As we wrap up our marketing plans for 2026, it’s time to talk about measurement. Not end-of-quarter crisis numbers that generate panic when you are in trouble. I want you to identify early signals in the prospect pipeline to avoid trouble.
The right indicator is an early warning system. Keep it simple, consistent, and make it part of your 2026 plan. When you measure what matters, you create clarity, confidence, and a roadmap to growth.
Measure What Matters
Most businesses track lag measures like revenue, closed sales, booked jobs. Those are important, but they only tell you what happened after. By then it can be too late.
What you need are lead indicators. These are the numbers that move first. When they dip, you know a slowdown is coming. When they rise, it indicates you’re on the right track and need to be building capacity.
If you are not sure what to measure, look at your weakest link. For most owner-operators, the challenge falls into one of three areas:
1. Lead Generation
If you’re not getting enough of the right inquiries or you have no control over when they come in, tracking leads may be your priority. Indicators can include:
Number and quality of campaigns running
Incoming calls, form submissions, Google Profile views or direction requests
Website signups, visits on key service pages, social media engagement
2. Perceived Credibility
If you need to be perceived as a company that can be trusted with high-level work you may want to track credibility indicators. These might include:
Hits on high-value keywords that are priorities (things like “design-build partner” instead of a “affordable carpenter.”)
Number of case studies, project updates, or testimonials shared and the email responses or likes and shares to demonstrate engagement earned with each.
3. Relationship Building & Referrals
Strong relationship KPIs go beyond simply counting contacts, they reveal the quality and consistency of the engagement. Good tracking metrics might include things like:
Response rates
Frequency of meaningful interactions
Number of quarterly touch points
You are looking for things that will help you gain insight into whether your communication is steady and strategic. These indicators help ensure that key contacts remain engaged, relationships stay active, and your efforts translate into long-term value for your business.”
This Week’s Action: Choose One Lead Indicator
Look at the categories above and identify your weakest link. Then choose one lead measure you will track weekly (or at least monthly) in 2026.
Keep it simple and clear—one metric that signals progress before the results show up. Consistency in tracking will help you stay focused and build momentum toward stronger relationships and better outcomes.
Examples to get you started thinking:
Number of proactive outreach emails or calls to key contacts each week
Response to your outreach (e.g., number or % that reply within 48 hours)
Number of meaningful conversations (not just quick check-ins) per month
New connections added to your CRM from networking or referrals
Follow-up rate on networking, referrals, meetings or events like trade shows
Engagement with content (e.g., clicks or comments on resources you share)
Think about the area that hurts you most—sales follow-up, showcasing your capabilities or generating leads. The item you most need to improve is what needs metrics.
Here’s a simple example: If your cash flow is unstable, report income and expenses every Friday. EVERY Friday. What gets watched gets fixed. Everyone who sees it can help troubleshoot.
Now ask yourself: What marketing number or team check-in will give you an early warning. Something that will warn you the sales team is going to be short of leads next month. Something you can scramble and improve BEFORE sales drop? That’s the power of marketing metrics.
Remember this is a real email address and I respond to every reply. If you want to run yours by me I am happy to give you input.
You’ve got this!
Carolyn
618-791-1398
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