Marketing Field Guides

Quick and painless lessons from an expert in the field to improve your marketing & design IQ.

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Marketing Metrics to Measure When Leadership Wants Answers
Lisa Oates Lisa Oates

Marketing Metrics to Measure When Leadership Wants Answers

What marketing metrics should businesses track? The most valuable marketing metrics are those that inform business decisions, not just describe activity. Instead of focusing on decorative metrics like impressions or clicks, companies should track decision-ready metrics tied to business goals. These metrics help leadership understand what marketing is driving growth and what actions to take next.

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Your Marketing Doesn’t Have to Feel Like “The Chase”
Lisa Oates Lisa Oates

Your Marketing Doesn’t Have to Feel Like “The Chase”

Optimizing for calm means building marketing that is intentional, structured, and purposeful. Instead of chasing trends or posting randomly, calm marketing focuses on clear goals, connected campaigns, and measurable results that build trust and momentum over time.

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How Much Data Are You Really Giving Away Online?
Lisa Oates Lisa Oates

How Much Data Are You Really Giving Away Online?

You give away more data online than you realize… cookies and pixels, social media behavior, and “quick login” permissions. This blog explains what companies collect, how tracking actually works, and how small businesses can protect themselves and their customers while still using data ethically in their marketing.

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A Freelancer’s Journey

I have been working with Enterprise Stewardship for nearly 18 months. We've accomplished a lot... shored up their marketing systems, launched an email newsletter, created a growing resource library, set up automations, and so much more. Last year,
Marketing dashboards are full of numbers, but numbers alone don’t answer the question leadership actually cares about. Leadership wants to know what to do with the marketing metrics. They need you to provide analysis. So, I created this Marke
Your marketing dashboards probably look super impressive, featuring on-brand charts, traffic spikes, and rising engagement numbers. (I do love a good chart.) But eventually, someone in leadership will ask you the question that really matters: &ldquo
The kickoff to 2026 has proven that no day in my world is alike, no client is the same as any other, and new challenges arise every week. Fun challenges... not the kind you dread. 🤗 So far this year, I've had the privilege of: 👩‍💻 Working w
Let's say you have great brand awareness, solid website traffic numbers, and a growing social following, but your sales numbers are stagnant. ☠️ I see this all the time. In marketing funnel terms, we're talking about the second phase: consideration
At some point, every growing business hits the same wall: We can’t keep guessing our way through marketing. Most of the frustration I see doesn’t come from a lack of effort or talent. It comes from working with marketing that looks busy
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