Lead Generation vs. Forecasting: CRO's Real Job

There's a few big ideas in this week's episode. Richard makes a strong case that Pipedrive weighted outcome forecasting for open opportunities and leads is steering you wrong. It's 0% forecastable revenue until the check clears. Joe says tracking sales quarterly sets you up to fail. There are two selling seasons and two off-seasons every year, plan accordingly. Richard and Joe both illustrate how digital agencies in particular under-invest in sales, biz dev, and marketing. They discuss why this happens, the risks and challenges that follow, and alternatives worth exploring.