Lead Quality Over Lead Volume: Rewiring the Funnel
Scoring, routing, and feedback loops that align marketing with sales reality.
Volume targets reliably produce volume. If sales cannot convert it, marketing has optimised itself away from the business outcome while hitting every target.
01Score on fit and intent separately
Fit is who they are; intent is what they did. Combining them into one number hides the difference between a perfect prospect browsing idly and a poor prospect requesting a demo.
02Close the feedback loop
Require a disqualification reason on every rejected lead and review the distribution monthly. Without this, targeting never improves.
03Change the target
Move marketing's primary metric to qualified pipeline value. Everything upstream reorganises itself once the scoreboard changes.
Want this applied to your account?
A senior strategist will review your funnel and share where the leverage sits, no junior hand-offs, no generic audit template.
Book a Discovery Call