Guest: Erin Cigich, CEO of Perform[cb], a leading outcome-based marketing firm that helps brands acquire customers on a performance-based model where companies pay only for real results.

Overview: Every BIG starts small. In order to achieve their vision and sustain growth, the CEO has to establish precise, actionable steps that build towards measurable results. Keep the right numbers trending in the right direction every day, month, quarter, and year, and you'll keep Making BIG Happen.

On today's show, Erin Cigich explains how thinking about sales as a "math problem" and working with a CEO coach have been instrumental in helping the company beat its sales target by more than 200%. We also talk about leveraging AI for customer acquisition, clarifying your ideal customer profile, and building a performance-based culture.