Before Exponentialy, I sat on the client side of the table — approving budgets, sitting through monthly reviews, and nodding along to slides full of reach and engagement numbers that never quite explained where the actual revenue was coming from.
Every agency swore they were "data-driven." Almost none of them could draw a straight line from a dollar spent to a dollar earned. So we started Exponentialy on one rule: if a metric doesn't connect to revenue or pipeline, it doesn't make the report.
That rule is still how we operate today — with every client, on every account, regardless of how much easier it would be to just show a nicer-looking chart.