You’ve built a business, you’re working hard, and you’re doing all the things to market it—ads, email campaigns, social posts.
But are the results there? Are you hitting your goals, or are you just guessing?
With the right framework, you can measure what actually matters—and make intentional changes that lead to predictable growth.
Using Lead and Lag Measures to Drive Real Results
If you’ve felt frustrated with your inability to drive consistent growth, chances are you’ve been too focused on lag measures.
What are Lag Measures?
Lag measures are the outcomes or results you’re already tracking. They reflect what’s happened, but they can’t predict what will happen. Examples include:
- Number of Leads: How many new people entered your funnel this month.
- Conversions: What percentage of those leads made a purchase or signed up.
- Cost Per Acquisition (CPA): How much money you spent to gain each new customer.
- Revenue: How much money your business brought in over a specific period.
These are important metrics, absolutely—but by the time you see these numbers, it’s too late to change them. They’re lagging indicators of what your marketing efforts have already accomplished.
What are Lead Measures?
Lead measures, on the other hand, are the inputs. These are the actions you take that influence your lag measures. They’re predictive and within your control. A great lead measure tells you, “If I do this consistently, it will lead to that result.”
For example, if you want to increase leads (a lag measure), you can focus on lead measures like the number of targeted social media posts or partnerships created each week.
The difference? While lag measures are the scoreboard, lead measures are the game plan.
These concepts of lead and lag measures come from the book 4 Disciplines of Execution. and you can learn more about 4DX and goals setting here.
How to Apply Lead Measures to Your Marketing
To drive better outcomes consistently, you need to focus on lead measures connected to your goals. Here are practical examples of common lag measures:
1. To Increase Leads:
If your goal is generating more leads, focus on actions that expand your reach and attract attention:
- Weekly Social Media Posts: Set a measurable goal, like three posts per week designed to solve a customer’s problem or drive them to your website.
- Lead Magnet Promotion: Create a free download or checklist and target ads to promote it. Measure how often you’re sharing and testing it.
- Outreach Efforts: Commit to initiating partnerships or collaborations with influencers or complementary businesses to drive more traffic.
2. To Boost Conversions:
Want more of your leads to convert into paying customers? Focus on nurturing them effectively through these actions:
- Email Sequences: Write and send a five-email series for every lead magnet. Track how many emails you create, not just how many clicks they generate.
- Customer Research Calls: Schedule weekly conversations with past and potential customers to uncover pain points you can address.
- Webinar Deliveries: Commit to hosting one webinar per week, tailored to lead them closer to a purchase decision.
3. To Lower Cost Per Acquisition (CPA):
To make your marketing budget work harder, focus on actions that optimize performance. Examples might include:
- Ad Testing: Test one new headline or image weekly to see what gets better results.
- SEO Content Creation: Produce one blog post per week designed to answer search questions in your niche (long-term traffic reduces paid ad dependence).
- Refinement of CTAs: Review and simplify one key “Call to Action” on your sales page or weekly emails to boost conversions.
4. To Drive Revenue:
Revenue is the ultimate goal, and it reflects how well the rest of your marketing funnel is performing. To increase revenue, focus on lead measures that influence customer spending and retention, such as:
- Upsell Campaigns: Schedule weekly email campaigns encouraging customers to purchase additional or premium products.
- Customer Retention Efforts: Implement follow-ups with customers post-purchase (e.g., thank-you messages, loyalty discounts).
- Sales Pitch Optimization: Conduct monthly reviews of your pricing strategy, offers, and closing tactics to ensure they’re compelling and competitive.
Increase Average Order Value: Focus on adding cross-sell opportunities (e.g., “You may also like…” suggestions on your product page) or bundling products together.
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Why Most Entrepreneurs Struggle
Here’s the challenge most founders face—they’re so busy looking at lag measures that they forget to ask, “What specific actions drive these numbers?” Without a clear plan for lead measures, they end up guessing or getting stuck in reactive mode.
The other problem is focusing on the right metrics relative to the current maturity of their business. This is why a frame of reference is key. When you have a simple framework to assess your business stage and define what actions to take next, everything clicks into place. That’s what keeps you focused on doing the right things instead of everything.
Growth shouldn’t feel like guesswork.
What if you could identify your business’s growth stage with enough clarity to confidently take the right next step?
Start Measuring What Matters
If you want more leads, conversions, or lower CPA, start by choosing 1–2 lead measures you can track this week. The best way to grow your business isn't through guesswork—it's by taking intentional actions that drive results you can measure.
And you don’t have to figure this out on your own.
We’ve launched the Founder’s Best Friend Community, so you’ll have clarity about where your business stands and gain a framework to identify what steps to take next.
Inside the Community, You’ll Find:
- A simple framework to pinpoint where your business is today.
- Guidance to focus on the right lead measures for your stage of growth.
- Support from other founders to sharpen your strategy.
Related Guides
Your Next Steps Are Waiting
You deserve clarity and confidence as you grow your business—and the right lead measures will get you there. Start focusing on the actions you can control that drive the biggest results, and avoid spinning your wheels chasing lag measures.
Action Plan
Frequently Asked Questions
Affordable Marketing
What is content marketing?
A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract, engage and retain a clearly defined audience.
Why is content marketing important for my business?
As your prospects trust you with their time and attention, they will become customers who trust you with the projects and budget
Why should I repurpose content?
Repurposing content allows you to reach a wider audience, as different people prefer different types of content. It also helps you get the most value out of your content creation efforts.
What should be included in a regular newsletter?
Your newsletter should include a mix of valuable content, company updates, special offers, and personalized messages. Aim for a balance that keeps your audience informed and engaged.
What is SEO and how can it help my coaching business?
SEO can be used to improve your website's ranking in search engine results, making it easier for potential clients to find your services online.
Minimum Viable Marketing
What is Minimum Viable Marketing?
Minimum Viable Marketing (MVM) is a simplified approach to marketing that focuses on executing essential marketing activities consistently. It helps businesses grow by concentrating on the most impactful elements without getting overwhelmed by numerous options and trends.
Why should I focus on Minimum Viable Marketing?
By focusing on the essentials, you can ensure that your marketing efforts are efficient and effective. MVM helps you prioritize what truly matters, leading to better resource allocation and clearer outcomes for business growth.
What are the core elements of Minimum Viable Marketing?
The core elements of MVM include a compelling and clear brand story, a focused and converting website, an optimized system to deliver and receive payment and a lead machine.
