Most owners hire marketing help based on the pitch instead of the plan. Here is how I would judge a consultant if I were the one buying — including the red flags.
An agency builds and runs the work. A CMO decides what the work should be and owns the result. Here’s what a fractional CMO does, and what it’s like to actually work with one.
Most owners can tell me their monthly ad spend. Far fewer can tell me what it produced. These are the seven numbers that answer the question.
Your Google Business Profile is the cheapest lead source you own, and it’s usually the most neglected. Here’s the checklist I run on every account I take over.
Fractional CMO is a title that explains very little. Here is the real job, with examples of the work — including the part where I teach you to read your own numbers.
