Author: Tristan Martin

What Gets Measured Gets Managed – Using KPIs and Data to Run a Smarter Business

In this episode of Business Made Smarter, host Ed Nell is joined by Doug D’Aubrey, Founder and Managing Director of Executive Training Consultancy, to dig into one of the most underused tools available to small business owners – their own data.

From understanding what a KPI actually is to knowing which numbers really matter, Doug cuts through the jargon and makes the case for why tracking even just a handful of key metrics can transform the way a business is run. Whether it is monitoring net profit, conversion rates or customer retention, the principle is always the same – if you are not measuring it, you cannot manage it.

Key Takeaways

KPIs are simpler than they sound.

A key performance indicator is just a way of measuring whether a role or activity is delivering the outcome it should. Every job in the business has one – even the ones that are not obviously measurable. The starting point is always the same: what does success look like in this role, and how can we measure it?

We remember our successes and forget our failures.

Without data, gut feeling becomes the default. One client believed he was closing 75% of his sales opportunities. When the numbers were tracked properly, the real figure was 33%. That gap is the difference between a business that thinks it is fine and one that knows exactly where to improve.

Customer retention is as important as winning new business.

If 10% of clients are quietly leaving each year, any growth target has to account for that loss first. Tracking retention rates makes the problem visible – and a visible problem is one you can actually solve.

Graphs show you what spreadsheets hide.

Numbers in a table are easy to ignore. The same numbers plotted on a graph make trends impossible to miss. When business starts dipping, a graph lets you pinpoint exactly when it changed – and forces the question of what was different at that moment.

Key Moments

“If you can’t measure it, you can’t manage it.”

“We remember our successes and forget our failures. He genuinely thought he was closing 75% – the real number was 33%.”

“If it just sort of happened in business, you’re not in control. And it could just sort of stop happening.”

About Business Made Smarter

Business Made Smarter is the podcast from Executive Training Consultancy, bringing no-nonsense practical advice to help businesses of all sizes grow and thrive.

Hosted by Ed Nell and featuring Doug D’Aubrey, Founder and MD of Executive Training Consultancy, each episode draws on over two decades of real-world business experience to give listeners strategies and insights they can start putting to use straight away.

How to Get in Touch

To book a free two-hour business review with one of ETC’s expert consultants:

Website: www.exec-tc.com

If you found this episode useful, subscribe, share it with your network and leave a review.

In this episode of Business Made Smarter, the microphone switches sides. Host Doug D’Aubrey turns the tables on Ed Nell – the voice behind the Business Made Smarter podcast and founder of The Media Insiders – to find out the story behind the man who usually asks the questions.

From a career in radio spanning two decades, through a stint trying to bring broadcasting into schools and a business partnership that led him to podcasting almost by accident, Ed shares the full journey of how The Media Insiders came to be.

Key Takeaways

A podcast without a plan is just an open microphone.

Before anyone gets near a microphone, Ed works with clients to nail down who their audience is, what they want to achieve and what kind of content will actually engage the right people.

Podcasting is a marketing tool – even if most business owners do not think of it that way.

Building credibility, increasing visibility and giving potential clients a genuine feel for who you are and how you think is exactly what good marketing does. Podcasting just happens to do it particularly well.

Try things quickly, notice quickly when they are not working and adjust.

Solopreneurs did not have the budget. Schools did not have the budget. Both times, Ed spotted the ceiling fast and moved on rather than grinding away hoping things would change.

Wearing every hat in the business is unavoidable at the start – but it has a shelf life.

Farming out audio editing alone gave Ed twenty hours a month back. That time goes straight into client development and creative work, which is where his real value sits.

Key Moments

“I’ve played songs and talked for 20 years. What am I going to do now?”

“I want to work on my terms. Although I still have to crawl to the boss – which is me.”

“Try things but notice quite quickly when it doesn’t work.”

“You could be the smartest person in the room – but if you can’t get your ideas across, nobody knows about it.”

