Your P&L tells a story about yesterday. Growth happens when you learn the numbers that steer tomorrow. Mark breaks down the 12 essential metrics that connect your marketing to profit, showing how small improvements across the funnel compound into outsized gains. If you’ve ever felt outspent by “marketing gorillas,” this is the playbook they’re using—clear, practical, and built for real businesses.
We start by challenging the habit of relying on year-end accounts, then map a smarter path from leads to prospects to paying customers. You’ll hear a simple comparison between a cold e-commerce push and a nurture-first campaign that multiplies conversions at the same ad spend. From there, we unpack the full chain: leads, prospect conversion, active prospects, customer conversion, number of sales, average order value, and total revenue—then translate those into gross margin, overheads, salaries, and net profit before tax. Along the way, you’ll learn why breakeven is the most liberating number in your business and how it lets you spend more, acquire faster, and outpace competitors without gambling.
Mark also shares a straightforward model for right-sized growth: products and services are the wings, marketing is the thrust, and overheads are the fuselage. Keep the wings strong, the thrust steady, and the body lean, and you’ll fly farther with less stress. Expect practical guidance on rounding to useful units, building a monthly scorecard, and deciding where to focus first—conversion, margin, or average order value—so every move compounds.
Ready to stop guessing and start scaling with clarity? Follow the 12 numbers, build your scorecard, and turn your marketing into a reliable profit engine. If this was helpful, subscribe, share it with a founder who needs it, and leave a quick review to help more builders find the show.

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