You raise the ad budget. More leads come in. And CAC still climbs. Why? Because you generated more volume, not more quality — and nobody in sales is telling marketing which leads closed and which were trash.
Without that feedback loop, marketing optimizes for cost-per-lead, not cost-per-customer. Cheap prospects who were never going to buy keep flooding in. Sales burns out chasing junk, and the few good leads drown in the noise.
The fix isn't more budget. It's closing the loop: sales tags quality, marketing optimizes for quality, CAC drops, ROAS climbs. Basic sales-ops accounting.
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