Why is the phone the first thing I should fix to close my marketing loop? Because every dollar you spend on marketing funnels through the phone before it ever becomes a case. You can run brilliant ads, but if the call that ad generates is handled at an F level, the money is gone. That is why I start the whole loop at the phone slip and training, not at the ad. Think of the phone as the drain everything pours into. A beautiful faucet means nothing if the drain leaks. I have watched practices spend hundreds of thousands, even millions, [...]