Insights
Straight answers on contractor marketing.
What I've learned running marketing from every side of the table, written for the people who approve the spend: presidents, founders, PE-backed CEOs and the marketing leaders who work for them.
Three themes run through everything here: reading spend by what it returns, growing into new markets without guessing, and leading marketing so the owner or the board can put it down. New pieces follow the questions operators bring to working conversations.
Latest.
- Cost per lead is the wrong number. Use cost per sale.Why the cheapest lead is rarely the cheapest customer, and the counting rules that show which of your sources actually produce signed contracts.
- Score a new market before you spend in it.How to rank every ZIP code on housing and storm history, and why the list of places to stay out of is the one that saves the most money.
- Fractional or full-time CMO: how to decide.What the seat has to own, what each option costs you beyond the salary, and the signs a company is ready for each.
Questions operators ask → Fractional CMO
Rather talk it through for your company? That's what the working conversation is for.
Book a working conversation →Thirty minutes. You'll leave with a straight answer on where to look first.