From measuring brand health beyond ROAS to breaking down viral awareness plays and running focused growth sprints, we’re getting into the topics on our minds as Marketing Operators right now.

We kick things off with baseline revenue - how we define it, how we track it, and why it’s one of Connor Rolain’s go-to metrics for gauging brand momentum, resilience, and reliance on paid media. We also get into its blind spots, how paid activity can still influence it, and why it should be paired with other brand health signals.

Then we break down Cozy Earth’s $25K “Bed Rot Challenge” campaign - why it’s such a perfect, MrBeast-style awareness stunt built for social, and how we’d tie it more closely to actual sales.

Next, Cody takes us inside a growth sprint he’s running to fix high incremental CPAs on Meta - sharing the framework he’s using, how he rallied growth, creative, and data around it, and the results so far.

Finally, we wrap with a MOPs Hotline question on aligning product and marketing, from deciding which products belong in the hero acquisition funnel to launching new ones for fresh audiences without losing your core customer.

Want to submit your own DTC or ecommerce marketing question? ⁠⁠⁠⁠⁠⁠Click here⁠⁠⁠⁠⁠⁠.

Chapters:

00:00 Introduction

04:23 Measuring Brand Health: The Baseline Revenue Metric

09:07 Navigating Brand Marketing and Incrementality

16:22 The Role of Upper Funnel Marketing

23:25 Innovative Campaigns: The Cozy Earth Bed Rot Challenge

40:33 Engaging with TikTok and SMS Marketing Strategies

46:53 Building Teams Around Sprints for Clarity and Action

54:51 The Importance of Recurring Meetings and Accountability

01:07:29 Collaborative Product Development and Marketing Alignment

01:19:43 Leveraging Customer Feedback for Product Development

Cody's X Post: https://x.com/codyplof/status/1954611362111410540

Episode 66: DTC Marketers - Where Are You Wasting Your Time?

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