Marketing measured the way a sales team measures.
If a channel cannot be tied to a deal, it is a hypothesis — and hypotheses should be cheap.
Reach is not revenue and impressions are not pipeline. We start by making the numbers trustworthy, then spend against them. Where the measurement cannot be made honest, we say so instead of reporting something easier.
Measurement first, budget second
The two failures we see most often are the same everywhere: nothing downstream of the click is tracked, and the audience is defined so broadly that it describes nobody. Both produce reports that look busy and explain nothing. The order that works is unglamorous — get attribution to the point where you trust it, spend small until a channel proves itself, and switch off what does not. That is closer to accounting than to advertising, which is the point.
Four pieces that have to work together
Run separately they produce four sets of numbers that disagree. Run together they produce one you can act on.
- 01
Paid campaigns
Search, social and LinkedIn, aimed at people with the authority to sign. Narrow beats broad when the deal size makes a click worth defending.
- 02
Tracking and attribution
Conversion tracking that survives ad blockers and consent choices, so the number in the report matches the number in the CRM.
- 03
Conversion work
Landing pages and forms rebuilt around the traffic you already pay for. Usually cheaper than buying more of it, and always faster to test.
- 04
Funnel design
Mapping the path from first contact to signature against your actual decision cycle — not a template borrowed from a different industry.
The loop, in five steps
No step is clever on its own. The value is in running them in order and not skipping the boring one.
- Step 01
Audit
Where the current budget goes and which part of it nobody can account for.
- Step 02
Targets
Agreeing what counts as success before spending, in numbers both sides can check.
- Step 03
Testing
Small budgets across several messages, long enough for the result to mean something.
- Step 04
Reallocation
Moving spend towards what worked and switching off what did not, on schedule rather than on sentiment.
- Step 05
Scaling
Increasing spend on the proven path in steps, watching for the point where the economics stop holding.
Three models, three different problems
The same tactic does not transfer between them. What changes is where the money leaks.
- 01
E-commerce
Return on ad spend and repeat purchase. The second one is where the margin actually lives.
- 02
SaaS and B2B
Fewer, better-qualified conversations. Volume of leads is the wrong target when sales time is the constraint.
- 03
Companies entering a new market
Establishing whether demand exists before committing a budget to the assumption that it does.
What we will and will not promise
Building a funnel you can trust takes data, and data takes weeks — the first phase is testing and it will look expensive relative to what it returns. We will not promise a result in the first month, because anyone who does is either guessing or planning to report on something that is not revenue. What you get instead: the budget stays under your control, the reports use your numbers rather than platform numbers, and if a channel does not work we say so in the month it happens.
Send us the account and the question
Tell us what you are spending, on what, and what you are unable to answer about it today. We will look at the account and come back with what we would change first.