Granite Lane Partners
Marketing accountability for businesses with long sales cycles.
We are a 2015-founded Minneapolis, Minnesota agency working with mid-market brands that have outgrown guesswork. Our clients come to us with traffic they cannot explain, reports nobody trusts, and a growing suspicion that the numbers in the dashboard bear no relationship to the money in the bank. We fix that first, then we grow the channel.
What we do
Three practices, one operating model. Every engagement starts with measurement, because every decision downstream depends on it.
Analytics & Measurement
We make the numbers trustworthy before anyone builds a strategy on them. Tag audits, tracking architecture, and reporting you can defend in a board meeting.
Paid Acquisition
Search and paid social managed against contribution, not vanity metrics. We optimise toward the outcome you actually get paid for.
Conversion Optimisation
Structured experimentation on the journeys that matter. Fewer opinions, more evidence, compounding gains.
About Granite Lane Partners
Granite Lane Partners started in 2015 with a stubborn opinion: most marketing underperforms not because the creative is weak, but because nobody can tell which half is working. We built the agency around that conviction and have not needed to revise it.
Today we are a team of nine strategists, analysts and engineers based in Minneapolis, Minnesota, serving clients across industrial manufacturing, logistics and field service businesses. We deliberately stay small enough that the people who sell the work are the people who do it.
We are not the right fit for everyone. If you want a vendor who will accept a brief without questioning the assumptions underneath it, there are agencies who will happily take that engagement. We are not one of them.
What clients say
Granite Lane found that our quote request form had been failing silently on mobile for five months. Nobody noticed because the reporting counted the page view, not the submission.
Glenn Sorensen, VP Sales, Kearny Industrial
They spent the first three weeks telling us things we did not want to hear about our own data. Every one of them turned out to be correct.
Alicia Moreau, Marketing Director, Halloway Freight
We had been reporting on leads. They rebuilt it around quoted revenue, which is the number our board actually asks about. It should not have taken an outside firm to do that.
Ben Trewick, General Manager, Ridgeway Supply
How an engagement actually runs
We have compressed a decade of engagements into four phases. It is not a rigid methodology and we adapt it constantly, but the sequence rarely changes, because each phase depends on the one before it being honest.
Phase one — establish ground truth
Before we recommend anything, we verify what is actually being measured. In our experience roughly two thirds of new clients arrive with analytics that misreport in at least one material way: duplicate tags inflating sessions, conversions firing on page load, a container published months ago that no longer matches the site it sits on. None of these are exotic. All of them quietly invalidate every report built on top of them.
This phase is unglamorous and we do not shorten it. A strategy built on bad numbers is not a strategy, it is a guess wearing a suit.
Phase two — find the constraint
Once the data is trustworthy we look for the single binding constraint on growth. It is rarely where the client expects. We have found it in checkout latency, in a form that silently failed on mobile Safari, in a paid search account bidding against the brand it was hired to protect, and more than once in a sales team that never followed up on the leads marketing was busy optimising.
Phase three — build and test
We ship in small increments and measure each one. Every change carries a hypothesis and a success criterion written down before launch, which makes it considerably harder for anyone, us included, to retroactively declare victory.
Phase four — hand over
The goal is a client who does not need us. We document what we built, train the internal team to run it, and stay on in an advisory capacity if it is useful. Agencies that engineer dependency get short-term revenue and long-term reputational damage. We would rather have the reputation.
Industries we work in
Our work concentrates in industrial manufacturing, logistics and field service businesses, though the measurement practice travels well across sectors.
- Industrial and contract manufacturing
- Logistics, freight and supply chain
- Field service and skilled trades
- Building products and construction supply
- Trade associations and member bodies
Our sister practice
Granite Lane Partners and Apex Digital are sister practices. They cover SaaS, professional services and multi-location retail out of Austin. Enquiries that are a better fit for their team go straight across.
Ready to see what your data is actually telling you?
A discovery call takes thirty minutes. We will look at your current setup, tell you what we see, and be straightforward about whether we are the right team for the problem. There is no obligation and we do not run a pipeline sequence afterwards.