270 - How To Transition From Lead Gen to Demand Gen | Alice de Courcy
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The Scalability of the M C L Model
The marketing spend that's required in order to generate that many m q ls at such a poor conversion rate of winning, like one out of five, the marketing spend becomes unrealistic. But more importantly, i believe, is actually the amount of of head count that you need to follow up with these leads and close them because of how inefficient it is. I think once we started having like that conversation, i think it becomes like a lot more obvious to everyone where things need to shift. It just didn't feel like there was any world in which this was going to scale to the level at which we were being asked to. And so that the whole thing decided to feel like completely wrong.
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