Blog
Setting a Marketing Baseline Before You Build
Setting the Marketing Baseline at Day 0 On Tuesday I defined ROI, but there’s a problem with it: you can only prove a return if you know where you started. Most businesses don’t, which is why the first month of every Pipeline Sprint ends with a baseline, a record of...
What Marketing ROI Actually Means
What Marketing ROI Actually Means “ROI” might be the most used and least defined term in marketing. Agencies use it to mean clicks, platforms use it to mean conversions, finance directors use it to mean profit and owners use it to mean “is this worth the money?”...
Are Your CRM, Sales and Ad Data Connected?
Are Your CRM, Sales and Ad Data Connected? On Tuesday I asked whether you know where your margin is. For most businesses, the honest answer is that the information exists but nobody can see it, because it’s spread across systems that don’t talk to each other. That...
Do You Know Where Your Margin Is?
Do You Know Where Your Margin Is? Last week I set out the eight areas I look at in any marketing evaluation, and this week I’m starting with the first one, because it’s the one most businesses fail. The question is simple: which of your customers and services makes...
The 8 Areas of a Marketing Evaluation
The Eight Areas of a Marketing Evaluation On Tuesday I argued that a real marketing evaluation starts with the business rather than the channels, and here’s the framework I use to do it. There are eight areas, and each one has a single diagnostic question, a set of...
What a Real Marketing Evaluation Looks Like
What a Real Marketing Evaluation Looks Like Every business I meet has had a marketing audit at some point, usually from an agency, usually free and usually delivered as a PDF. They tend to look much the same, with domain authority, keyword rankings, page speed scores,...
