Why 'Book More Meetings' Is the Wrong Goal

One of our clients said something last week that stuck with me:

“We’re still getting 3 to 4 meetings a week, and the campaigns aren’t even live.”

Most teams would take that as a win.

But they weren’t celebrating. And I get it.

Because when you’ve been around long enough, you realise that meetings, on their own, aren’t the answer.

They’re a signal. A starting point.

But not the thing that moves the needle.

In this case, the team didn’t have a problem at the top of the funnel.

They had a mid-funnel problem.

The real issue? Once leads showed interest, the team didn’t know what to do next.

No clear messaging. No follow-up rhythm. No process to turn curiosity into pipeline.

And this wasn’t an isolated case.

Across every client call last week, the same theme kept coming up:

It’s not that GTM teams aren’t generating attention. It’s that they’re not following through.

Here’s how that plays out:

• Leads come in but get stuck in limbo

• Deals stall because messaging isn’t mapped to the buyer’s reality

• Sales calls pile up, but no one’s learning from them

• Content gets posted, but there’s no feedback loop from sales

So this week, we rolled up our sleeves and went deeper than "just get more leads."

Here are three fixes that made a real difference:

1. Turning ghosted leads into long-term pipeline

One of our clients had a pile of “not now” responses — warm conversations that never moved forward.

Classic case of a forgotten middle.

Instead of letting those leads die, we helped them build a lightweight nurture system:

• Monthly check-ins via email (not newsletters — real, plain text notes)

• LinkedIn engagement from the founder and AE team

• A branded brochure sent in the post to top accounts

Simple, but intentional.

Now those leads are starting to come back into conversations because they were never truly cold.

They were just neglected.

2. Turning call recordings into sales intelligence

Another client had over a hundred demo recordings just sitting in Fathom.

No tagging. No insight. No learning.

So we built a custom GPT model trained on their transcripts and turned it into a real-time feedback tool.

Now their team can instantly surface:

• Objections that come up most often

• Patterns in lost deals

• Winning phrases that top reps use

Instead of starting every sales call from scratch, they’re finally building compounding knowledge.

And the whole team’s getting sharper as a result.

3. Turning content chaos into narrative clarity

Last one. A fast-growing SaaS team came to us saying, “We know we need to be posting, but we don’t know what to say.”

We ran a deep dive into their pipeline, mapped common deal blockers, and built a content engine that feeds the funnel.

• Top-of-funnel content tied to awareness-stage pain

• Founder POV pieces for narrative control

• Posts designed to spark DMs from ideal prospects

• A deck rewrite to bring messaging into alignment across the board

Now content and sales aren’t two disconnected functions.

They’re working off the same story.

Here’s the real takeaway:

The teams that win aren’t the ones booking the most meetings.

They’re the ones building GTM systems that follow through — fast, relevant, and repeatable.

Most companies are chasing new leads.

The smart ones are capturing the ones they’ve already earned.

If you’re stuck in the middle — lots of interest, but no momentum — we should talk.

Because most of the time, the gold isn’t at the top of your funnel.

It’s in the middle.