Listen or Subscribe on:
Watch the full episode on YouTube here:
In a marketing landscape increasingly obsessed with dashboards, efficiency, and short-term ROI, many organizations are unknowingly measuring themselves into slower growth. In this episode, we explore what it really means to measure what matters in marketing and why focusing too narrowly on efficiency can quietly undermine long-term results.
In this episode of the Strategy and Leadership Podcast, host Anthony Taylor speaks with Brook Shepard, founder of Mason Interactive and long-time digital agency leader. With over a decade of experience helping businesses scale through data-driven marketing, Brook shares a clear and practical perspective on how leaders should think about metrics, customer acquisition, and growth in an increasingly complex digital environment.
Brook breaks down the tension between efficiency and growth, explaining why metrics like ROAS and cost per lead can be misleading when viewed in isolation. He shares real-world examples of how bottom-of-funnel optimization, when overemphasized, can starve future demand and slow momentum. Together, Brook and Anthony discuss how marketing works as a system, why different channels play different roles, and how leaders can make better strategic decisions by aligning metrics with intent rather than convenience.
You will also hear a candid discussion on attribution, zero-click search, and the evolving role of AI in customer acquisition. Brook explains why attribution models must evolve alongside buyer behavior and how leaders can build confidence in their marketing investments by testing assumptions, involving third-party expertise, and reframing how success is defined.
Enroll in our strategic thinking training today for $0!
https://courses.smestrategy.net/courses/Strategic-Leadership-Toolkit
If you want your team execution to be smoother, faster, and easier, your team needs the right tools and coaching. Enroll in the Strategy Leadership Accelerator and level up your leadership team. https://courses.smestrategy.net/courses/Leading-Strategy-Execution
In this episode, you will learn:
- Why efficiency-focused metrics can limit long-term growth
- How to think about customer acquisition as a system, not a single channel
- Why new customers are more valuable than they often appear on paper
- How to align marketing metrics with strategic intent and business goals
- What leaders need to understand about attribution, zero-click search, and AI-driven behavior
Connect with Brook Shepard
Website: https://masoninteractive.com/
LinkedIn: https://www.linkedin.com/in/brshepard/
About the Host
Anthony Taylor is the CEO and Founder of SME Strategy and a trusted expert in organizational alignment and strategy execution. With 15 plus years of experience facilitating strategic planning and leadership development, he helps organizations align their people, accelerate execution, and achieve their biggest goals.
Connect with Anthony: linkedin.com/in/anthonyctaylor604
About SME Strategy
SME Strategy is a management consulting firm specializing in strategic planning and implementation. We help organizations align their teams around a shared vision so they can focus on what truly drives results.
Learn more: www.smestrategy.net
Podcast produced by: www.rednyne.com
