San Francisco. 2021.
Series A. Twelve people.
Organic was supposed to be the growth engine.
The traffic was climbing.
Every month, better than the last.
The content team was proud. The company was hitting its KPIs.
The charts looked exactly like they were supposed to look.
But the sales team had a different set of charts.
Pipeline from organic: almost nothing.
Conversion rate from organic sessions: embarrassing.
Nobody could explain the gap.