CHAPTER 015 min
Audit what you report today
List every marketing metric you currently report. Most of it will not survive this playbook.
DO THIS
- List every metric
- Mark: activity / outcome / revenue-linked
- Confront how many are activity
TIP
“Impressions” is not a metric. It's a rounding error.
NEXT CHAPTER
02 · Pick the revenue metric that matters
CHAPTER 025 min
Pick the revenue metric that matters
One metric to rule them all. For most: new MRR from marketing-sourced accounts.
DO THIS
- Define the metric precisely
- Confirm it exists in Revenue Intelligence
- Set the target
TIP
The right metric is one that would make you change strategy if it moved 20%.
NEXT CHAPTER
03 · Wire the source-tracking
CHAPTER 038 min
Wire the source-tracking
Every lead has to carry its source through to revenue. UTMs on entry, CRM fields on progress, Revenue Intelligence on close.
DO THIS
- Enforce UTMs on every campaign
- Add a source field to every CRM record
- Ensure Revenue Intelligence reads it on close
TIP
If the source field is optional, it's already broken.
NEXT CHAPTER
04 · Build the funnel report
CHAPTER 046 min
Build the funnel report
One report: visitor → lead → opportunity → close, by source.
DO THIS
- Build the four-stage funnel
- Segment by source
- Compute stage-by-stage conversion
TIP
The stage with the worst conversion is where to spend next month.
NEXT CHAPTER
05 · Kill the activity metrics
CHAPTER 054 min
Kill the activity metrics
Anything not on the funnel report gets deleted from the exec briefing.
DO THIS
- Remove impressions, likes, followers
- Remove “reach” metrics
- Keep only funnel + revenue
TIP
Deleting a bad metric is a bigger win than adding a good one.
NEXT CHAPTER
06 · Ship the executive view
CHAPTER 066 min
Ship the executive view
One-page monthly view: revenue by source, funnel by stage, top gaps.
DO THIS
- Build the one-pager in Business Intelligence
- Auto-generate on the 1st
- Send to the exec team
TIP
If the exec view needs explaining, it's not the exec view.
NEXT CHAPTER
07 · Review quarterly
CHAPTER 076 min
Review quarterly
The report is a living thing. Revisit every quarter.
DO THIS
- Q1: which sources delivered?
- Kill the bottom third
- Double the top third
TIP
Marketing budget is portfolio management. Rebalance.
WRAP UP
You've reached the outcome.
A single-page view showing which marketing motions drive real revenue.