Fractional CMO who runs your marketing like an operator — not an agency
Which of your channels actually make money? That depends on what a customer is worth — a number most companies have never computed correctly.
Fractional CMO Services to Grow Your Business
Cost effective expert advice, part-time
We look at your business as operators because that's what we are.
Most marketing advice starts with tactics. We start with the channels you're already paying for: what each one costs to acquire a paying customer, and whether that cost is justified. Answering the second question requires a number most companies don't have, and establishing it is usually the most valuable work of the engagement.
- Break down acquisition cost by channel, not blended — so the expensive ones stop hiding behind the cheap ones
- Separate the channels capturing demand you already have from the ones creating new demand
- Calculate what a customer is actually worth, on gross margin, so those costs can be judged
- Trace the full path from first touch to paying customer, including the sales handoff
Traditional agencies are in the business of spending your money to generate fees. We spend your money like it was ours to generate profitable growth.
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Rigorous analysis and structured testing drives.
- A $300 CPA is excellent or ruinous — and you can't tell which without knowing what a customer is worth
- LTV:CAC under 3 is an optimization problem, not a growth problem. Spending more makes it worse
- Payback should land inside six months on gross margin. Measuring against lifetime value instead overstates what you can afford to spend today.
- A channel can hit your CPA target and still be useless if it can't absorb enough spend to move the business
Most companies we work with have never had these numbers computed. That's usually where the first month goes.
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Start with what you're already running
Our first step is the spend you have in market today. We work out what each channel actually costs to acquire a paying customer — not a lead, not a click, a customer — and which channels are capturing demand that already exists versus creating new demand. Most engagements surface something in the first two weeks that's been quietly unprofitable for a year.
Find out what a customer is actually worth
This is where it usually gets uncomfortable. Every channel decision depends on a number most companies have never computed: what a customer is worth over their lifetime, calculated on gross margin rather than revenue. Get it wrong and you'll either starve a channel that works or keep feeding one that doesn't. Get it right and every spending question becomes answerable.
Fix the funnel, then build the testing loop
Acquisition is only half of it. We trace the path from first touch to paying customer, find where it leaks, and close the tracking gaps that make results unreadable. Then we build a testing program sized so results are actually readable — most marketing tests are too small or too short to produce a conclusion, which is why so many end in "we're not sure."
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