Why 90% Of Marketing Reports Are Useless (And What To Track Instead)

The Digital Slice Podcast is brought to you by The Friedman Group, LLC

Are you making six-figure marketing decisions based on benchmarks built for billion-dollar enterprises, only to be unhappy with the results?

Join Brad Friedman and Carlos Corredor as they break down why enterprise-level benchmarks don’t apply to smaller B2B companies, how to build better marketing dashboards, and how to use data to find undervalued channels in saturated markets so you can focus on generating real revenue instead of chasing vanity metrics.

Carlos Corredor is a seasoned digital marketing executive with over 20 years of experience across multiple perspectives in the industry. As the CEO of Condor, a boutique agency focused on generating qualified opportunities for mid-market B2B and tech services companies, he brings a unique blend of analytical rigor and entrepreneurial vision to every engagement.

He began his career in Venezuela in sports journalism and baseball analytics, running a Moneyball-style stats site for Latin American winter leagues before bringing that same obsession with numbers and competitive advantage into the world of digital marketing.

Today, Carlos helps mid-market B2B teams cut through noise, design revenue-focused dashboards, and align marketing data with real business outcomes—leads, opportunities, and lifetime value.

In this Episode:

• Carlos shares how he went from sports journalism and Moneyball-style baseball analysis in Venezuela to running a data-driven B2B digital marketing agency.
• Carlos explains why many business owners are skeptical of marketing metrics and how agencies have abused complexity and vanity metrics like impressions.
• Carlos breaks down why you have to start with revenue, not clicks or impressions, when building dashboards that business owners actually trust.
• Carlos highlights how most “industry stats” are built for enterprise and Fortune 1000 companies—and why small and mid-market B2B teams can’t copy those ratios or cost-per-lead expectations.
• Carlos also discusses why many companies are “bleeding leads” in their funnels, and how diagnosing budget, authority, need, and timing (BANT) reveals why good leads don’t convert.

Quotes from this Episode:
“Like my dad would tell the friends, oh, this guy, he knows the home runs of all the players. I'm like, that, that's not really what I like. Yeah, I do know those, but what I really like is the interpretation of that to actually beat the competition.” – Carlos Corredor
“I think you have to start with what business owners care, which is revenue.” – Carlos Corredor
“If you think about a great lead, a lot of people call them BANTs, with the initials being, having the right budget, authority, need, and timing. So if usually when a lead does not convert to a client, one of those elements was missing.” – Carlos Corredor
“It's actually, the challenge is not the amount of data but interpretation.” – Carlos Corredor

Resources:

Carlos Corredor:
LinkedIn: Carlos Corredor
LinkedIn: Condor
Facebook: Condor
Instagram: Condor
Website: Condor

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“Brad Friedman on Digital Marketing,” by Brad Friedman
“The Small Business Owner's Guide To Inbound Marketing,” by Brad Friedman
“100 Livestreaming & Digital Media Predictions,” by Ross Brand with a chapter by Brad Friedman

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