"Valve Theory" Will DOUBLE Your Company's Revenue in 2025

Apr 7, 2025 · Leadership & Business · Watch on YouTube
I use a simple “pipe” analogy to illustrate the flow of leads through a B2B service business. Each stage—the website, discovery calls, proposals, and negotiations—acts like a valve that either allows prospects through or blocks them. Many CEOs try to solve growth by pouring in more marketing. I focus on “opening the valves” instead. Adjusting the language on your site, refining your call process, and sending out proposals that build trust can double or triple the number of clients you end up with, without doubling your ad spend. That’s the entire point: optimize the funnel rather than brute-forcing it with more promotion. It’s straightforward, cost-effective, and it works. (90)

I'm James Archer.This is Why Firms Hire Me.

3 Decades in Marketing 20+ Years in the C-Suite Hundreds of Firms Advised

For nearly three decades, I’ve focused on marketing strategy and business growth. My journey was forged in the real world:

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  • I ran a successful marketing agency for 12 years, so I know the service business grind intimately.
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  • My work has been featured in major media outlets, including NPR, The New York Times, Inc. Magazine, Fast Company, and Entrepreneur.
  • I’ve delivered over 100 speaking engagements and written countless articles on what actually drives business success.
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