Guides
The reading layer around the working files. Each guide answers a question that comes up while you are filling one of the templates in, and links back to the file it explains.
Build a Marketing Funnel Backwards From a Revenue Target
How to turn a revenue number into the traffic it actually requires, worked twice — ecommerce and lead generation — with every assumption labelled.
Digital Marketing Examples: 8 Channels With the Numbers
Eight worked digital marketing examples with the arithmetic shown: what each channel costs per outcome, and when it is the wrong choice to use.
Digital Marketing Software: How to Choose What You Need
A five-question test for buying digital marketing software, the real cost of a stack, and the tool categories a small business can skip entirely.
How to Choose Digital Marketing KPIs (Without Reporting 40)
A test for whether a metric is a KPI, the objective-to-KPI mapping, where each number comes from, and the metrics worth refusing to report.
How to Write Report Commentary a Client Actually Reads
The three-part test every commentary line should pass, five weak lines rewritten, and the order to write a monthly marketing report in.
ROAS vs ROI vs CPA vs CAC: One Campaign, Four Answers
The four formulas side by side, run over the same campaign — where a 4.0× ROAS turns out to be a loss, and which number to put in front of a client.
SEO vs SEM vs PPC: What Each Means and Which to Use
The three terms defined without the usual contradictions, a comparison table, and a rule for which one to fund first based on margin and sales cycle.