About Business Made Smarter

Business Made Smarter is the podcast from Executive Training Consultancy, bringing no-nonsense practical advice to help businesses of all sizes grow and thrive.

Hosted by Doug D’Aubrey and featuring regular guest Ed Nell, Founder of The Media Insiders, each episode draws on real-world business experience to give listeners strategies and insights they can start putting to use straight away.

How to Get in Touch

To find out more about Executive Training Consultancy or to book a free two-hour business review:

Website: www.exec-tc.com

To get in touch with Ed Nell and The Media Insiders:

Website: www.themediainsiders.co.uk

If you found this episode useful, subscribe, share it with your network and leave a review.

In this episode of Business Made Smarter, host Ed Nell is joined by Doug D’Aubrey, Founder and Managing Director of Executive Training Consultancy, to talk through a topic that trips up small businesses time and again – project management.

Whether it is launching a new product, switching software or building out a new service, many small business owners dive in without the structure to see it through. Doug breaks down why projects drift, what good project planning actually looks like and how even the smallest team can use simple tools and clear communication to get from idea to outcome without the chaos.

Key Takeaways

Always start from the end.

The first question on any project should be what does success look like? Knowing the outcome tells you whether the project is worth doing, gives everyone a shared goal to work toward and allows you to build your timeline backwards from the finish line rather than guessing your way forward.

Every task needs a named owner and a deadline.

If nobody is specifically responsible for a task, it will not get done. This applies whether there are two people in the business or twenty. Assigning tasks and agreeing realistic timeframes – by asking, not telling – means problems surface early when they can still be fixed.

Simple tools work just as well as complicated ones.

A shared spreadsheet, a WhatsApp group or a basic Gantt chart can be enough to keep a small business project on track. The goal is visibility – everyone being able to see what has been done, what is next and where things stand. Complexity for its own sake does not help.

Review every project – and celebrate what went well.

Once a project is complete, taking time to look back at what worked and what could be done better is what makes the next one go more smoothly. Equally important is acknowledging the people who made it happen. Teams that feel recognised are teams that stay engaged.

Key Moments

“You only have one captain on a ship. When you’re running a project, you have one person who is responsible for the outcome.”

“If you haven’t analysed it properly in the first place, you might start a venture that actually isn’t very profitable – because somebody thought it was a good idea.”

“You can’t solve the problem if you don’t know it is a problem. So you have to communicate.”

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.

In this episode of Business Made Smarter, host Doug D’Aubrey is joined by Jo and Wayne Pearce, founders of Eaglet Business Systems, for a conversation that bridges ISO standards, AI compliance and the very human challenge of running a business with your spouse.

With over 3,120 successful certifications behind them and 29 years in business, Jo and Wayne bring a wealth of hard-won experience to the table. They also deliver a timely and practical warning about AI tools and GDPR that every business owner should hear.

Key Takeaways

ISO certification is an external stamp on internal quality – not just a box to tick.

Like an MOT for your car, it is a third party confirming that what a business says it does is what it actually does. The right reason to pursue it is to become more efficient and effective, not just to win a tender.

Written communication is non-negotiable when you work with a partner or spouse.

It’s in their own communications procedure – verbal communication (particularly at bedtime) is only recognised once followed up in writing. The result is fewer things falling through the cracks.

A plan does not have to be a straight line – it just has to point somewhere.

Jo describes it as a squiggle that still moves forward. Having that direction keeps you from wasting time and resources going in circles, even when the path is messier than you expected.

Getting out of your own way is the hardest and most important thing a business owner can do.

Wayne says surrounding himself with the right people – masterminds, consultants, accountability partners was what changed that. You can’t know what you don’t know and nobody grows without support.

Key Moments

“The reason to get ISO is to improve your effectiveness, efficiency and become better at what you do.”

“If you plan it, you are not going to waste time and a load of money realising something’s not right.”

