Approach
These are working methods, not packages. Each one describes the situation, what I actually look at, and what a healthy end state looks like once the system holds.
Situation
Campaigns running everywhere, with no reliable read on what is actually working.
What I look at
What good looks like
Budget decisions made from evidence instead of habit.
Situation
Traffic arrives, revenue does not follow. The loss is usually structural, not creative.
What I look at
What good looks like
More conversion from traffic that is already being paid for.
Situation
Marketing is active, pipeline is uneven, and the numbers disagree with each other.
What I look at
What good looks like
A clear order of what to fix first, and why.
Situation
Teams where the marketing system needs senior operational attention, not more ideas.
What I look at
What good looks like
A system that keeps working without heroics.
Further reading
Longer-form write-ups of the decisions behind each of these methods.
