Eric Boduch

When you look at dollars per opportunity, which is probably the better metric to look at anyways, then it starts to normalize with everything else.

But the number of leads helped us build a great mailing list, helped us build community, helped us with brand.

So there was a lot of secondary functions to driving a lot of leads.

Leads is such a variable function, sales qualified, marketing qualified, what does that even mean?

I always challenge people like, well, show me what pipeline comes out of it.

Leads is a great early indicator, but it doesn't necessarily mean anything.

If you have only two leads, you know you're not going to get more than two deals.

But if you have 1,000 leads, it might just be, in this case, 13 ops, which isn't horrible.

Early on, we had cut that program on Q4.

So what we did was specifically demo set marketing.

It was purely driving.

And I think it was, I'm trying to remember this actual program we were doing.

And I called it out just because I pulled it out in this presentation just because I wanted to talk.

This was a presentation I gave, right?

So I wanted to talk about what we were doing there and the fact that we cut it.

It was just transitioned, I think, more than anything else to the BDR group and the sales organization that was doing that.

We had an outbound relationship we were using through a third party to drive demos.

And we cut that program.

I think if we looked at Q3, we spent a lot more on it.

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