Dear Santa, Please Send Qualified Leads Instead of More Impressions
Dear Santa, please send qualified leads instead of more impressions. If your marketing reports celebrate traffic, clicks, and visibility while your business struggles to generate meaningful inquiries, it's time to rethink what success means. This Christmas-themed guide explains the difference between impressions, clicks, leads, qualified leads, and customers. Learn how to identify misleading conversion tracking, evaluate Google Ads and SEO performance, improve lead qualification, and build a 2027 marketing strategy focused on actual business opportunities rather than vanity metrics.
Share of Model: The Metric Your CMO Doesn't Know About Yet (But Will)
Every CMO has a dashboard full of rankings, clicks, and share of voice. None of it shows the layer where a fast-growing share of buying decisions now happens: inside AI answers. When someone asks ChatGPT or Perplexity "what's the best tool for X," brands get named and one gets recommended first — and none of it registers anywhere in your current reporting. The emerging metric for this is share of model, and the brands measuring it now are claiming positions that compound. Here's what it actually tracks, why it changes where you spend, and how to start measuring it before your competitors do.