The Cost Per Sale | Fixing Marketing That Doesn't Convert

In this episode of Fixers & Founders, Tony and Forrest are joined by David Gibson, founder of Salt & Lime Consulting, former agency owner, bourbon entrepreneur, and marketing operator focused on helping small businesses eliminate waste and create measurable growth.David shares lessons from more than two decades in marketing, brand strategy, digital advertising, and business operations. From fixing broken ad campaigns to helping founders understand the true cost of acquiring customers, his approach is grounded in practical systems, real accountability, and results that actually impact the bottom line.We explore why so many businesses struggle to connect marketing with sales, how hidden inefficiencies drain marketing budgets, and why authentic relationships may be making a comeback in a world increasingly driven by automation.In this conversation, we explore:The Cost Per Sale: Why most businesses track the wrong marketing metrics.Marketing Theater: The difference between activity and actual results.Alignment Matters: How marketing and sales can finally speak the same language.Build for Humans: Why authentic relationships still outperform gimmicks and shortcuts.If your marketing feels disconnected from revenue, your ad spend feels impossible to measure, or your sales team keeps asking for better leads, this episode is for you.Connect with David Gibson:LinkedIn: https://www.linkedin.com/in/david-gibson-546204Website: https://saltandlimeconsulting.comIntro & Outro Music: “Which One Is the Jellyfish?” by Aunt Cynthia’s CabinUsed with permission under a non-exclusive license.Bandcamp: https://auntcynthiascabin.bandcamp.comSpotify: http://open.spotify.com/artist/5XoG0H2D0vY58n32W8xI2KFacebook: https://www.facebook.com/auntcynthiascabinInstagram: https://www.instagram.com/auntcynthiascabin