Michel Fortin

Tag: Revenue Architecture

Four-person leadership team mapping Power Positioning as an operating system on a glass wall, with positioning at the center connecting to marketing, sales, product, hiring, and retention functions during a strategy diagnosis.

Why Positioning Is an Operating System (Not a Tagline)

by Michel Fortin

Most positioning conversations happen in the wrong department. Positioning arrives as a marketing brief and leaves as a tagline. Between those events, three or four rooms of smart people generate an artifact everyone nods at, and nothing about the business actually changes. That is positioning-as-tagline. Power Positioning treats positioning as the operating system underneath every function. Marketing, sales, product, and hiring all read from the same instruction set. Here is what changes when they do.

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Overhead view of an architect's drafting workspace with a hand-drawn revenue system blueprint, T-square, and drafting tools, illustrating the Revenue Architect's role of designing revenue systems before functional leaders execute inside them

What a Revenue Architect Actually Does

by Michel Fortin

The Revenue Architect title is showing up in more LinkedIn profiles this year than the last five combined. Some operators are doing the work. Most are not. Here is what a Revenue Architect actually does, how the role sits alongside a CMO, CRO, and Head of Growth, and how to tell the two apart when you are hiring.

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Overhead view of a consulting firm principal's desk with open reference books, notebook, and an analytics dashboard on a laptop, illustrating the authority architecture work a fractional CMO does for expert-led firms

Why Consulting Firms Need a Different Kind of Fractional CMO

by Michel Fortin

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.

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Fractional executive studying a revenue system diagram to diagnose where the business is leaking before filling a role

What a Fractional Executive Actually Does, and When You Need One

by Michel Fortin

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, a CRO, a CSO, a CGO) 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.

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Three-person strategy team mapping a bull's-eye targeting framework on a glass wall during a marketing planning session

Why Most Companies Are Targeting the Wrong People (And How I Fix It)

by Michel Fortin

When a strong offer underperforms, the culprit is usually the audience, not the price, message, or funnel. Effective targeting answers two distinct questions in order: Fit (who the buyer actually is) and Placement (where they can be reached). The Bullseye Method maps Placement as three concentric rings around the same ideal buyer. In 2026 the scarce resource is attention, not budget, and in enterprise the buyer often splits across three roles that sit in different rings. Get both reads right, in that order, and the downstream metrics fall into line.

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