Why do my marketing leads die after the phone rings? Because the leads were never the problem. After ten years of Google ads and fifteen of print and TV, I can make your phone ring with implant patients almost on demand. That part is predictable. What happens on the other side of the call is where cases get won or lost, and that side lives or dies on accountability. If nobody owns the process of how that call gets answered, what gets said, and who follows up, your team quietly invents its own rules and most of those rules will not [...]