Results

The gap between a broad audience and the right one is measurable. Here’s the math.

I don’t ask you to take targeting and positioning on faith. I show you the numbers.

Jump to the case studies

The ROI framework

The scenario $10M Pipeline value: 100 qualified opportunities at a $100,000 average contract value.
Before → after focus
MetricBeforeAfter
Win rate18%20%
Revenue won$1.8M$2.0M
What changed
AreaBeforeAfter
AudienceBroad market3 priority segments
PositioningGenericBuyer-specific
PipelineUnpredictableQualified & measurable
Revenue gain+$200,000
Profit gain+$160,000
Return on program2.1×

Based on a representative $10M pipeline scenario with 80% gross margin and a $75,000 program fee. A two-point improvement in win rate — a realistic outcome of sharper audience focus — generates $200,000 in additional revenue.

Different markets. The same pattern.

Find the audience that actually drives revenue, speak to it directly, and measure what truly pays off. Here is that pattern at work in four very different businesses.

Media agencyMeasure

The cheapest leads weren’t the valuable ones.

Situation
Campaigns were judged on lead volume, and Instagram and Facebook delivered the most leads at the lowest cost.
What I did
Ran a deep dive connecting every channel’s leads to what they actually spent at checkout.
What it proved
The most expensive channel per lead produced by far the most valuable customers. Optimizing for cost per lead would have cut the channel that drove revenue.
Instagram & Facebook
Avg. cost per lead€6
Avg. checkout value1×
LinkedIn
Avg. cost per lead€22
Avg. checkout value8×
Amusement parkIdentify
+48%

Total revenue in three months, from a channel that didn’t exist.

Situation
No online sales; revenue leaned heavily on partnerships.
What I did
Opened up online ticket sales and built an email flow to drive them.
National lotteryAlign
+30%

Online sales from one message carried across 10+ channels.

Situation
A national campaign running across more than ten channels at once.
What I did
Aligned every channel around one consistent proposition and measured online sales impact.
Global energy companyIdentify
8,000

Sign-ups in two months — a pipeline built before buyers were ready.

Situation
Reach students and graduates long before they would be ready to apply.
What I did
Designed a flow into a funnel, then nurtured the pool with content and later offers.
Run your own numbers

What would two points be worth to you?

Change the figures to match your pipeline. The math is the same one I use in every Revenue Audit — bring your result to the call.

$
%
pts
%
$
Revenue gain+$200,000$1.8M → $2.0M won
Profit gain+$160,000
Return on program2.1×

Illustrative only. Actual results depend on your market, sales capacity and execution.

The method behind the math

Built where every decision had to earn its place.

These numbers come from a framework built over 20 years of campaign strategy for leading brands — Shell, Philips, Santander, Amazon and Jumbo — where every targeting decision had to be justified commercially and every campaign had to connect to measurable growth.

  1. 1

    Identify

    The segments with the highest revenue potential.

  2. 2

    Align

    Positioning and messaging to those exact buyers.

  3. 3

    Measure

    Every decision against pipeline and revenue impact.

Want to see what sharper focus could mean for your pipeline?

In 30 minutes we run these numbers on your real pipeline and name the highest-impact change for next quarter.

Book your free 30-minute Revenue Audit