John Wilson published the questions he wants answered before a shop moves into another trade or market.
Can the shop predictably generate enough leads to support the existing operation? Does it know CAC and acceptable acquisition cost by channel? Is the current market actually saturated, or did the team stop finding ways to grow inside it? Are there people and systems to handle more demand without the owner becoming the bottleneck? Can the marketing operation support another set of campaigns, budgets, and performance targets?
Those are his questions, from a public post on the tape. This paper prints answers and war stories. It does not print a raise.