Diagnose the funnel before prescribing tactics
Apply RACE funnel diagnosis to a campaign with traffic but weak demo requests.
The move: make RACE funnel diagnosis decision-grade. A useful marketing metric does three jobs. It describes a real customer behavior, connects that behavior to a business outcome, and points to an action the team can take soon. If a number cannot do those jobs, it may still belong in the report, but it should not steer the meeting. The practical test is simple: name the decision first. Are you deciding whether to scale spend, rewrite creative, change the offer, improve handoff quality, or add proof for buyers? Once the decision is visible, the metric hierarchy becomes clearer. Primary metrics steer.…
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