Why “More Leads” Is the Wrong Goal for B2B Sales Teams

For B2B sales leaders, quantity mandates incentivize marketing to lower standards, resulting in a noisy pipeline that hides real opportunities.

The Cost of Low Quality

• AE Burnout: Your highest-paid talent shouldn't be sifting through mountain of junk.
• Noisy Pipeline: impossible to forecast accurately when bloated with unqualified deals.
• Increased Churn: bad-fit customers consume disproportionate support resources.

It is far more profitable to double your conversion rate than it is to double your lead volume.

Focus on Velocity

Track lead-to-opportunity conversion and sales cycle length. These are the levers that build a faster, more efficient revenue engine.

The Takeaway

Stop asking for more leads. Start asking for better ones. Shift your measurement to qualified pipeline value to drive real, sustainable growth.