One Channel First: Scott from Wicked Reports on Smarter Ads for Small Businesses
Scale, Chill, or Kill: The Data-First Way to Grow (with Wicked Reports’ Scott Desgrosseilliers)
Scott Desgrosseilliers breaks down attribution without the jargon. We cover long buying cycles, how to prove new-customer growth, and a simple decision framework—scale, chill, or kill—that saves time and budget.
In this episode:
Founder & CEO of Wicked Reports, Scott Desgrosseilliers, joins Flora to translate attribution into plain English. Starting with a lobster-shipping side project (yes, really), Scott explains how “great ROAS” can hide flat revenue, why top-of-funnel patience wins, and how his team’s “scale, chill, or kill” recommendations help brands spend smarter. We talk realistic timelines (often ~60–120 days from first click to purchase), when a small business should stick to a single channel, and how AI can help—once you add the right guardrails.
You’ll learn:
- Master one channel before you add more. Fragmented budgets don’t learn fast enough.
- Measure the long game. For many DTC brands, first-touch to purchase can average 60+ days.
- Trust revenue, not just ROAS. In-platform wins often reflect bottom-of-funnel and brand search.
- Use “Scale / Chill / Kill.” Scale proven winners, leave steady performers alone, diagnose or cut the rest.
- Tie lifetime value back to first touch. That’s how you justify top-of-funnel spend.
If you’ve ever wondered why platforms claim credit for sales your email nurtures, or how to prove new-customer growth to a boss or client, this one’s for you.
