In this episode of Business Made Smarter, Ed Nell and Doug D’Aubrey cut through the jargon to show exactly how to judge whether your marketing is working. The golden rule: measure marketing on the enquiries it generates, not on closed sales, because conversion is the job of your sales process.

Doug walks through practical ways to track sources (“How did you hear about us?”), keep a simple but consistent log (from clipboard tallies to CRM fields), and review results continuously so you can stop what isn’t working and double down on what is. Expect clear guidance on KPIs, ROI, cost-per-lead, timelines for different channels, and how to manage external marketers like an in-house team.

Key Takeaways

Marketing creates leads; sales creates customers. Judge marketing by the number and quality of enquiries, then assess sales on conversions through your pipeline.

Track the source of every single enquiry. Capture it at the point of contact (web forms with a “where did you hear about us?” field, codes in ads, or simple tick sheets at the till) and report on it regularly via your CRM.

Give channels an appropriate runway: print/magazine ads often need around three months of consistent placement; SEO and social campaigns typically need 3–6 months; direct channels (events/trade shows) should show impact much sooner.

Know your numbers. Aim for a minimum 3× return on investment, and calculate cost per lead so you can compare channels (or third-party lead providers) like-for-like. If the numbers don’t stack up, change the approach.

Best Moments

“Marketing should be measured on leads; sales should be measured on new customers.”

“Monitor and measure so you can manage.”

“You don’t have to spend more; you have to know where to spend to get the right result.”

“Work on at least a three-times return on investment as a minimum.”

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.

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