Every few weeks, a founder or VP of Sales tells me their marketing isn't working. Leads have slowed. They want to know if they should switch agencies, raise the ad budget, or finally hire an in-house marketer. My first question is never about the marketing plan. It's "walk me through what happens after someone clicks." Almost every time, the real…
Consultants, accountants, lawyers, agencies, and advisory firms have billed by the hour for so long that most practitioners never question whether the model actually serves them. It is the default. It feels defensible. And it quietly sabotages the profitability, positioning, and client relationships of the very firms that rely on it. The uncomfortable truth is that the hourly rate rewards…
I had a prospective client tell me, with real pride, that her last campaign got twelve thousand impressions and a four percent click-through rate. I asked her what that campaign generated in revenue. She didn't know. She didn't even know how to find out. That's not a data problem. That's a system problem, and it's the one I see most…
As AI use increases, a common question I have heard for years has taken on a new perspective and increased in frequency. The question is: “Can’t I just ask an AI tool to help with positioning and pricing?" I’ll tell you the honest answer: it depends on what you mean by “help.” AI can generate a positioning statement. It can…
And How a CGO Is Different from a Digital Marketing Director Most business leaders are confused about what a Chief Growth Officer actually does. That's not an insult - it's a result of how the title has been used. Somewhere along the way, "CGO" became interchangeable with "the person who runs our ads and posts on LinkedIn," and companies have…
Many companies pursue growth by increasing marketing activity within the markets they already serve. They launch new campaigns, expand advertising budgets, or try to improve lead generation performance. While those efforts can produce incremental gains, they rarely answer the more important strategic question: Where Should the Next Stage of Growth Actually Come From? In many industries, meaningful growth comes from…
Most professional services firms think their attribution problem is a tracking problem. It isn't. You can buy the best analytics tools on the market. You can build dashboards, set up tracking, and pay someone to reconcile the numbers every month. And you'll still end up staring at a report you don't fully trust. Here's the real issue: attribution doesn't fail…
I talk about Revenue Friction, and some founders don't know what I mean when I say it. I coined the term to describe our approach to helping business leaders get unstuck from a revenue growth stall. It's the way I diagnose stalled growth. Most consultants talk about stalled revenue, uneven revenue, or low profitability. Those are outcomes. They don't explain…
Most B2B business owners who come to me have already spent money on marketing: a website redesign, Pay-per-click campaigns, social media management – and some have hired more than one agency. In spite of all this, their revenue is inconsistent, growth has stalled, and their pipeline is unpredictable. The instinct is to blame the marketing. What almost no one considers…
Revenue growth architecture isn't one-size-fits-all - and that's exactly why it failed. In business, the allure of following a successful entrepreneur's advice can be irresistible. After all, if a strategy or approach worked for them, why wouldn't it work for you? However, success in business is often nuanced, and what works in one context may not necessarily translate to another.…