Measure your marketing
Three numbers a board will believe, and a plain account of what a small budget can and cannot prove. It is as much about the claims to stop making as the ones to start.
Download the guide
Look inside
Eight of the thirteen pages. Turn them the way you would a printed guide.
What the guide covers
Thirteen pages, laid out the same way as every other guide in the series.
Three numbers a board will believe
What each one is, how to work it out, and what it does not tell you.
Eight actions
Numbered and in order, from fixing the definitions to setting the monthly reporting.
A worked example
A Dubai dental clinic, two chairs, AED 4.2 million revenue, AED 18,000 a month across five channels.
A one-page measurement sheet
The definitions, fixed, so the numbers mean the same thing next quarter.
Related
Where to go next.
Build a board-level dashboard
Six questions the page has to answer, twelve numbers, and what turns each one amber.
Read the guide
Set a marketing budget
Three ways to reach the number, and the rule that decides when the money moves.
Read the guideWhere this fits. Measurement is the foundation of growth and performance work. Putting it into a business that has never had it is usually an interim CMO brief.
The articles behind this guide. Marketing measurement for small businesses: what you can and cannot measure on a small budget and 5 signs your marketing spend is not driving growth.
Sources. IPA, Econometrics Explained 2, by Louise Cook, free at ipa.co.uk. Michael Kaminsky, When CMOs and CFOs Align Their KPIs, They Deliver More Value, Harvard Business Review, September 2025. Daniel McCarthy and Eva Ascarza, Measuring Customer Acquisition Cost, Harvard Business School. Listed in full on page 10 of the guide.
Next step
Talk the decision through before you commit to it
A 30 minute discovery call at no charge, on whichever part of this sits closest to the decision in front of you.
Book a discovery callOr read how growth and performance works, what it covers and how it is scoped.