Small Spark Theory: a marginal gains approach to new business and marketing EP96: What to measure and why | Lucy Mann
Feb 18, 2025
This episode tackles the art of measurement in agency marketing and new business. Discover why consistent tracking of marketing activities can reveal patterns and enhance decision-making. Learn a straightforward method for logging actions and outcomes, and how to plan around seasonal trends. Lucy introduces a structured pipeline measurement system, emphasizing emotional detachment and effective opportunity grading. Gain insights into tracking gross versus weighted pipelines for performance visualization, all aimed at driving better business outcomes.
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Track Monthly Marketing Activity Simply
- Log monthly counts for each marketing activity category to spot patterns and relationships with opportunities.
- Use volume metrics (not value) to define the run rate of activity needed to generate the right pipeline.
Use Patterns To Plan Around Downtime
- Use historical patterns from your activity log to replicate what works and reduce what doesn't.
- Front-load outreach before known busy periods to keep a steady pipeline despite holidays or big client projects.
Board Reporting Revealed Inconsistent Pipeline Claims
- Lucy describes reporting pipeline to a board including a VC who only cared about pipeline rather than past billings.
- Different agencies reported opportunities inconsistently, revealing emotional and arbitrary weightings in pipeline claims.