What Brands Should Focus on Before Scaling Measurement

Growing a brand to $20M+ in revenue isn’t about chasing advanced marketing measurement. Many small brands fall into the trap of thinking that sophisticated attribution models and media mix modeling (MMM) will unlock growth. But in reality, the most successful brands scale by getting the basics right.

We’ve worked with over 1,700 brands, many of them under $20M in revenue. What we’ve learned is simple: the brands that grow don’t rely on incrementality measurement, third-party attribution, or in-house data scientists. Instead, they execute on core business fundamentals.

What Separates Growing Brands from Stagnant Ones?

Among the brands that struggle to grow, a common pattern emerges: they turn to advanced measurement to diagnose their lack of success. They ask questions like:

• How can we measure marketing more effectively?
• What’s the best media mix?
• How do we determine the true contribution of our media spend?
• Should we invest in MMM and incrementality testing?

While these are valid questions, they often distract from the real issues. When we dive deeper, we frequently uncover that most of their media spend is simply ineffective. The real problems holding them back are usually one (or more) of the following:

1. Poor Product-Market Fit – If people don’t genuinely need or love your product, no amount of media will fix that. Understanding your target audience and ensuring product-market fit is a crucial first step before scaling marketing efforts.
2. Ineffective Media Execution – Structurally flawed media buying and targeting can waste budget with little return. This includes poor channel selection, improper audience segmentation, and failing to optimize based on performance data.
3. Weak Creative Strategy – Uninspiring or ineffective ad creative will never drive sustainable growth. The best-performing brands create compelling, high-converting ads that resonate emotionally and logically with their audience.

The Right Questions to Ask Before Investing in Measurement

Before worrying about incrementality or attribution models, brands should first assess their core business health. Here are a few critical questions to consider:

• Are customers repurchasing? A strong repeat purchase rate is a clear sign of product-market fit. If customers buy once and never return, it’s a warning signal.
• Is organic traffic increasing? Brands with growing organic search and social engagement are likely offering something people genuinely want. If traffic is stagnant, it may indicate weak brand awareness or lack of demand.
• Do people create content about your brand? Organic advocacy is a strong indicator of differentiation and demand. If no one is talking about your brand unprompted, it may be time to reevaluate messaging and positioning.
• Are customer reviews consistently positive? If customers love the product, their reviews will reflect that. Low ratings or lack of customer enthusiasm can signal fundamental product issues.

The Deeper Strategic Questions That Drive Growth

Beyond the tactical execution of media, successful brands align on key strategic pillars before scaling:

• What is our unique differentiator? Without a clear reason why customers should choose you, growth will stall. Differentiation can come from unique features, pricing, branding, or customer experience.
• How do we build a sustainable revenue model? Recurring revenue or high-LTV product sets create stability. Brands that rely solely on one-off purchases struggle with cash flow volatility.
• What market share is realistically attainable? Understanding total addressable market (TAM) and competitive positioning is crucial. Overestimating potential market size can lead to wasted investment.
• What is our brand’s distinct voice and angle? Without strong positioning, brands fade into the noise. A unique brand story and consistent messaging are essential for customer loyalty and recognition.

The Growth Ceiling: Why Brands Get Stuck at $10M

Many brands hit a plateau at $7-10M in revenue because they haven’t mastered these fundamentals. They might have a decent media execution strategy and even creative that performs well, but they lack a compelling product or brand differentiation. Worse, they blend in with dozens of competitors offering nearly identical products.

For some, this is fine—if they’re content running a lifestyle business with steady but flat revenue. But for brands that want to scale profitably, they need to address these foundational gaps before looking at advanced measurement techniques.

A Simple Checklist Before Investing in Measurement

Before spending time and resources on marketing attribution, ask yourself:

1. Do we have undeniable confidence in our product quality? If your product isn’t truly differentiated or high-quality, marketing efforts will struggle to deliver sustainable results.
2. Is our value proposition clear and differentiated? Customers need a compelling reason to choose your brand over competitors.
3. Do we truly understand our ideal customer persona? Without a clear target audience and messaging strategy, marketing dollars can be wasted.
4. Are we executing media strategies effectively? Ad budgets should be allocated strategically, with continuous testing and optimization.
5. Is our ad creative engaging, compelling, and valuable? Weak creative can significantly lower conversion rates and engagement.
6. Can someone buy a near-identical product elsewhere? If your product lacks uniqueness, scaling will be difficult, and price competition will be high.

Brands that check these boxes often find that growth happens naturally. Many of our clients scaled to $30M-$50M relying on just one marketing channel—without ever hearing the term “incrementality.”

When Does Advanced Measurement Matter?

If a brand has successfully addressed these core questions and is still struggling to scale, then it’s time to consider measurement strategies. In these cases, fusepoint helps brands refine their media efficiency, validate performance, and optimize marketing strategy with data-driven insights. But measurement should come after—not before—establishing strong product-market fit, brand positioning, and effective media execution.

Final Thoughts: Focus on What Actually Drives Growth

Measurement has its place, but it’s not the foundation of success for sub-$20M brands. Instead of diving into complex attribution models, focus on making sure your product, media execution, and creative are truly working.

At fusepoint, we specialize in helping brands uncover the real reasons why they aren’t growing—and then provide the strategic insights to unlock sustainable revenue growth.

If you’re looking for clarity on your marketing strategy and a data-driven path forward, book a consultation or reach out to us with questions today.