31 Meetings a Month to 126, Same Headcount
Between January and September 2026, a B2B services company I work with went from booking an average of 31 qualified meetings a month to booking an average of 126. Four…
Marketing Economics
What marketing actually costs and what it actually returns. Test budgets, customer acquisition cost, attribution, and the statistics behind numbers that sound precise but are not.
4 articles
What Is One Sales Appointment Worth?
Most marketing teams cannot answer two questions about their own work. What does one sales appointment cost us, and what is one worth? Until you can answer both, marketing is…
I Lost 31 of 59 A/B Tests. Conversion Still Went Up.
Between January 2017 and January 2018 my team ran 59 A/B tests. We won 26 of them. We lost 31. Two were inconclusive. That is a 44 percent win rate.…
How to Determine Test Budget for Paid Marketing
Paid campaign planning and strategy development require a testing budget for large budgets. You’re buying statistics to determine your ROI, so a low ROI, potentially even 0%, can be acceptable…