What I Say to Clients When They Say ‘We Just Need Leads’

What I Say to Clients When They Say ‘We Just Need Leads’ 

‘We just need leads.’  I hear this a lot.  

And look, I get it. You’ve got sales targets to hit. You’ve got a board breathing down your neck. You’ve got a CRM that’s looking suspiciously empty. And leads feel like the fix – the faster the better.  

But if you’re just chasing leads, you’re already on the back foot.  

That’s not to say leads don’t matter, because of course they do. But leads without context, without qualification, without brand, without a joined-up sales process are just noise.  

 Let me explain…  

The ‘Quick-Fix’ Trap 

All too often businesses panic and quickly default to quick-fix marketing: paid ads, cold outreach, buying data lists, SEO, social media. Typically, however, it’s a half-hearted campaign with no strategic thinking driving it forward.  

Yes, you might see a few leads trickle in and a short spike in numbers, but they rarely convert. Or if they do, they’re the wrong type of customer – short-term, price-sensitive, high-churn.  

 It’s not sustainable nor strategic. And in six months, you’ll be having the exact same conversation, back at square one.    

Leads = Output (Not Strategy)  

If leads are the sole objective, you’re totally missing the point.  

 More leads won’t solve a misaligned strategy, fix a broken funnel, or rectify your lack of market relevance. You don’t need more leads, you need the right leads – the kind that convert, stay, and advocate.  

 Instead of scrambling for volume, shift your focus to building trust through consistent messaging, crafting a brand that opens doors, and layering in a strategy that connects your marketing and commercial goals that won’t fall apart under pressure.  

 Because when that foundation is solid, leads aren’t something you chase. They’re a natural byproduct of doing the right things, in the right way, for the right reasons.    

Build a Strategy   

When clients come to us looking for more leads, we first dedicate time to understand the wider business objectives by asking: 

• What does your pipeline actually look like? 

• What kind of clients do you want more of? 

• What’s your positioning – and is it strong enough? 

• Where’s the friction between marketing and sales? 

• What do your existing clients love about you?

•  What do your prospects need to hear to say yes?  

Then we build a strategy that speaks to real demand using multi-channel tactics such as a brand repositioning, content plans that educate and convert, insight-driven performance marketing, and user-friendly websites.   

The goal should always be to carefully curate a plan with tools that are wholly aligned with your business, deliver real results, and drive sustainable growth.    

Dig Deeper  

So, the next time someone on your team says, ‘We need more leads,’ don’t just nod in agreement, challenge them.   

Ask: leads for what? From whom? Toward what end? 

Because chasing volume without clarity wastes time, energy, and resources. Instead, dig deeper. Understand the why behind the request – is it to hit a short-term quota? Test a new market? Feed a specific sales initiative? Or is it simply a knee-jerk reaction to a slowdown in pipeline?  

Because when you pause to interrogate the intent, you quickly shift the conversation from reactive to strategic, uncovering whether it will truly support your long-term vision.  

Every lead you pursue should be aligned with your ideal customer profile, relevant to your business priorities, and capable of driving meaningful, measurable progress. So, challenge the assumption, demand clarity, and ensure every action you take is purposeful.  

We can help you stop chasing leads and start building strategy.