Insight 02 / 05

Why Is My Current Marketing Not Working?

Because you’re measuring activity — not economics.

Cut-Through Answer

You’re Measuring Activity, Not Economics

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ROI is not just return. It is a function of how efficiently you deploy capital. Blended reporting hides underperformance. Every channel must be tied to real CAC, LTV, and payback period.

What We Fix

The Economics Framework

  • Tie every channel to real CAC, LTV, and payback period

  • Eliminate “blended reporting” that hides underperformance

  • Shift from channel metrics to business KPIs

  • Kill underperforming segments fast

  • Reallocate budget to proven conversion pockets

  • Scale only when unit economics hold

  • Reallocate budget to proven conversion pockets

Case Study

Pest Control — Growth + Exit

Pest Control · Multi-State
$2M → $15M → $80M+ Exit
$80M+

Exit Value

9 loc

Locations

4 st

States

What Changed

  • Rebuilt attribution — no more guessing what worked

  • Identified top-performing markets and doubled spend there

  • Cut “brand awareness” spend that produced no measurable return

B2B Assessment Startup
$0 → $3M Exit in 12 Months
$3M

Exit Value

12 mo

Timeline

What Changed

  • Clear attribution from LinkedIn + funnel

  • Tight ICP targeting vs broad messaging

  • Sales + marketing alignment (no lead leakage)