Lead generation businesses face a "structural villain": the cash flow gap between instant ad spend and delayed buyer payments. Companies often "grow broke" because scaling requires funding traffic 60 days before revenue arrives. Even profitable firms risk insolvency if they lack liquidity for immediate obligations like payroll despite record sales. To survive, operators must maintain 60-day cash reserves and use a 13-week forecasting model. By incentivizing faster buyer payments and utilizing strategic lines of credit, businesses can bridge this timing mismatch. Mastering financial visibility is just as critical as marketing, ensuring the business has the "oxygen" needed to scale safely.