If you’ve been burned by an in-house marketing team or an outside agency whose results didn’t align with your bottom line, this session is for you. Learn the strategy used to grow a home services business from $2 million annually to $400 million annually and the proven framework for growing fearlessly without burning cash. We’ll unpack how to think about the marketing cost per acquisition (MCPA) for your business, how to develop a marketing testing strategy, and how and when to scale marketing channels when they’re successful. Your best competitors know that transformational growth is the byproduct of results-driven, financially-accountable marketing. You can do this too! https://valveandmeter.com

1. Building a Financially Accountable Marketing Plan
Mission
Impossible?

2. Marcia Barnes
Founder + CEO

3. Unlimited Budget For
Marketing That Works

4. The good-to-great
companies understood a
simple truth: tremendous
power exists in the fact of
continued improvement
and the delivery of results.”
Jim Collins
“

5. FLYWHEEL

6. FLYWHEEL

7. Buying Marketing
is Broken

8. Budgets
Menus
Relationships

10. ILLUSION
VS
REALITY

11. Fixed Budgets
“Responsible” vs. Scarcity Mindset
Menus
“Options” vs. False Sense of Strategy
Relationships
“Trust” vs. Fear of Change

12. Immediate
Gratification
Real Results

13. Before You
Buy Marketing

14. 1. Know Your KPIs
2. Answer the Damn Phone
3. Make Sure Your Team Converts
4. Build a Great Customer Experience
5. Engage Your Employees

15. 6. Think of Vendors as Team Members
7. Understand Your Key Messages
8. Target the Right People at the Right Time
9. Align Your Business Strategy
10. Hold Everyone Accountable

16. Strategy Before Tactics

17. Math Before Marketing

18. Test Before Scaling

19. 1. Core
---------------------------------------------------------------
2. Winning
---------------------------------------------------------------
3. Failed
---------------------------------------------------------------
4. Bad
---------------------------------------------------------------
5. Non Existent
Types
of Tests

20. Types
of Tests
START NOW
Develop testing strategy
Bad
Cannot be measured,
repeated/scaled, manipulating
multiple variables, no control, etc.
------
Non Existent
Fear of failure, perfection, no tools
or process, lack of experience (in-
house marketers)

21. START NOW
Develop testing strategy
Bad
Cannot be measured,
repeated/scaled, manipulating
multiple variables, no control, etc.
------
Non Existent
Fear of failure, perfection, no tools
or process, lack of experience (in-
house marketers)
ZERO TOLERANCE
Develop good discipline
to make right decisions
Types
of Tests

22. Return on Marketing Spend
What’s Your KPI?
NOT COST PER LEAD

23. Breakeven
Revenue
Per Customer
+
Lifetime in Years
+
Cross-Selling
Opportunities
Lifetime Value
Overhead
+
Profit Target
+
Marketing Spend
Know Your Numbers

24. Primary
ROMS
Above Breakeven
No Cash Burn
Minimum
ROMS
Equal To Or Greater
Than the KPI
Repeatable & Scalable
Profitable Growth
Setting the Mark

25. Core
Cannot be measured,
repeated/scaled
------
Winning
< Primary & > Minimum ROMS
Failed
< Minimum ROMS,
Burning Cash
Cut What is Not Working,
Refine Test, Learn
Types
of Tests

26. Core
Cannot be measured,
repeated/scaled
------
Winning
< Primary & > Minimum ROMS
------
Failed
< Minimum ROMS,
Burning Cash
Cut What is Not Working,
Refine Test, Learn
Types
of Tests
Optimize + Refine

27. Optimize + Refine
Core
= or > ROMS, can be measured,
repeated/scaled
------
Winning
< Primary & > Minimum ROMS
------
Failed
< Minimum ROMS,
Burning Cash
Scale + Repeat +
Continue to Measure
Cut What is Not Working,
Refine Test, Learn
Types
of Tests

28. Types
of Tests
Core
= or > ROMS, can be measured,
repeated/scaled
------
Winning
< Primary & > Minimum ROMS
------
Failed
< Minimum ROMS,
Burning Cash
Scale + Repeat +
Continue to Measure
Cut What is Not Working,
Refine Test, Learn
10-20%
20-50%
50-80%
Optimize + Refine

29. Be
Fearless

30. valveandmeter.com/swe