Methodology
How the work gets done.
Three services. Three structured delivery frameworks. Every engagement follows a repeatable process built from twenty years of B2B marketing execution.
Governing Principles
Three rules that govern every engagement.
Diagnose before prescribing.
No strategy is built before the current state is understood. Every engagement starts with an honest assessment of what exists, what is working, and what the actual revenue target is. Prescribing before diagnosing produces confident-sounding work that solves the wrong problem.
Align every decision to the revenue number.
Marketing plans are built backward from a pipeline contribution target agreed with the CEO and CRO — not forward from a budget. Channel selection, program mix, team structure, and content investment all get evaluated against the same question: what does this contribute to the number?
Build to run without me.
The goal of every engagement is a function, capability, or team that operates independently when I leave. That means documented processes, capable people, and measurement systems that don't require an outside consultant to interpret. If the work only works while I am present, it is not finished.
Framework 01
Demand Generation
A four-phase system for building demand programs that consistently produce qualified pipeline — not just activity.
Read the full framework →Baseline Audit
Map current channels, audit attribution, interview sales, and establish the pipeline contribution target with CEO and CRO.
Program Architecture
Define ICP segments, map content to buyer journey, select channel mix, and structure ABM tiers before anything is built.
Infrastructure & Launch
Deploy marketing automation, build CRM attribution, launch ABM and high-intent programs, and establish the SDR handoff SLA.
Optimize & Scale
Weekly pipeline reviews, monthly channel performance analysis, and quarterly ICP and program mix reassessment.
Framework 02
Go-to-Market Strategy
A four-phase process for building positioning, messaging, and a launch plan that sales teams will actually use in the field.
Read the full framework →Market Intelligence
Win/loss interviews, competitive mapping, analyst landscape review, and CRM segmentation to understand the terrain before drawing the map.
ICP & Segmentation
Define ICP firmographics and technographics, map the buying committee, prioritize segments by win rate and deal size.
Messaging Architecture
Build the four-layer narrative: competitive displacement, segment value propositions, proof point architecture, and corporate narrative.
Activation & Enablement
Pitch deck, talk tracks, battle cards, and a sequenced 30/60/90 launch calendar with measurable milestones.
Framework 03
Consulting CMO Engagement
A four-phase model for embedded executive marketing leadership — from diagnostic through transition — built to leave a function that runs independently.
Read the full framework →Diagnostic
Stakeholder interviews, marketing function audit, pipeline analysis, and competitive position review — before any plan is formed.
Blueprint
Pipeline target, org model, budget reallocation, marketing scorecard, board narrative, and 90-day execution plan.
Operating Phase
Embedded in the executive team, owning the pipeline number, managing the marketing function, and running or advising on permanent leadership hire.
Transition
Documented operating model, 12-month roadmap, final performance review, and post-engagement availability for the incoming leadership team.
Ready to discuss which framework applies to your situation?
Every engagement starts with a conversation about the business problem — not a services menu. Describe where you are, and I will tell you which approach makes sense.