The numbers belong to the engagements that produced them. Here’s what I found in each one, what I changed, and the frameworks that carried the work, from AI visibility to agency restructures.
Tag: Fractional CMO
The PULSE Diagnostic and the Five Lenses Behind It
One framework will lie to you with total confidence. PULSE is the five-lens read I run before I touch a stalled business, rebuilt for the age of AI search.
What Is a Fractional CMO and What Does the Role Actually Own
Most companies that think they need more marketing actually need better marketing leadership. Here’s what a fractional CMO does about it, and why the AI-fluent, multi-discipline version matters more than ever.
Power Positioning and What It Really Means to Own a Place in Your Market
Power Positioning isn’t a marketing tactic. It’s the strategic framework I’ve built over 35 years and $3B+ in revenue to help growth-stage firms stop competing on price and start owning a category. Here’s the full framework.
How I Test a Firm’s Positioning in Two Minutes (With AI)
Paste your homepage into an AI tool and ask for a three-sentence summary. Do the same for five competitors. If the six summaries are interchangeable, you have a description, not a position. Here’s the fix.
Why Positioning Is an Operating System (Not a Tagline)
Michel Fortin argues positioning isn’t a tagline. It’s a company-wide operating decision (which buyer you’re built to close, what proof you can defend) that marketing, sales, product, and hiring all inherit. His FAME pillars operationalize it.
The IDEAL Framework for Audits That Actually Change Outcomes
Most audits produce reports. The IDEAL framework produces clarity. Here’s the five-step diagnostic loop I use to run growth audits and positioning diagnostics, and how AI amplifies every stage.
Why Expert-Led Firms Need a Different Kind of Fractional CMO
Consulting firms grow through authority, not demand generation. Most fractional CMO playbooks are built for product companies and miss what actually holds a consulting firm back. Here is what the work looks like when it is done properly, why the standard playbook fails, and when the fit is right.
What a Fractional Executive Actually Does, and When You Need One
A fractional executive is a senior leader who owns one part of your revenue system part-time, on retainer, and stays accountable for the outcome. Most companies hire the title they think they need (a CMO, CGO, or CSO) when the real seam that is broken sits somewhere else in the system. The role you need is an output of the diagnosis, not the input. Hire the seat after you find the leak, not before. The work I do first with every company is the diagnosis, and the seat we land on is often not the one they called about.