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Being close to revenue is the whole game, and most SMMs still treat themselves like “content decorators” instead of growth people. The big unlock is mapping every action to a pipeline step: DM flows that push to a lead form, lead form to CRM, CRM to booked calls or sales, then tracking that inside GA4 or whatever BI tool your team uses.
A couple things that helped me:
– Build at least one simple offer funnel end-to-end yourself (lead magnet → email welcome series → soft pitch). Once you’ve done it once, you stop thinking in “posts” and start thinking in systems.
– Learn one outbound channel really well (cold email with Lemlist, Instantly, etc.) and one inbound one (SEO, Reddit, YouTube). Then your social work plugs into those instead of floating on its own.
On the Reddit side, I’ve used tools like Brandwatch and Mention plus Pulse for tracking buyer-intent threads and jumping in with actual answers, which drove way better leads than generic social posts.
Your main point is right: the SMM who can prove revenue wins every layoff round.
