There’s a familiar conversation in almost every marketing organization: “We need more leads.” Then, a few weeks later: “The leads we’re getting aren’t good enough.” So the marketing team tightens targeting, changes creative, adds qualification requirements, and raises the bar for conversion. Lead volume drops, and the cycle begins again. The problem is the assumption that lead quantity and lead quality are competing strategies. They’re different growth objectives that require different inputs, signals, and channel levers. The question you should be asking is: “What does the business need right now, and have we given our advertising platforms…
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