Wednesday, September 30, 2026
Gartner found B2B buyers now complete 80 percent of their journey before talking to a vendor. Here's the Pitch Refresh Audit that stops your sales team pitching to a buyer who already knows.
Ask most SME owners which marketing activity actually drives their sales and you'll get a confident answer. Ask them to prove it and the confidence usually evaporates. Nationally, 85% of marketers say they feel confident about their return on marketing spend — yet only 32% actually measure ROI across both digital and traditional channels, and 38% name attribution as their single biggest analytics headache, according to industry research compiled by Sci-Tech Today. Translation: most business owners aren't wrong about what's working. They just don't actually know — they're guessing with confidence, and confident guessing is exactly how good budget ends up funding the wrong channel for another twelve months.
Feel is not a metric. The Facebook ad that got a lot of likes, the sponsorship that "raised the profile," the flyer drop that "seemed to bring people in" — these all feel productive because they're visible. What's invisible is the customer who found you through a Google search after a friend mentioned your name at a barbecue, or the one who saw your ad three times before finally calling. SME owners consistently over-credit the loudest, most recent, most visible marketing activity and under-credit the quiet, compounding ones — because the loud one is the one they remember approving.
You don't need enterprise marketing software to fix this. You need one habit, applied without exception, for ninety days.
1. Ask every new customer one question — "How did you first hear about us?" — at the point of sale, in the booking form, on the invoice. No skipping it because it feels awkward. It's the single highest-value question in your business.
2. Log it in one place — a simple spreadsheet column is enough. You are not building a data warehouse; you are building a pattern over time.
3. Tag every campaign with a unique link or code — so "saw it online" becomes "clicked the Instagram story" versus "clicked the Google ad," not just a vague bucket.
4. Review monthly, not annually — attribution data is only useful if you act on it before the budget cycle that generated it is long finished.
Inside the Simple-Growth System, this sits alongside the wider marketing framework Kevin builds with clients — because knowing what's working matters far less if you don't also know why it's working.
"Kevin came in and spoke with great passion and knowledge. We went away with so many great ideas we wanted to implement. It was a fantastic presentation — we were hanging on every word."
— Scott Pearce, New Zealand Blood Service
Most owners know they should be tracking this. They don't, because it feels like admin, and admin loses to the next urgent thing every single time. The real obstacle isn't knowledge — it's that nobody in the business is accountable for asking the question consistently, week after week, when there's no immediate reward for doing it. This is exactly the kind of unglamorous discipline that evaporates without someone external checking whether it actually happened, not just whether it was a good idea in the meeting.
If you're spending on marketing without knowing which part of it actually earns its keep, that's exactly where Kevin starts with you.
...and you become the owner who knows which marketing earns its keep.