Sure, go ahead and invest in outreach, Business Development, networking, content marketing... but don't forget to dig up the opportunities hiding in your network, first. 
Check out the MYNO mini-series here: https://salesfornicepeople.com/academy/mine-your-network-for-opportunities-myno-workflow

And the one thing most detrimental to your internal state? 
The conversations that other people put into your mind. 
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The shortest - and admittedly harshest - way to put it: 
Your team will never outperform your leadership. 
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You can tackle problems in isolation, but if you don't look at the overall bigger picture, the system your problem exists in, you might just screw up more than you're trying to fix. 
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Just like that friend who's always "doing one final rewrite before sending my manuscript to the publisher!". You don't follow up because you don't want to face the fact that things don't look as rosy as you're hoping?
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If you're for everyone, you won't look like the specialist that people want to hire. So you create a narrative, for a niche, and you aim it at those people. Anyone adjacent who show up? Welcome them in. 
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You can tell yourself stories about how likely all those deals are to close until your bankrupt - and if you do tell yourself stories about it, you might be closer to ruin than you think. Be discerning, and careful not to fall into wishful thinking. 
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When a buyer becomes a client, they become a tenant in your head. Shouldn't someone pay the rent...?
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Yeah of course they have the problem and they want to solve it - but very often they can't or won't, and they're only talking to you so that they look like they're working on a solution. And then you waste your time on a buyer's problem-solving theatre. 
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Oh look, I coined a cheesy term. 

But if you use it in your sales and marketing, you probably land more buyers. 
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