There is a person on my team that spends their day calling clients. They ask clients, “did the lead we send you convert?” This person’s work is ultra-valuable.

Collecting intelligence is for making the known the unknown. I tell this person that their job is to find the smallest unit of truth that is actionable — an insight.

Insights give me, and other account-facing people, the awareness we need to make smart decisions.

Two learnings.

1. Prize the work of someone with the job of generating insights for you.

2. Never underestimate someone whose only job is to smile and dial.