Companies should be selling ideas more than benefits. Sell ideas. Not stuff.

One of the biggest mistakes companies make is brute force lead generation - "give me more leads!" -when they don't understand that not all leads are the same.

One-time revenue spikes that aren't repeatable won't help you achieve consistent year-after-year growth.

If you can predict the rate at which you create (or create and grow) qualified pipeline, and you know your average close rate(s), then you can start predicting your revenue.

Companies should be selling ideas more than benefits. Sell ideas. Not stuff.

Of course you want more revenue, but what good is it if it isn't predictable?