One of the many roles I’ve had in the past involved saving a failing call centre. This call centre was staffed to the eye balls with people and the expensive things that come with that. Rather unbelievably this call centre was being run by people who didn’t actually have a clue what they were doing.

A lead is worthless if it’s just a name and number because in order to sell to a lead you need to be able to communicate to it. Having five leads you can’t communicate with is not as valuable as having one that you can. Great leads then aren’t just details, they are conversations; but