Clear, practical guidance for UK SMEs. We break down the four value metrics that cut through noise—CPA, CLV, lead-to-customer rate, and marketing-sourced revenue—plus a simple tool stack, quick wins, and a five-step action plan.

• What you’ll learn (quick takeaways)
• CPA: include ads, tools, and a fair share of staff time.
• CLV: use past invoices to estimate an average—good enough to guide spend.
• Lead→Customer rate: a clean signal of lead quality and sales handover.
• Marketing-sourced revenue: start with last-touch attribution and keep it simple.
• Tooling: begin with GA4 conversions → add a light CRM (HubSpot Starter / Pipedrive) → optional dashboard later.
• Quick wins (today): repurpose one asset, refine targeting, A/B a headline/CTA, nurture warm leads.
• Golden rule: CPA must be lower than CLV—or you’re buying growth at a loss.

Chapters

• 00:00 Intro & why ROI now
• 01:05 Confidence currency: defend budget, focus time, improve decisions
• 03:10 Three barriers for small teams
• 05:10 The four value metrics (CPA, CLV, Lead→Customer, Marketing-sourced revenue)
• 08:10 Case study: shifting spend to webinars (+28% ROI)
• 09:35 Tools that won’t overwhelm (GA4 → CRM → dashboard)
• 11:10 Four quick wins this week
• 12:30 Five-step action plan
• 13:50 Outro & next steps

Resources & links

• People First Digital — : https://www.peoplefirstdigital.com
• Contact People First Digital: https://www.peoplefirstdigital.com/contact

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UK SME, Marketing ROI, CPA, CLV, GA4, B2B Marketing, Small Business Marketing, Attribution, Pipedrive, HubSpot, Conversion Rate