If you’ve ever wondered why your marketing results stall even when your strategy looks solid, this episode covers how building a testing culture keeps growth moving. You’ll learn how to run smarter experiments, make data-driven decisions faster, and avoid wasting budget on unproven ideas.
In this Revenue Rewired episode, Sarah and Jay unpack why testing isn’t a nice-to-have but a must-have for revenue leaders. You can listen to the episode on Apple Podcasts, Spotify, YouTube, or Amazon Music, then come back for a few takeaways that stood out to me.
Why Testing Matters More Than Ever
Testing has always been a marketer’s secret weapon, but too often it gets buried under urgent campaigns and quick wins. The truth is, testing is what keeps your strategy from getting stale.
Jay summed it up perfectly in the episode:
“You don’t know what you don’t know until you try it. The best campaigns we’ve ever run came out of testing something new.”
When you consistently set aside even 10 to 15 percent of your budget for experiments, you are not taking risks. You are reducing them. Each test brings clarity on what truly resonates with your buyers, especially when markets shift overnight.
Why Many Teams Still Avoid Experimentation
It is not a lack of ideas. It is fear. Marketers are often trained to rely on data before making a move, but as Jay pointed out, you only get that data by acting first. That catch-22 keeps teams stuck in the comfort zone.
Testing gives you a way to take calculated risks. It removes the guesswork and replaces it with confidence.
How to Build a Culture of Testing
A testing culture is not about running A/B tests every week. It is about creating a mindset where trying, learning, and improving are part of how the team operates.
Here is how we help our clients get started:
- Choose one focus area. Do not test everything at once. Start small.
- Run it long enough. Aim for 90 days to get meaningful data.
- Share learnings. Every result, good or bad, feeds the next decision.
When people see that tests lead to growth, not blame, the culture shifts. Teams begin to ask “What can we test next?” instead of “What if it fails?”
Where to Start Testing
If you are unsure where to begin, follow your funnel metrics. Look for patterns where progress slows such as ad click-throughs dropping, demo requests dipping, or follow-up delays. Those are your testing opportunities.
Sometimes the smallest experiments make the biggest difference. Changing one call-to-action phrase or swapping a headline can shift results dramatically. The key is to measure and repeat.
Common Mistakes That Stall Growth
The most common mistake is not failure. It is stopping too early. Ending a test after two weeks can give you false confidence. Another trap is testing too many variables at once. If you change copy, visuals, and audience altogether, you will never know what caused the impact.
And while AI is an incredible tool for generating ideas, it should not make your decisions for you. Use it to expand options, not to skip validation.
FAQs on Building a Testing Culture
Q: How much budget should go toward testing?
A: Around 10 to 15 percent of your marketing spend. Enough to learn, not enough to hurt.
Q: How long should each test run?
A: Ninety days is a strong baseline for dependable insights.
Q: What if leadership is not on board?
A: Frame testing as insurance. It prevents expensive missteps by proving what works before full rollout.
Q: How do I know what to test first?
A: Start where conversion slows, such as landing pages, lead forms, or nurture emails.
Q: Can small tests really drive growth?
A: Absolutely. Consistent micro-optimizations compound into major performance gains.
Expert Context
This episode features Sarah Shepard and Jay Feitlinger, co-hosts of Revenue Rewired and leaders at StringCan Interactive, where testing is a part of the culture. Their combined experience helping B2B organizations align strategy, sales, and marketing gives this conversation real-world weight.
Building a testing culture is not about perfection. It is about curiosity, patience, and the willingness to learn before betting big. Every controlled experiment makes your next campaign stronger and your decisions smarter.
For the full discussion and actionable examples, listen to the episode on Apple Podcasts, Spotify, YouTube, or Amazon Music.
If you are ready to strengthen your revenue engine through smarter testing, contact us at StringCan today.
