Fancy statistics from your marketing people don’t cut it when your techs are sitting at home and your phone’s not ringing with customers. As we move into uncharted territory with tariffs rising, I wanted to revisit a key component of business – how to hold your marketing agency accountable. Stephen Christopher from Wit Digital originally joined me to go over real metrics for marketing that actually tie back to your call board and bank account. His advice is even more applicable today because he knows how to break down the fluff, call out the fancy marketer reports that say a lot but show nothing useful, and give you a clear way to track what matters. You’ll walk away knowing exactly what to ask for, how to measure results, and where profit is leaking through the cracks. If you’re tired of guessing whether your marketing is working, this episode is the straight talk you’ve been needing.
What You’ll Learn…
- Why your call board tells a truer story than your agency’s pretty report
- The one simple mindset shift that will change how you hold marketers accountable
- How to connect the dots between metrics in marketing and actual revenue
- What to ask your agency when the leads feel light but the reports look good
- How tracking the wrong metrics in marketing can quietly drain your profits
- Why simplified reporting gets better results than data dumps full of acronyms
- The hidden reason some agencies fall apart as they grow—and how it affects you
Key Moments…
[2:45] The Real Purpose Behind Hiring a Marketing Agency
[6:30] What Pretty Reports Can Hide About Your Lead Flow
[11:20] Why Metrics in Marketing Must Match Your Call Board and CRM
[15:50] The Danger of Holding Your Team to the Wrong Data
[22:10] How to Spot a Profit Leak Hiding in Your CSR Team
[27:45] Simple Ways to Track ROI Without Drowning in Data
[33:15] Using Metrics in Marketing That Tie Directly to Your Bank Account
The Real Purpose Behind Hiring a Marketing Agency
When you hire a marketing agency, the goal is simple: get more quality leads that turn into paying customers. But too often, agencies focus on things that sound good but don’t actually help your business grow. That’s where you’ve got to be clear on your expectations and keep the conversation centered on what matters. The only reason you’re spending that money is to grow your revenue, and if that’s not happening, something’s off. The right metrics in marketing should help you measure progress toward that goal—not distract from it.
What Pretty Reports Can Hide About Your Lead Flow
It’s easy to get wowed by colorful reports full of graphs and acronyms, but don’t let that fool you. Just because a report looks good doesn’t mean your business is seeing results. The real question is whether your phone is ringing and your calendar is filling up. If that’s not happening, then the fancy data doesn’t matter. The important metrics in marketing should show you what’s really happening, not just make the agency look good.
Why Metrics in Marketing Must Match Your Call Board and CRM
The real numbers that matter live in your systems—your CRM, your call board, your booking rate. If your marketing agency’s reports don’t match what you’re seeing in your day-to-day operations, then something’s not lining up. You should be able to connect your ad spend to booked jobs and actual dollars in the bank. The metrics in marketing you’re getting from your agency should reflect real-world results, not just trends on a spreadsheet.
The Danger of Holding Your Team to the Wrong Data
When your marketing agency or in-house team is focused on too many numbers that don’t move the financial needle forward, their energy gets scattered. Instead of aiming at what drives results, they end up chasing vanity metrics in marketing that don’t matter. You can’t afford that kind of distraction in your business. Narrow your focus to what directly improves lead flow and revenue.
How to Spot a Profit Leak Hiding in Your CSR Team
One of the biggest hidden drains on profit isn’t your marketing—it’s how your calls are handled. If your CSR team isn’t booking calls properly, you could be losing out on jobs that marketing already delivered. Owners often don’t realize how much is slipping through the cracks until they dig into recorded calls. Customer service metrics in marketing help show what’s coming in, but you also need to measure how well those leads are being handled once they hit your phones.
Simple Ways to Track ROI Without Drowning in Data
You don’t need a 30-page report to know if your marketing is working. All you really need is a one-pager that shows what you spent, how many leads came in, how many booked, and how much revenue those leads brought in. That’s it. Keep it simple so you can make decisions without getting buried in confusing numbers.
Using Metrics in Marketing That Tie Directly to Your Bank Account
At the end of the day, what matters most is what’s hitting your bottom line. If your marketing isn’t helping your revenue grow, then it’s time to ask some tough questions. Look at the numbers that tie directly to profit—booked jobs, average ticket, and cost per lead. These are the metrics in marketing that are valuable, but only if they’re tied to results you can see in your bank account. Let the data tell the truth, keep it simple, and stay focused on what really grows your business.
About Stephen Christopher:
Stephen Christopher is a growth-oriented marketing agency owner dedicated to supporting home service businesses. He has been in the digital marketing space for almost two decades. As the owner of one of the top agencies focused exclusively on home service success for the past 10 years, Stephen is dedicated to helping others through coaching, mindset advice, and business acumen targeted for personal and professional growth. As he likes to say, he’s “read all the books” and learned that mindset + self-awareness are the primary keys to unlocking personal freedom and business success. Doing things right takes time and patience, something Stephen has developed since starting his first business at the age of 10. His agency, Wit Digital, delivers the highest level of results and relationships through values-based partnerships.
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