Michael Burns

So you know you're kind of on the right track if those sort of second and third order questions start coming up around the data.

This, for me, was huge.

I really dug into this.

And the first, I think, practical piece of advice for anyone that maybe had some boom time, and maybe it's not as important to measure all your conversions and your loss reasons because things are going really well and you're hitting your revenue targets.

Start looking at this.

Really, really dive into it.

And there's no substitute for having conversations.

So the CRM is not going to tell you the skinny.

The CRM is going to tell you what the salesperson bothered to put in.

Or in some cases, luckily not at vFairs, but I've run into places where salespeople will blame the product.

Bad product fit.

Too expensive.

Bad lead.

But when you dig into it, you realize that there are actually some other reasons that are driving to loss.

So I needed to correct this, but it was also a pretty good indicator that we had some strategy issues, that our messaging maybe wasn't landing as well as it could be.

So that, again, for me was the key, right?

So what I've done now is I've looked at the data.

I've said, okay, our data is kind of all over the place, right?

That big data point, right, of loss reason is a little bit opaque, right?

I don't really understand, you know, what's driving most of the loss.