“Your problem isn’t leads — it’s leaks.”
One of the biggest frustrations I see as a strategic advisor is how often mid-market companies chase more leads instead of fixing how they handle the ones they already have.
It’s almost reflexive:
“We need growth? Let’s spend more on Google Ads, a new website, or a LinkedIn campaign.”
But here’s the truth — without a disciplined sales conversion process, more leads just create more waste.
Before you invest in attracting new customers, make sure you can consistently convert the ones already knocking on your door.
The Leaky Bucket Problem
For most mid-market businesses, the sales funnel looks like a bucket full of holes.
Leads arrive through marketing, referrals, and networking — but they drip away because the sales team lacks a consistent, measurable process for converting them.
Instead of discovery-led conversations that uncover needs and build trust, too many salespeople rely on “hope”:
- Hope the client is ready to buy.
- Hope their quote wins on price.
- Hope they’re not just quote number three in a procurement process built for comparison.
Takeaway: Hope isn’t a strategy — process is.
Why Conversion Comes Before Generation
Every lead is an investment. You’ve already spent time and money to get it.
If you’re not converting effectively, you’re wasting resources twice — once on marketing and again on missed opportunity.
Let’s unpack why conversion must precede generation.
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Discovery Creates Differentiation
Mid-market buyers are sophisticated. They’ve seen every sales pitch and product demo before.
A disciplined discovery process — where your team probes deeply into pain points and unmet needs — is what turns you from vendor to trusted advisor.
Takeaway: You can’t differentiate on what you sell — only on how you sell.
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The Multiplication Effect
A small improvement in conversion delivers exponential results.
Raise your close rate from 20% to 30%, and you can generate the same revenue as doubling your lead flow — without doubling marketing spend.
Takeaway: The cheapest leads are the ones you’ve already paid for.
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Clarity Over Chaos
A defined sales process highlights where leads fall off and why.
Without it, everything gets blamed on “bad leads,” when the real culprits are often poor qualification, slow follow-up, or inconsistent messaging.
Takeaway: You can’t fix what you don’t measure.
Case Study — The Manufacturer That Plugged the Leak
A mid-market manufacturer I worked with was spending heavily on trade shows, digital ads, and sponsorships. Leads were flooding in — but sales weren’t moving.
When we audited the process, the issue wasn’t marketing. It was sales discipline.
Reps rushed to send quotes with minimal discovery. Prospects saw them as “just another supplier” and used their quotes for price leverage.
We paused new lead-gen investment for six months and rebuilt their conversion process:
- Structured discovery before every quote.
- Clear follow-up cadence.
- Training to identify needs competitors missed.
The result? Within a year, their close rate jumped from 18% to 31%.
Only then — once the funnel stopped leaking — did we restart lead generation. Every dollar spent on marketing now produced twice the revenue.
Takeaway: Don’t fill the bucket until you’ve fixed the holes.
What a Rigorous Conversion Process Looks Like
- Structured Discovery — Salespeople lead with questions, not slides. They uncover what the buyer truly values.
- Defined Stages — Every lead moves through qualification, discovery, proposal, and close with clear next steps.
- Speed and Accountability — Follow-ups happen fast. Every lead has an owner.
- Consistent Value Narrative — Your message differentiates on value, not
- Measurement and Coaching — Conversion rates are tracked, reviewed, and improved through data-led coaching.
Takeaway: Process turns performance into predictability.
The Payoff
When you prioritise conversion before generation, you:
- Maximise the ROI of every marketing dollar.
- Protect your sales team from being commoditised.
- Build a scalable, repeatable system that turns interest into revenue.
And the hidden benefit? Confidence.
When your team knows they can convert, lead generation becomes fuel — not a crutch.
Final Thought — Fix the Leak Before You Fill the Bucket
For mid-market companies, scaling isn’t about chasing more leads.
It’s about building a machine that converts consistently.
Fix your sales process first.
Then step on the marketing accelerator.
At Strategy & Execution Advisors, we help leadership teams audit their sales conversion process — identifying leaks, building discipline, and driving predictable growth.
Contact tedb@strategyandexecution.com.au for a free Sales Conversion Diagnostic session.
Don’t chase more leads. Convert the ones you already have.
TED BONEL, SCALING UP PRACTITIONER – STRATEGY & EXECUTION BUSINESS ADVISORS
Are you looking to scale your business and execute strategy with clarity and impact? I help CEOs and founders turn big ideas into real-world results, guiding small to mid-market companies through tailored strategic insights that drive growth.
My expertise lies in simplifying complexity – bridging high-level strategic frameworks with the practical realities of running a business. Unlike many consultants who focus solely on theory or execution, I specialise in both—translating strategy into actionable, transformative steps that deliver lasting results.
Contact me at tedb@strategyandexecution.com.au to schedule a free 30-minute discovery meeting.
ABOUT STRATEGY & EXECUTION
For over 20 years, Strategy & Execution has supported leaders and organisations in developing and executing winning strategies. We provide expert facilitation, executive education, and hands-on consulting to help businesses refine their strategic direction and implement it effectively.
Using proven methodologies like Scaling Up, E-Myth Mastery, Outthinker, and more, we challenge conventional thinking and equip organisations with the tools to accelerate growth. Our approach is dynamic—combining deep business experience with practical execution. We don’t just advise; we roll up our sleeves and work alongside you to make strategy happen.
If you’re preparing for a strategy development or execution challenge and are committed to creating real value, we’d love to hear from you. Learn more about our work or upcoming workshops
