What Gets Measured Gets Managed - Using KPIs and Data to Run a Smarter Business

In this episode of Business Made Smarter, host Ed Nell is joined by Doug D'Aubrey, Founder and Managing Director of Executive Training Consultancy, to dig into one of the most underused tools available to small business owners - their own data.

From understanding what a KPI actually is to knowing which numbers really matter, Doug cuts through the jargon and makes the case for why tracking even just a handful of key metrics can transform the way a business is run. Whether it is monitoring net profit, conversion rates or customer retention, the principle is always the same - if you are not measuring it, you cannot manage it.

Key Takeaways

KPIs are simpler than they sound.

A key performance indicator is just a way of measuring whether a role or activity is delivering the outcome it should. Every job in the business has one - even the ones that are not obviously measurable. The starting point is always the same: what does success look like in this role, and how can we measure it?

We remember our successes and forget our failures.

Without data, gut feeling becomes the default. One client believed he was closing 75% of his sales opportunities. When the numbers were tracked properly, the real figure was 33%. That gap is the difference between a business that thinks it is fine and one that knows exactly where to improve.

Customer retention is as important as winning new business.

If 10% of clients are quietly leaving each year, any growth target has to account for that loss first. Tracking retention rates makes the problem visible - and a visible problem is one you can actually solve.

Graphs show you what spreadsheets hide.

Numbers in a table are easy to ignore. The same numbers plotted on a graph make trends impossible to miss. When business starts dipping, a graph lets you pinpoint exactly when it changed - and forces the question of what was different at that moment.

Key Moments

"If you can't measure it, you can't manage it."

"We remember our successes and forget our failures. He genuinely thought he was closing 75% - the real number was 33%."

"If it just sort of happened in business, you're not in control. And it could just sort of stop happening."

About Business Made Smarter

Business Made Smarter is the podcast from Executive Training Consultancy, bringing no-nonsense practical advice to help businesses of all sizes grow and thrive.

Hosted by Ed Nell and featuring Doug D'Aubrey, Founder and MD of Executive Training Consultancy, each episode draws on over two decades of real-world business experience to give listeners strategies and insights they can start putting to use straight away.

How to Get in Touch

To book a free two-hour business review with one of ETC's expert consultants:

Website: www.exec-tc.com

If you found this episode useful, subscribe, share it with your network and leave a review.

Hosted on Acast. See acast.com/privacy for more information.

In this episode of Business Made Smarter, the microphone switches sides. Host Doug D'Aubrey turns the tables on Ed Nell - the voice behind the Business Made Smarter podcast and founder of The Media Insiders - to find out the story behind the man who usually asks the questions.

From a career in radio spanning two decades, through a stint trying to bring broadcasting into schools and a business partnership that led him to podcasting almost by accident, Ed shares the full journey of how The Media Insiders came to be.

Key Takeaways

A podcast without a plan is just an open microphone.

Before anyone gets near a microphone, Ed works with clients to nail down who their audience is, what they want to achieve and what kind of content will actually engage the right people.

Podcasting is a marketing tool - even if most business owners do not think of it that way.

Building credibility, increasing visibility and giving potential clients a genuine feel for who you are and how you think is exactly what good marketing does. Podcasting just happens to do it particularly well.

Try things quickly, notice quickly when they are not working and adjust.

Solopreneurs did not have the budget. Schools did not have the budget. Both times, Ed spotted the ceiling fast and moved on rather than grinding away hoping things would change.

Wearing every hat in the business is unavoidable at the start - but it has a shelf life.

Farming out audio editing alone gave Ed twenty hours a month back. That time goes straight into client development and creative work, which is where his real value sits.

Key Moments

"I've played songs and talked for 20 years. What am I going to do now?"

"I want to work on my terms. Although I still have to crawl to the boss - which is me."

"Try things but notice quite quickly when it doesn't work."

"You could be the smartest person in the room - but if you can't get your ideas across, nobody knows about it."

About Business Made Smarter

Business Made Smarter is the podcast from Executive Training Consultancy, bringing no-nonsense practical advice to help businesses of all sizes grow and thrive.

Hosted by Doug D'Aubrey and featuring regular guest Ed Nell, Founder of The Media Insiders, each episode draws on real-world business experience to give listeners strategies and insights they can start putting to use straight away.

How to Get in Touch

To find out more about Executive Training Consultancy or to book a free two-hour business review:

Website: www.exec-tc.com

To get in touch with Ed Nell and The Media Insiders:

Website: www.themediainsiders.co.uk

If you found this episode useful, subscribe, share it with your network and leave a review.

Hosted on Acast. See acast.com/privacy for more information.

In this episode of Business Made Smarter, host Ed Nell is joined by Doug D'Aubrey, Founder and Managing Director of Executive Training Consultancy, to talk through a topic that trips up small businesses time and again - project management.

Whether it is launching a new product, switching software or building out a new service, many small business owners dive in without the structure to see it through. Doug breaks down why projects drift, what good project planning actually looks like and how even the smallest team can use simple tools and clear communication to get from idea to outcome without the chaos.

Key Takeaways

Always start from the end.

The first question on any project should be what does success look like? Knowing the outcome tells you whether the project is worth doing, gives everyone a shared goal to work toward and allows you to build your timeline backwards from the finish line rather than guessing your way forward.

Every task needs a named owner and a deadline.

If nobody is specifically responsible for a task, it will not get done. This applies whether there are two people in the business or twenty. Assigning tasks and agreeing realistic timeframes - by asking, not telling - means problems surface early when they can still be fixed.

Simple tools work just as well as complicated ones.

A shared spreadsheet, a WhatsApp group or a basic Gantt chart can be enough to keep a small business project on track. The goal is visibility - everyone being able to see what has been done, what is next and where things stand. Complexity for its own sake does not help.

Review every project - and celebrate what went well.

Once a project is complete, taking time to look back at what worked and what could be done better is what makes the next one go more smoothly. Equally important is acknowledging the people who made it happen. Teams that feel recognised are teams that stay engaged.

Key Moments

"You only have one captain on a ship. When you're running a project, you have one person who is responsible for the outcome."

"If you haven't analysed it properly in the first place, you might start a venture that actually isn't very profitable - because somebody thought it was a good idea."

"You can't solve the problem if you don't know it is a problem. So you have to communicate."

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.

Hosted on Acast. See acast.com/privacy for more information.