of the alphabet, misrepresent your buyer's journey.
More context is needed to supplement this data. That's where we come in.
Make the shift from lead gen to demand gen.
Leads don't pay the bills, customers do.
Stop burning through media budgets by simply optimizing for the 0.4% who click, start telling your story.
Tell them the what, but also the why. Sharing your unique point of view and communicating your key differentiators in a relatable way will beat out tech and spec every time.
What's the difference?
LEAD GEN
- You beg prospects to meet with you.
- Marketing-generated revenue is unpredictable.
- You're overly reliant on inefficient outbound sales tactics.
- Your customer acquisition costs aren't financially sustainable.
- There's no clear path to scale.
- The market impacts you more than you impact the market.
DEMAND GEN
- Prospects ask to meet with you.
- You have reliable inbound revenue.
- Outbound efficiency improves.
- Your customer acquisition costs improve over time.
- Predictable inbound revenue funds new growth experiments.
- You're able to be proactive, rather than reactive.
