Guides
Everything we'd tell you before you hired anyone.
Six guides to how lead generation actually works — the definitions, the arithmetic, the staffing decision, and the two places funnels lose the most money. No gated PDFs, no invented statistics.
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Big one · 7 min
What getting leads means
What a lead is in plain words, the five steps every path runs through, and the four spots where it breaks.
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Big one · 8 min
What it costs
The four ways it gets priced, the math that turns cost per lead into cost per buyer, and what to ask before you sign.
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Side by side · 7 min
Hire out or hire in
An honest look at the four ways to staff this work. What each is truly good at, what each costs you, and the one question that settles it.
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How to · 6 min
Answer fast
What answer time means, why waiting hurts the whole path, and how to build follow-up that no one has to remember.
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How to · 7 min
Sorting leads
What the labels mean, how to write rules your sales team will trust, and why point systems quietly stop working.
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Look it up · 9 min
Word list
Thirty-two words you will hear in any talk about leads. Each one said in a single line, with no sales spin.
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How to read these
Three routes through, depending on where you are.
The guides cross-link, so you can start anywhere — but these are the paths that make the most sense.
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New to this
Read what lead generation actually is, then keep the glossary open beside it.
- 2
Deciding who does the work
Read what it costs and agency vs in-house together — the two decisions are the same decision.
- 3
Already running a funnel
Go straight to speed to lead and lead qualification — that's where established funnels leak.
From reading to doing
Run the diagnosis on your own funnel.
The readiness scorecard applies what's in these guides to your setup in about a minute. Or price it out on pricing, browse the industry playbooks, or send an inquiry.