One of the key ingredients for an agency is to create a pipeline of leads. True or false?

True. A consistent pipeline of leads is crucial for an agency's survival and growth. Without a steady stream of potential clients, an agency cannot secure new projects, generate revenue, or expand its operations. Relying solely on referrals or one-off opportunities is unsustainable in the long term. Agencies must proactively implement strategies like content marketing, SEO, networking, and outreach to continuously fill their pipeline and ensure future business. False is incorrect because a lack of leads directly threatens an agency's viability.