Brooke Daavison

When budgets tighten, "more sales activity" stops being a strategy. A pharma client cutting its sales team asked us a sharper question: which accounts actually need activity to generate revenue? The data revealed a four-month lag between effort and sales — and three account types that each demand a different play. Spread effort evenly and a leaner team feels like a crisis. Plan by how accounts truly respond, and it becomes a deliberate, defensible strategy. Here's what the numbers showed.

Most businesses run employee surveys at some point. Response rates are low, the answers feel vague, and leadership ends up no clearer on how the team actually feels. The problem is not that employees do not want to share. It is that they do not believe it is safe to. When a genuinely independent third party runs the survey, something shifts, and the feedback that would actually help the business finally starts to reach the people with the power to act on it.

Most businesses cannot tell you what their marketing events are actually worth. In this post, Brooke Davison looks at how a law firm used CRM data to analyse pipeline value per contact across their events and discovered that their smallest events were delivering the highest return. A practical guide to moving from gut feel to intentional event investment.