Louis Massaro argues that anyone in business must be a marketer and emphasizes ROI-based marketing as the foundational strategy. He advises tracking every lead (which ones book), using a spreadsheet to identify profitable lead sources, and claims this focus allowed scaling to $20 million; the core message: if you don’t measure return, marketing efforts are meaningless.
What's a marketer? If you're in business, you must be a marketer. You must understand the foundation and the principles to all these other avenues. I was forced to learn it. And here's what it comes down to is it comes down to the return on investment. So, like, we have to figure this out because this is preventing us. We can't not market and we can't just keep paying people. So it's like, let's just track every lead that comes in, identify which ones book, which ones don't book. Let's put a little spreadsheet together so that at the end we could determine which lead is profitable, which lead source is profitable and which ones aren't. All right? And we scaled to 20 million after that. Because now you're not afraid when someone says, I've got a lead, we've got leads for you. Yeah, all right, send them over. I'll let you know if they work or not. Right. We've got the strong sales process. We're going to track it all the way through and we're going to know quick if these are for real or these are bullshit. When it comes to marketing, the number one strategy is ROI based marketing. That's it. You've got to know to return. If you don't know to return, nothing else matters. That's the foundation of all your marketing.
