✅ Sales
Work out what a lead is worth before you buy more
Usman Kayani, coaching founders through their real numbers, keeps finding the same gap: nobody has worked out what a lead is worth, so every budget call is guesswork dressed as strategy. The maths is short, close rate times customer value, and with it a $40 lead that closes one in five beats a $10 lead that never converts. Know what a lead is worth and cost per lead stops being the argument.