Strategic teardown
The November auction surge
25–40%
Rise in ad costs across November (Gupta Media)
Why retail bidding drives the spike, and where B2B teams put October effort instead.
Issue № 01 · October 6, 2026
The Good Measure
A monthly brief on seasonal marketing priorities, strategic teardowns and practical benchmarks for growing businesses.
The Good Measure
A monthly brief for marketers who measure what matters and business owners who aren't sure where to start.
Blog highlights, industry trends, seasonal to-dos and a personal note from me. One email a month.
"Each issue has advice I'd offer you from across the table this month."
Janie Windmiller · Founder, BTGM
Inside issue № 01
Where Q4 marketing budgets leak, and how to plan 2027
October priorities
Four deadlines before Q4 closes
- 1Vendor and agency notice windows ending October 31
- 2Your blended CAC, before 2027 targets get set
- 3The one buyer objection sales keeps hearing
- 4Q1 creative production, started before November
The measure
The 70 / 20 / 10 rule
- 70%
- Proven
- 20%
- Improve
- 10%
- Test
A simple way to split next year's budget across proven channels, funnel improvements and experiments.
01
One issue a month
The first Tuesday of the month. Nothing in between.
02
Written from the work
Notes from active engagements in manufacturing, SaaS and owner-led businesses.
03
Built to use
Checklists, benchmarks and decisions you can act on the same week.
The Good Measure
A monthly brief for marketers who measure what matters and business owners who aren't sure where to start.
Blog highlights, industry trends, seasonal to-dos and a personal note from me. One email a month.
The archive opens with issue № 02. Subscribe now to get issue № 01 on October 6, 2026.