Anika Mehendiratta
Your growth roadmap.
Explore five practical tracks, from the first diagnostic to ongoing improvement.
Month 01 / Paid Media & Acquisition
Audit & research
Establish what growth means and where the funnel loses value.
Activities
- Account and funnel audit
- Customer research, ICP and segments
- Competitor benchmarking and channel economics
- Tracking validation, analytics baseline and creative audit
- Lead-quality definition
Deliverables
KPIs to review
Qualified-lead baseline · CPL / CPA · Conversion tracking coverage
MONTH 01Audit & research
Establish what growth means and where the funnel loses value.
- Account and funnel audit
- Customer research, ICP and segments
- Competitor benchmarking and channel economics
- Tracking validation, analytics baseline and creative audit
- Lead-quality definition
Deliverables
Audit findings · Measurement baseline · Prioritised opportunity map
KPIs to review
Qualified-lead baseline · CPL / CPA · Conversion tracking coverage
MONTH 02Foundation
Build a measurable acquisition structure.
- Campaign architecture and search-intent segmentation
- Meta audience structure
- Conversion events, UTMs and attribution
- Landing-page alignment and CRM source tracking
- Budget allocation
Deliverables
Campaign and event map · Landing-page briefs · Budget plan
KPIs to review
Tracking completeness · Qualified conversion rate · Spend by intent
MONTH 03Test
Find signals worth pursuing.
- Message, creative and offer testing
- Landing-page experiments
- Search-term and keyword optimisation
- Audience tests and lead-quality analysis
Deliverables
Test register · Creative matrix · Weekly learning log
KPIs to review
Cost per qualified lead · Test sample size · Lead-to-sale rate
MONTH 04Optimise
Reduce avoidable waste and improve conversion quality.
- Reallocate budget using qualified outcomes
- Remarketing and CRO
- Creative iteration
- Search-term exclusions and segment reviews
Deliverables
Optimisation backlog · Budget decisions · Creative refresh
KPIs to review
Qualified CPL / CPA · Wasted-spend share · Conversion rate
MONTH 05Scale
Expand proven segments within commercial limits.
- Budget scaling with guardrails
- Winning campaign expansion
- New audiences, keywords and acquisition channels
- CRM nurture and deeper retargeting
Deliverables
Scaling rules · Expansion plan · Nurture sequences
KPIs to review
Marginal CAC · Lead quality · Contribution after acquisition
MONTH 06Systemise
Make learning and reporting repeatable.
- Dashboard and attribution review
- Reporting automation
- Growth operating rhythm
- Quarterly testing roadmap and profitability thresholds
Deliverables
Operating dashboard · Reporting workflow · Next-quarter roadmap
KPIs to review
Reporting time · Decision cadence · Profitability guardrails
An adaptable delivery framework. Timing, deliverables and success measures are agreed against your starting point, resources and scope.
Map your growth priorities