Stop Guessing What Marketing Is ACTUALLY Working

In the startup/foundation phase, an A+ client is anyone willing to sign a check. But if you take every dollar that walks through the door, you’ll end up with a stressed team and minimal (if any) profit. Get comfortable grading your clients to kill two birds with one stone: refine your business’s ‘ideal client’ profile and track which marketing spokes are actually worth reproducing.

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Client quality controls your growth. We once spent months finding an EA for a client who fought our process and drained the team’s energy/morale every step of the way. In the end, it was a net loss. We did not want to meet another D-Level Client. The reality is not all revenue is good revenue. Here's a rubric for accurate evaluation:

A/B-Players: They pay on time, consider you ‘the expert’, and refer their peers to your solutions. You'd clone them if you could.

C-Players: Decent revenue, occasional friction. They're profitable, but they’re not raving.

D/F-Players: You lose money on these clients in time spent hassling. They micromanage, distract your team, and create anxiety with each interaction. They're an anchor on your momentum.

Once you start grading, you'll see patterns. Use the MEIR Assessment [LINK HERE] to see which of your marketing spokes actually bring A-Players. From there, triple down on what's working and give yourself permission to step away from what's not.