Beyond Vanity Metrics: Marketing That Drives Real Business Results, ft. Corey Morris
Update: 2025-09-29
Description
In this episode, marketing strategist Corey Morris joins us to unpack why so many companies feel like they’re spinning their wheels with content and campaigns—without seeing real business results. He explains how marketing often gets lost in the weeds of tactics and vanity metrics, and shares how his START Planning Framework brings clarity, accountability, and strategy to marketing efforts. If you’ve ever felt like you’re busy with marketing but not sure if it’s working, this one’s for you.
🧠 What You’ll Learn:
- Why focusing on tactics before strategy leads to wasted time and budget.
- The problem with reporting on vanity metrics and how to tie KPIs to actual business goals.
- An overview of Corey’s START Planning Framework:
- Strategy – Align goals with business outcomes.
- Tactics – Select and evaluate marketing channels based on your funnel.
- Application – Identify and prep the assets you’ll need.
- Review – Build meaningful reporting systems.
- Transformation – Align your team and schedule your plan for consistent execution.
- How to identify and fix resource gaps before they derail your plan.
- Tips for small businesses and solopreneurs on using strategic planning with limited resources.
💡 Memorable Quote:
“Doing tactics in the absence of a strategy is one common issue. Another is reporting on KPIs that aren’t mapped to revenue—and that’s when CEOs say, ‘I’m spending all this money on marketing but don’t see the impact.’”
🔗 Resources Mentioned:
- Corey’s book: The Digital Marketing Success Plan
- Downloadable tools at: thedmsp.com/blueprints
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