The Marketing Funnel Playbook
Your marketing report can look great while your bank account tells a different story.
Tracking marketing has been one of my weaknesses. I find the work mind-numbing, and for a long time it was easy to put off. Then we dug into one month of PPC results and found about $89 in attributed revenue against roughly $10,000 in spend. The reports we had been hearing sounded a whole lot better than that.
That was enough motivation to start building a process.
The Marketing Funnel Playbook helps you start with your biggest marketing expense and follow what happens next: the inquiry, the booking, the appointment, the sale, and the revenue actually collected. It also helps you recognize when the problem is in your call handling, follow-up, pricing, or capacity.
Inside, you'll find clear counting rules, four printable worksheets, a 30-day setup plan, and a companion spreadsheet that calculates the key numbers. The spreadsheet includes a worked example so you can see how it fits together before entering your own results.
We're still improving this process at Aspire. The goal is to make the numbers useful enough to guide a decision, then build a routine your team can maintain.
Start with one channel. Find one leak. Give someone responsibility for the next action.
Free PDF guide with printable worksheets, plus an editable Excel scorecard. Download the spreadsheet, open it in Excel, and enter your own numbers.
Need help putting this into practice? Build Beyond the Trade coaching can help you turn the worksheets into a working process with your team — from choosing what to track to reviewing the results and taking action.