“I asked Claude: are you compliant with the Data Protection Act 2018 and GDPR? It said no.”

About the Guests

Eaglet Business Systems Ltd helps organisations achieve and maintain ISO standards through practical support, auditing and consultancy. Founded in 1997 by Wayne Pearce, the business brings specialist knowledge across ISO9001, ISO14001, ISO22301, ISO27001 and ISO45001. Wayne is an experienced ISO specialist and lead auditor, while Jo Pearce, who joined in 2004, oversees client care, daily operations and business growth. Together, Jo and Wayne provide a hands-on, approachable service that helps clients build better systems with confidence.

Eaglet Business Systems: https://ebs4iso.co.uk/

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.

In this episode of Business Made Smarter, host Ed Nell is joined by Doug D’Aubrey, Founder and Managing Director of Executive Training Consultancy, to dig into one of the most challenging aspects of running a business – managing change.

Whether it is a new piece of technology, a shift in internal processes or a change that will affect customers directly, Doug breaks down why so many change initiatives fall flat and what business owners can do differently. The answer, it turns out, is less about the change itself and almost entirely about how it is communicated and who is brought along for the journey.

Key Takeaways

Most people are hardwired to resist change.

It is not stubbornness – it is survival instinct. Human beings are built to find comfort in routine and to fear the unknown. Understanding this as a business owner means you stop asking why people are resistant and start thinking about how to reduce the fear around what is coming..

Buy-in is everything.

If the people affected by a change do not want it to happen, it will not happen – no matter how much pressure is applied from the top. Getting buy-in means selling the benefits, not just the change itself. Once someone can see what is in it for them, their attitude shifts.

Always start with the outcome.

Before communicating any change internally or externally, be clear on what you are actually trying to achieve and why. Change for its own sake wastes time and money. If you cannot articulate the benefit, it is worth asking whether the change is necessary at all.

Internal and external change follow the same rules.

Whether you are managing a team through a new process or communicating a change to clients, the approach is the same – explain what is happening, why it is happening and how it will benefit the people it affects. Customers and staff deserve the same level of transparency.

If it is not working, pause and listen.

When a change is meeting resistance mid-implementation, the instinct to push harder rarely helps. Bringing people together, asking what is going wrong and genuinely listening to the answers will almost always surface the real problem – and point toward the solution.

Key Moments

“If you don’t know what’s coming, there’s a built-in fear. It’s a survival mechanism – human beings need to know what’s around the corner.”

“As soon as people want the benefit, they are happy to have the change.”

“Communication is everything. If you don’t communicate around change management, you might as well forget it.”

About Business Made Smarter

Business Made Smarter is the podcast from Executive Training Consultancy, bringing no-nonsense practical advice to help businesses of all sizes grow and thrive.

Hosted by Ed Nell and featuring Doug D’Aubrey, Founder and MD of Executive Training Consultancy, each episode draws on over two decades of real-world business experience to give listeners strategies and insights they can start putting to use straight away.

How to Get in Touch

To book a free two-hour business review with one of ETC’s expert consultants:

Website: www.exec-tc.com

If you found this episode useful, subscribe, share it with your network and leave a review.

Episode – From £47K to £2.6M: How to Scale a Creative Business the Right Way

In this episode of Business Made Smarter, host Doug D’Aubrey is joined by Scott Clarke, co-founder of Kensa Creative, to unpack the journey from a £47,000 turnover startup to a £2.6 million business over the past decade.

The conversation explores what it really takes to scale – from learning to delegate and building a management structure, to using data to drive decisions and creating a culture where people take ownership. Scott shares honest insights into the challenges of letting go, balancing creativity with commercial reality and building a team that can grow with the business.

Key Takeaways

Growth requires letting go

Scaling a business means stepping away from doing everything yourself and trusting others to take ownership of delivery and decisions.

Data removes guesswork

Tracking time, costs and performance at a detailed level allows you to understand what’s actually profitable – and where changes are needed.

