Failure Library · Lead quality
Are the leads bad, or are good leads being wasted?
The usual fix is more spend, another channel, a new agency or more outbound. That can create more sales workload without answering whether demand quality, qualification or execution is the actual failure.
Run the source-to-qualified-pipeline check
Compare lead sources by qualified pipeline and sales time consumed, not CPL alone. Then inspect whether the promise in the ad or outbound message matches what the sales team can actually sell. A cheap lead can be expensive once seller time is included.
Control question
Which sources create buyers that pass your written qualification rule, and which sources only create conversations?
What gets worse if you leave it alone
Lead spend rises, sales gets busier and marketing and sales keep arguing about quality using different definitions.