Ep. 6 - Marketing Isn’t Working? You Might Be Tracking the Wrong Things

Growth-Minded Marketing

When was the last time you asked, “Is our marketing actually working?” In the final episode of our GUIDE ™ Marketing Framework series, we unpack the power of evaluation. You’ll learn how to measure the right metrics, track ROI, optimize with intention, and build a repeatable review rhythm that helps you scale with confidence. Whether you’re a CEO or a marketing lead, this episode will give you the tools to stop guessing and start leading.

👋 New to the podcast? Click here to start with Episode 1 and learn how the GUIDE Marketing Framework begins. Each episode builds on the last—so it’s worth going back to the beginning if you want the full picture.

Episode Highlights:

• Why most marketing strategies fail without feedback loops
• The difference between vanity metrics and meaningful KPIs
• How to use CRMs like HubSpot to track and align sales + marketing
• Why more traffic isn’t always better traffic
• How to run simple A/B tests without overcomplicating
• The power of a 90-day marketing review rhythm
• The danger of running your business on outdated assumptions
• How AI tools like ChatGPT can help you interpret your data
• BONUS: Why Santa Claus traffic is bad for SEO 🎅

Mentioned in this episode:

• Take the Free Wayfind Marketing Assessment & Download the Free Playbook
• Check out Traction by Gino Wickman (book on EOS)
• Blog: A Step-by-Step Guide to Segment A/B Testing for Your Small Business
• Wayfind Marketing Learning Center: https://wayfindmarketing.com/learning-center

Next Episode:
We’re answering your biggest questions about the GUIDE Framework. It’s a rapid-fire Q&A, so don’t miss it!

🧭 The GUIDE™ Framework Podcast Series

• G – Generate Your Strategy and Story
• U – Upgrade Your Online Presence
• I – Inform with Content
• D – Develop Your Sales Plan
• E – Evaluate and Adjust (this podcast!!)

Connect with us:

• Steve Phipps on LinkedIn: linkedin.com/in/stevetphipps
• Annie Laurie Walters on LinkedIn: linkedin.com/in/annielauriewalters

Timestamps:

00:00 Introduction: Is Your Marketing Working?

00:43 Welcome to the Growth-Minded Marketing Podcast

00:57 The Guide Marketing Framework Overview

02:10 The Importance of Evaluating Your Marketing

03:18 Tracking What Matters: Key Metrics

16:24 Using Tools and CRMs Effectively

22:23 Testing and Optimizing Your Marketing

29:43 Building a Rhythm of Reflection and Refinement

38:56 Conclusion: Implementing the Guide Marketing Framework

42:14 Next Episode: Answering Your Questions