But then it hit me. The angry head of sales was right.
Yes, we had generated leads, but they didn't convert to customers.
Workflows weren't converting leads into new customers, and form submissions didn't result in more sales. These customers were inspired by hearing our client speak at an event, getting word of mouth referrals from other customers or seeing free to access content on the website.
We'd been so focused on vanity metrics such as clicks and email open rates that we lost sight of what mattered: reputation, trust and value for potential customers.