In Episode 20, Ryan Kovach and Perryn Olson unpack a surprising industry report showing that only 18 percent of small business leaders feel very confident in their marketing. Drawing from real client conversations, research data, and hands-on experience, they explore why confidence has dropped sharply and what is driving widespread frustration.
The discussion examines unclear ROI, poor reporting, vanity metrics, broken agency models, rising costs, and the growing confusion caused by AI and algorithmic changes. Ryan and Perryn stress that marketing may be working, but without clear metrics, leadership direction, and honest accountability, it often feels rudderless.
They also explain why specialization matters, why generic agencies fail construction and trade businesses, and how tracking the right leading indicators can rebuild confidence. The episode closes with practical guidance on momentum, focus, and how companies can stop checking boxes and start seeing real progress.
Key Takeaways
Only 18% of small businesses feel very confident in their marketing efforts.
A lack of clear metrics and accountability erodes trust in marketing.
Many agencies hide poor performance behind vanity metrics and selective reporting.
AI has added complexity, not simplicity, when used without strategy and oversight.
Tracking leading indicators helps predict results before revenue is impacted.
Confidence increases when businesses focus on specialization instead of going generic.
Branding and momentum are critical, even when results are not immediately visible.
Marketing should be predictive and proactive, not reactive after problems appear.
High-volume agency models often sacrifice quality and attention.
Consistency and clarity outperform shortcuts and automation.
Connect with AltCMO and Learn More
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Get in touch or learn more about our team:
Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/
Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/