Beware the yellow We! At regular intervals throughout the year, or at the end of a marketing campaign, it's prudent to review results: What worked really well? Definitely keep that in the plan What showed promise, but with a bit of tweaking results could be improved? What new approach could you research and try?  When you look at the customers you've gained during the review period you'll be analysing what marketing activity generated that business. You might see that it's from a favourite networking group, a good referrer, your website, social media, an advert you have in a local magazine,