Empowerment drives performance

Giving teams visibility of budgets and responsibility for outcomes creates accountability and improves results.

Clarity in your offer makes growth easier

Being clear on what you’re good at – and communicating it effectively – helps attract the right clients and simplifies sales.

Key Moments

“You physically can’t do everything yourself if you want to grow.”

“Is the client happy? If yes, it’s a win.”

“If you don’t measure it, you’re just guessing.”

“You get better results when people feel they have a stake in the business.”

About the guest

Scott Clarke is the co-founder of Kensa Creative, a full-service marketing agency specialising in design, video and development. Working with businesses of all sizes, Kensa helps clients create memorable marketing through branding, campaigns and digital experiences.

About Business Made Smarter

Business Made Smarter is a podcast focused on helping business owners improve performance, productivity and profitability through practical advice and real-world insights.

Hosted by Doug D’Aubrey of Executive Training and Consultancy, each episode explores key areas of business growth with actionable takeaways.

Take the Next Step

If you’re looking to scale your business and improve performance, you can book a FREE 2-hour Business Review with Executive Training and Consultancy.

Visit: https://exec-tc.com/ to find out more.

In this episode of Business Made Smarter, host Ed Nell is joined by Doug D’Aubrey, Founder and Managing Director of Executive Training Consultancy, to tackle one of the most overlooked habits in small business management – the regular meeting.

Far from the dull, overlong affairs many business owners dread, Doug explains that the right meetings, run well and held consistently, are the single most effective way to keep a business coordinated, productive and moving in the right direction. From weekly check-ins to quarterly strategy sessions, this episode covers why meetings get skipped, what happens when they do, and how to make them genuinely worth attending.

Key Takeaways

Skipping meetings is a habit that creeps up on you.

Missing one meeting rarely causes an immediate problem, which is exactly why it is so dangerous. By the time the consequences show up – friction between partners, things falling through the cracks, customer service slipping – the meetings have often been absent for months.

Meetings only work if everyone has a voice.

A meeting where the MD does all the talking is not a meeting – it is a briefing. When each person reports on their own area of responsibility, brings their own agenda items and is held to account for agreed actions, the whole team becomes more engaged and more invested in outcomes.

Structure and timing are non-negotiable.

If a meeting is scheduled for 30 minutes, it should take 30 minutes. Agendas should be circulated in advance so everyone arrives prepared. When one topic threatens to derail the agenda, it should be parked and handled separately. Meetings that consistently run over stop getting attended.

Someone has to own the meeting.

In small businesses especially, meetings disappear because nobody is formally responsible for making them happen. Assigning one person to put it in the diary, send the agenda and chase attendance makes all the difference between a meeting that happens and one that quietly gets dropped.

Mid-week check-ins keep things on track between meetings.

A quick 15-minute health check on a Wednesday or Thursday – just touching base on the key actions agreed in the previous meeting – means you arrive at the next one knowing things have actually been done, rather than discovering too late that they haven’t.

Key Moments

“The meetings are the oil. They keep the cogs moving, keep everything lubricated so the business runs smoothly.”

“If you stop putting oil in your engine, it’ll keep running for a while – but eventually it will break down.”

“We talk all the time. Yes, I know. But are you organising with each other?”

“The big takeaway is simple: just do the meeting.”

About Business Made Smarter

Business Made Smarter is the podcast from Executive Training Consultancy, bringing no-nonsense practical advice to help businesses of all sizes grow and thrive.

Hosted by Ed Nell and featuring Doug D’Aubrey, Founder and MD of Executive Training Consultancy, each episode draws on over two decades of real-world business experience to give listeners strategies and insights they can start putting to use straight away.

How to Get in Touch

To book a free two-hour business review with one of ETC’s expert consultants:

Website: www.exec-tc.com

If you found this episode useful, subscribe, share it with your network and leave a review.