More pitches or a better swing?
There is a great baseball analogy that I've used over the years and it relates to growing your revenues and therefore, enabling the building of company value. When a baseball team has a player with a great batting average, the manager wants that player at the plate in front of as many pitches as possible. But if a player doesn't have a great batting average, the manager wants them working with a batting coach. This same concept applies to a business. Ask yourself, does my sales team already have a great batting average (aka Close or Hit Rate) so you just need to get them more pitches (aka Leads), or are they getting enough leads, but struggling to close enough of them? If you need more leads, this tells you it would make sense to invest in stronger marketing of your brand to generate more awareness of your company capabilities. But if it's a better close or hit rate you need on the leads you already have, then spending more money on marketing could be a waste right now. Start by assessing your sales team close/hit rate and if it's solid, get them more leads. But if it's not an acceptable rate, get them some coaching! Addressing this in either way can help you in building your long term company value.