On this episode, Keith interviews Curt Kempton, founder of ResponsiBid, about using automation and data to improve service-business sales and marketing. Curt explains lead sources as inputs at the top of a sales funnel and stresses measuring leads by source, close rate, average ticket price, total volume, and overall ROI, including time and quoting effort, using examples like Money Mailer versus a failed golf-course sponsorship.

They discuss using tools like CallRail and CRM reporting to track performance, "reposting winners," and diversifying channels (Google, Meta, referrals, flyers, etc.) to reduce reliance on any single platform that can suspend accounts. Curt emphasizes controlling and systematizing the customer experience through fast follow-up and consistent processes. He describes ResponsiBid as proposal and follow-up automation that helps close more jobs at higher ticket prices with good-better-best options.

"You have to put together the experience you want your customers to have and you have to systematize it in a way to guarantee that they're gonna get it every time." – Curt Kempton

What You'll Learn in This Episode:

• What a lead source really is—and why it matters more than most owners think

• How to track close rate, average ticket price, and ROI by lead source

• Why customer acquisition cost includes more than just ad spend

• The hidden risk of relying too heavily on one platform for leads

• How to think about lead source diversification in a healthy business

• Why referrals are great—but still need to be measured intentionally

• How customer experience starts the moment a lead comes in

• Why automation improves follow-up, consistency, and conversions

• How ResponsiBid helps service businesses close more work while increasing average job value

Key Takeaways:

• Lead Sources Aren't Just Marketing Channels—They're Inputs Into Your Sales Funnel.

  Curt breaks down the difference between marketing and an actual lead. Someone seeing your website or driving past your sign isn't necessarily in your funnel yet. A lead enters the funnel when they raise their hand—by calling, filling out a form, or taking a clear action that opens the door to a sales process.

• If You're Not Tracking Lead Source Performance, You're Guessing.

  Most service business owners know they're spending on Google Ads, Facebook, SEO, signs, flyers, or direct mail—but couldn't tell you off the top of their head which source brought in the lead, how well it closed, or how much revenue it actually generated. Curt explains why those numbers matter and how they help you decide where to double down, where to negotiate, and where to stop wasting energy.

• Not All Leads Cost the Same.

  A lead source might bring in high-ticket jobs, but if it takes dozens of estimates, long drive times, or tons of follow-up to close them, the real cost may be much higher than it looks. Curt points out that customer acquisition cost includes both money and effort—something many owners completely overlook.

Connect with Curt

Website: https://responsibid.com

Connect with Keith

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