Marti Ruiz Book a working conversation

How I work

See the whole picture. Get a straight read. Build what holds.

Every engagement follows those three steps, alongside your team or in the seat. What changes is how much of it you need from me.

Diagnose

When you need an answer.

What you get
A clear read on spend, sources and partners, including whether your agencies fit what you need.
What happens
Every source, partner and number brought onto one read: what's working, what's noise, and what it's costing you. Which sources to feed, which to cut, and where the next dollar goes.
What it asks of your team
Access to the systems, and working sessions with the people who run marketing, sales and the CRM.
Start with a diagnostic →

Cheaper per lead. Not cheaper per sale.

A PE-backed roofing platform. Working spend and approved jobs. Sources with $50K or more in working spend.
What a clear read shows$2,774

per approved job from search and website leads. Bought leads looked 73% cheaper per lead, then cost $3,994 per approved job. The second number is the one worth managing to.

Build

When the system you need doesn't exist yet.

What you get
The systems your marketing and sales run on: lead sources and CRM structure, follow-up that reaches the buyers others wrote off, and tools your reps actually use. Including bringing acquired brands under one structure.
What happens
Built in the dirt with your team, not above it. When the right tool doesn't exist or a vendor can't deliver it, I build it, with modern tools including AI, so the fix doesn't wait in an agency's queue or a long software purchase.
What it asks of your team
A named owner on your side, and regular working time from the people who will run it.
Talk through a build →
The real problem64% → 29%

No-contact rate on purchased leads. The vendor wasn't the problem. We changed call timing, added an intro text, and rewrote the scripts.

Tools reps use~170 reps

I developed custom tools that drove real impact, distributed and actively used across several states and trades.

Outbound, rebuilt$2,788 → $1,248

Cost per sale on outbound calls, before and after. Same call center. I scored every neighborhood on housing, income and storm history so we called the homes that buy, and we rewrote the scripts for the homeowner who actually answers.

Lead

When you need a leader.

What you get
The fractional CMO seat, or working alongside the marketing leader you already have. Scoped to how much you need.
What happens
Setting direction and the marketing mix, running agencies and partners, and keeping you and the board informed in revenue terms, measured to signed contracts.
What it asks of your team
The access a leader in the seat would have, and a standing line to the CEO.
Talk about the seat →

Every marketing dollar came back 11 times over.

A blended average across the home services companies whose marketing I have led: about 9 cents of marketing for every dollar returned.
Return on spend11.1x

returned for every marketing dollar, a blended average across the companies I've led.

How every engagement works.

No timeframes until the situation is known. Once it is, you get a scoped finish line before you commit to anything.

The agreement

  1. Scoped and priced upfront.
  2. Every engagement has a defined finish line.
  3. You own every output.
  4. I work alongside your team, never around it.
  5. Straight answers.

Who this is for.

Operators

Presidents, founders and PE-backed CEOs of $20M to $100M home services contractors, who want growth they can plan around and a marketing function they trust without watching it.

Marketing leaders at $100M and up

Who want an experienced outside hand on agencies, partners and systems. You stay the one your CEO relies on; I help make that easy.

How you'll know it worked.

At a multi-market roofing operator, marketing was under 10% of retail sales when I started in 2020. We built one source list, followed every lead to the contract, and moved the money to what sold. Marketing's share of retail sales went from 31% in 2022 to 43% in 2023 and 51% in 2024. That's what a built system gives you: growth you can plan on, instead of growth you hope for.

  • Marketing and sales work from one source of truth. The sales floor trusts the leads, and marketing is measured in signed contracts.
  • Budget sits in the channels, partners and markets that return the most, and you can see why.
  • You and your board are never guessing. You see what I see, in revenue terms.
  • Marketing is in hands you trust, so you can put it down.
  • You get your attention back for the parts of the business only you can run.

See the whole track record →

Half of retail sales came from marketing.

A multi-market roofing operator. Marketing-sourced share of retail contracts sold, full years 2022, 2023 and 2024. The 2020 starting point is from Marti's own records.
What it looked like51%

of retail roofing sales came from marketing in 2024, up from 31% in 2022.

I have no media buy, channel, or retainer to defend.

The longer marketing runs without an owner, the more of your week it takes back.

Let's work out which of the three you need.

Thirty minutes is enough to see whether you need an answer, a leader or a system, and where the first dollar of effort should go.

Book a working conversation

Thirty minutes on the challenges ahead, the resources you have today, and a plan.