Why “More Leads” Is Usually the Wrong Growth Goal

When revenue is down, the knee-jerk reaction is "we need more leads." This is almost always the wrong first move. Focusing on pipeline quality and velocity is far more effective.

The Toxicity of Volume

• AE Burnout: your closers spending 80% of their time on prospects who will never sign.
• Forecasting Blindness: poor conversion rates mask the real strengths of your sales process.
• High Risk of Churn: bad-fit deals lead to high-maintenance customers who leave quickly.

The right goal is not a larger pipeline; it is a more efficient pipeline.

Better Levers for Growth

Shift focus from volume to velocity: tighten your ICP to 100 perfect-fit accounts instead of 10,000 generic ones, and focus all energy on improving the single biggest conversion leak in your funnel.

The Takeaway

Chasing leads is a sugar rush. Sustainable growth comes from building a system that converts high-quality prospects with surgical precision.