Strategy before spending
Most brands do not need more ad spend. They need a clearer plan for the ad spend they already have. We embed with marketing leaders, founders and revenue teams to build go-to-market strategies, annual operating plans, attribution models and MarTech stacks that turn marketing investment into a measurable growth function.
Go-to-market strategy
For new market entries, new product launches or rebrand-driven repositioning, we work through the full GTM stack: ideal customer profile, market sizing (total addressable, serviceable, obtainable), positioning and messaging architecture, pricing model, channel strategy, sales motion (self-serve, sales-led, channel-led), and 12-month execution roadmap. Output is a document the team uses, not a slide deck that lives in a shared drive.
Annual operating plans
For brands running formal AOP cycles, we build planning frameworks that tie marketing investment to commercial outcomes. Budget allocation across working and non-working media, channel mix decisions backed by historical performance and incrementality testing, headcount planning, agency partner decisions, and quarterly milestone definitions. Outputs include a board-ready AOP deck, working models in Google Sheets or Excel, and a tracking dashboard for monthly performance reviews.
Attribution models that match your reality
Last-click attribution is dead for most brands in 2026. We help marketing teams move to attribution models that match how customers actually convert: data-driven attribution in GA4, custom multi-touch models through Northbeam, Triple Whale or Wicked Reports, marketing mix modelling through Recast or Lifesight for larger spenders. Each model has trade-offs we walk teams through, with clear guidance on which metric to use for which decision (campaign optimisation vs budget allocation vs board reporting).
Marketing technology audits
The average B2B marketing team uses 91 tools. Most are underused, duplicate functionality, or do not talk to each other. We audit MarTech stacks against the jobs they need to do: CRM, marketing automation, analytics, attribution, data warehouse, reverse ETL, ad platforms, content management, ABM, sales engagement, and customer data platform. Output is a clear recommendation: keep, consolidate, replace or kill. For brands ready to consolidate, we manage the migration.
Sales and marketing alignment
The biggest single fix for most B2B brands is closing the gap between marketing and sales. We run alignment workshops that define MQL and SQL criteria together, set SLA expectations both ways, build joint dashboards in HubSpot or Salesforce, and design feedback loops so marketing learns from won and lost deals.
Fractional CMO and advisory
For founders without a senior marketing hire yet, we provide fractional CMO services: weekly check-ins, monthly board updates, hands-on involvement in hiring, agency selection, and strategic decisions. Engagements typically run 6 to 12 months until a permanent hire is in place.
Who this is for
Founders planning to scale marketing investment from low six figures to seven figures annually. B2B SaaS companies preparing for a Series B or beyond. D2C brands at the inflection point between founder-led marketing and a real team. We do not work with brands looking for one-off audits without the willingness to implement.