Whether a file is business-purpose or consumer gets decided once, early, by someone moving fast. That one call sets pricing, disclosure, which investors will touch it, and whether the deal is worth working at all.
The compliance exposure from getting it wrong is discussed in every shop. The revenue lost getting it wrong in the other direction — pricing a business-purpose file like a consumer file and eating the spread — has no alarm attached to it. Nobody calls. It never appears in a report.
Lead generation has the same shape. Everyone counts volume. Almost nobody can say what a lead was worth, or separate an at-bat from a conversation worth having.
Plumbline Research measures these things and publishes what it finds, including the parts that contradict what I believed going in.
Measured in both directions, against what each miss costs rather than only what it risks.
The cases that get treated wrong in both directions, and the reasoning that puts them there.
Volume reporting against the real cost of the conversations that produce a funded file.
Starting with the ones repeated most often and sourced least.
Each piece goes out by email when it's finished. No schedule, no newsletter furniture, no reading time estimates.
The list isn't open yet. Email jonathan@plumblineresearch.org and you'll be on it before the first piece.