HOW I HELP
Different marketing situations call for different kinds of help.
You may need to figure out where the greatest leverage sits.
You may already know what needs to change and need help turning the decision into action.
Or your team may be perfectly capable of executing, but leadership wants an experienced outside perspective on the decisions shaping marketing performance.
I work across those situations - from diagnosis, to focused strategic change, to ongoing advice - without assuming in advance that the answer needs to be another agency, hire, channel or long-term engagement.
HOW THE WORK FITS
Start with what you're trying to achieve. Then decide what kind of support will help you get there.
You may already know what you want marketing to produce, but not what kind of help will move you closer to that result.
Sometimes you need to understand what is limiting performance or where the greatest opportunity sits.
Sometimes the direction is already clear, but you need help turning an important strategic decision into a real change.
And sometimes your team can execute perfectly well, but you want an experienced outside perspective on the decisions shaping where marketing goes next.
That’s why I don’t begin by fitting you into a predefined service.
I BEGIN WITH:
What are you trying to improve, and what needs to happen next?
From there, my involvement usually takes one of three forms.
When the right move isn't clear, find where the leverage actually is.
If marketing needs to produce more - or you're approaching an important decision about an agency, a hire, budget, positioning or where to invest next - but the right response is still uncertain, I can begin with a 21-day Marketing Performance Diagnostic.
I investigate what is actually driving the situation, determine which change is most likely to improve the result and translate the evidence into a clear decision about what to Stop, Keep, Change and Increase.
You leave with a Marketing Investment Decision Map, a focused 90-Day Priority Sequence and the evidence behind the recommendation.
Outcome: A clear decision about where marketing should go next.
Explore the Marketing Performance Diagnostic→02 — CHANGE
When the direction is clear, make the change happen.
What you need is help turning that decision into the priorities, structure and work required to produce a different result.
In those situations, I can lead a focused strategic engagement around one clearly defined high-impact issue.
The engagement is finite.
My role is to help you make the strategic change, get it working inside the organization and leave clear ownership behind, not become another permanent layer of execution.
Outcome: One important strategic change made real.
03 — QUARTERLY MARKETING INVESTMENT REVIEW
When the diagnostic has told you what to do, and decisions keep coming.
A fixed-fee quarterly engagement for leadership teams that want senior outside judgment on marketing investment decisions without adding management.
Each quarter includes: a review of your current Decision Map and priorities: three 60-minute decision sessions: a written decision memo for each decision within five working days; and email access for questions about those decisions.
Not included: execution, managing agencies, day to day, producing marketing work, or meeting beyond the three agreed sessions.
Term and fee: three months, billed in advance, from $7,500 per quarter. Renewal is agreed at the end of each quarter.
Outcome: Better marketing decisions without adding another layer of day-to-day management.
HOW THE PIECES FIT
The form of support follows what you need next.
You do not have to move through these engagements in sequence.
A Diagnostic may show that your internal team can make the necessary change without me.
It may show that you need a specialist I don't provide.
It may reveal one strategic issue that needs focused work.
Or your team may benefit from continued outside judgment as priorities evolve.
And if the problem is already sufficiently clear when we first speak, there may be no reason to run a Diagnostic at all.
The form of involvement follows the situation, not the other way around.
Clarify the situation and locate the highest leverage.
Turn one important strategic decision into a real change.
Keep senior outside judgment close as priorities evolve.
START WITH THE SITUATION
You do not need to know which type of engagement you need before we speak.
If you're trying to improve marketing performance, make an important marketing decision or turn a known strategic issue into action, we can start with the situation itself.
We'll use the first conversation to understand what you're trying to achieve, what is getting in the way and whether there is a useful role for me.
30 minutes to understand the situation. No predetermined solution.