Diagnose Your Mix
Audit current spend to understand how much budget fuels conversion-focused tactics versus awareness-building initiatives. Many teams discover that performance campaigns dominate spend, leaving brand perception to chance.
Survey brand health and share-of-voice metrics alongside pipeline velocity to identify imbalances that may jeopardize future growth.
Design Connected Campaigns
Develop creative platforms that translate seamlessly from upper-funnel storytelling to lower-funnel offers. Consistent messaging strengthens recall and improves click-through rates, while audience signals captured at the top of the funnel re-engage prospects with tailored performance ads.
Set joint KPIs—like incremental revenue attributed to branded search—to help teams collaborate rather than compete for budget.
Establish Ongoing Governance
Create a quarterly planning process where brand, media, and analytics leads review performance together. Adjust allocations based on shared dashboards that blend brand lift studies, attributed conversions, and media efficiency.
With shared accountability, leaders can protect long-term equity without sacrificing near-term results.