Stop Guessing. Start Collecting Sales and Marketing Data Now

Ever had someone hand you a spreadsheet that made you say, “No ways!” out loud? That was me last month.

Lauren, our new Director of Ops, dropped a sales and marketing data sheet on my desk that nearly knocked me off my chair. In three years, our sales cycle dropped 64%. Our average contract value doubled. And the kicker? Website leads are now making up 41% of our pipeline for 2025. My gut never would’ve guessed that. It turns out, my gut is mostly right – but not always.

None of these insights would have been possible if we hadn’t been collecting the data from the start. It’s the classic founder trap – rely on gut, patch with a spreadsheet later, then realize you’re flying blind when you actually need answers. If you want to build your dream demand engine, this might be a problem.

I’ve been there. Most of us have.

Your Gut Is Good, But Sales and Marketing Data Is Better

Let’s be real. Your gut gets it right 80% of the time. That’s why you’re still in business.

But if you build your entire sales and marketing engine on what feels right, you end up with a few problems:

• You can’t teach your team what you know, because there’s nothing concrete to point to.
• Problems show up, and suddenly you’re guessing at solutions.
• When someone asks, “Where do our best leads come from?” you start every answer with, “Well, I think…”

That’s fine until it isn’t. When you finally decide you need data, you’re 3-6 months away from having enough of it to make a real decision. That’s a long time to wait when something’s on fire.

Start Collecting Before You Need It

You don’t need to be a data scientist or buy fancy software. Just start collecting the basics so insights are ready when someone has time to dig in.

What to track? Keep it simple:

• Lead source (where did they find you?)
• Quote value (how big was the deal?)
• Win/loss date (when did you close or lose them?)
• Loss reason (be specific – Not a fit, Ghosted us 👻, or Budget pulled)

You don’t need a PhD in spreadsheets. I’m talking about a single Google Sheet or the notes field in your CRM. Our HubSpot lead source field looks like a dropdown with 5 options. Nothing fancy, just the basics.

If you want a little more clarity, tools like Google Analytics and Google Search Console show where website leads come from, and Microsoft Clarity gives you free heatmaps and session recordings. No need to overcomplicate things with a 200-column dashboard.

“Metrics That Matter” Aren’t What You Think

Everyone loves to brag about followers, email list size, outreach response, website traffic. They feel good, but they don’t actually tell you if you’re growing revenue.

Most “metrics that matter” like followers or website traffic are just feel-good vanity numbers that don’t translate to revenue. Track what grows revenue, not what feeds your ego.

That’s a hill I’ll die on. You can have 10,000 LinkedIn followers and still be wondering where your next deal is coming from. The marketing data that matters is the one that moves the pipeline: how many warm leads you generated, what channels actually convert, and your real win rate by source.

The Payoff of Boring Data

Six months ago, we had a sudden drop in demo-to-close rate. Old me would’ve started rewriting our pitch deck or blaming the market. Instead, Lauren pulled up our “boring” data and spotted a pattern – all the lost deals came from a new PPC campaign. One tweak, and the numbers bounced back. No drama, no endless meetings, just a five-minute data dive.

That’s the kind of clarity you get when you keep even the simplest records. The boring stuff pays off.

Avoid the Common Traps

• Don’t overcomplicate. Pick three metrics. Set up a simple process (automatic if you can, but manual is fine for now).
• Don’t wait until you’re desperate. By then, you’ll wish you’d started six months ago.
• Don’t trust your memory. Even if you have a brain like a steel trap, your team doesn’t.

Pick three metrics. Just collect. In six months… you’ll thank me.

Make Data Collection a Habit, Not a Project

The secret isn’t in the tools, it’s in the habit. Data collection shouldn’t be a big project that gets dusted off once a quarter. It should be a five-minute task you or your team do every time a deal moves forward (or falls off the table).

If you’re worried about keeping it updated, automate what you can. But don’t let “perfection” become the enemy of progress. Even a half-filled spreadsheet is better than starting from scratch when you finally need answers.

Gut Feel to Next Steps

Gut decisions got you this far, but data lets you scale. Start with lead source, quote value, win/loss date, and specific loss reasons. Ignore the vanity numbers. Focus on what actually grows your revenue. Simple tools and habits beat fancy dashboards every time.

The payoff? Clear answers when you need them, and way fewer headaches.

Stop guessing and start building a pipeline you can actually measure – schedule a 15-minute call and I’ll show you how simple data habits can unlock your next stage of growth. Your future self will thank you.

Jason Bagley Founder, Growth Experts

I'm a business builder, the founder of Growth Experts, sometimes public speaker, and a member of the Entrepreneurs’ Organization. Mostly though, I’m just a dad to Eva & Cruz and a husband to Karina.