Cheat Sheets & Working Sheets

Practical tools distilled from Click Here to help you and your team take action

The Basics

These cheat sheets help you nail the foundations — your North Star metric, your marketing funnel, and your conversion flow.

Define and measure the single most important metric for your business.

Audit your conversion flow step by step. Every drop-off is money left on the table.

Understand the marketing funnel and where your business sits in it.

Choose the right channels, measure what matters, and allocate your budget where it delivers the highest incremental return.

Compare all four channel families and learn which combinations amplify each other.

The measurement hierarchy, holdout testing, and how to avoid attribution traps.

What to test, how to run experiments properly, and how to read results without p-hacking.

Build the right team, choose the right agencies, and build the cross-functional relationships that make everything else work.

Evaluate marketing hires: rocket ship vs dip, tenure, the one interview question with a correct answer.

Win over your CFO, protect your budget, and make finance your strongest ally.

Pick the right agencies, avoid the red flags, and know when to bring it in-house.

Measure what matters — and ignore what flatters.

Stop optimizing average ROI. Allocate the next dollar to highest incremental return.

Understand it, log it, optimize it.