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Your revenue target is only useful if you can explain, with numbers, how you will reach it. We take you behind the scenes of the Revenue Cookbook, our simple framework for building predictable revenue by turning a big goal into a clear weekly plan based on real sales pipeline math.

We talk through the data that makes the plan honest: average deal size, close rate, how many first conversations become qualified opportunities, and how to track where each opportunity actually comes from. Whether you use HubSpot, Salesforce, Pipedrive, or a spreadsheet, we share the habit that changes everything: logging attribution so you can stop guessing, cut waste, and double down on the actions that consistently create revenue. We also add an important reality check on timing, because one month of results is rarely enough to judge a marketing campaign or a relationship-based channel.

Then we break down our favorite way to think about client mix for professional services, agencies, and growing firms: rabbits, deer, and elephants. We explain why chasing only small clients drains your time, why relying on one or two huge clients is risky, and how a balanced mix helps you scale without panic. We also tee up part two, where we go deeper and show how the tool turns your inputs into concrete targets.

Subscribe, share this with a teammate who owns a number, and leave a review if you want more practical sales and marketing systems like this. What is the one metric you need to start tracking this week?

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Likes are easy to count. Profit is harder. Today we get brutally practical about measuring ROI across marketing and sales so you can stop guessing, stop “feeling busy,” and start building a growth system you can actually defend with numbers. We talk about what ROI really means, why tracking time and spend matters as much as tracking revenue, and how to tell the difference between activity that looks good and activity that closes business.

We also unpack the simplest way to make sales and marketing work as one team. Craig shares why vanity metrics mislead leaders, and Evan explains the sales side scoreboard: lead source attribution, conversion rates from first conversation to first meeting, qualification rates, proposal to close ratios, and how long deals take to move through your pipeline. We connect those metrics to customer lifetime value, margin, and revenue by source so you can see what is working and what needs to be cut.

Then we get into planning and accountability. If you set a revenue goal without a plan, you are just picking a number. We explain how a revenue calculator can map targets to the volume of qualified leads and closes you need, and why “throwing more money at it” fails when your team cannot handle the leads you already have. You will also hear why comfort activities like the same trade show every year should be treated as community, not prospecting, unless the data proves otherwise.

If you want clearer customer acquisition cost, better lead quality, and a sales process that gets more efficient over time, hit play. Subscribe, share this with a teammate who owns a number, and leave a review telling us which ROI metric you track most closely.

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If LinkedIn “doesn’t work,” we think it’s usually because it’s being used like a static profile page instead of a living sales and marketing system. Craig Andrews and Evan Polin sit down with LinkedIn expert Sharon Shapiro of Broly Marketing to get specific about what actually moves the needle: clean data, smart targeting, authentic messaging, and the discipline to turn online touchpoints into real conversations.

We talk about LinkedIn as a constantly updated database for research and business development, then walk through a practical process you can apply right away. Evan explains how exporting your connections and grading them from A to F creates instant clarity on who will respond, who can refer, and who belongs in your next round of outreach. Sharon shares how her team segments audiences, A/B tests messages, and uses automation carefully within LinkedIn’s limits so outreach stays human and doesn’t trigger that “obvious bot” reaction we all hate.

We also draw a hard line between helpful automation and wishful thinking. AI can support segmentation, analysis, and personalization at scale, but it cannot replace the human context that builds trust. Craig brings it back to measurement, too: clicks and impressions are meaningless if they don’t lead to replies, meetings, and conversions. The real goal is a predictable pipeline and stronger relationships, especially for professional services and high-ticket offers.

If you want a LinkedIn strategy that’s measurable, respectful, and built for real sales conversations, press play. Subscribe, share this with a teammate, and leave a review with your biggest LinkedIn outreach question.