How we work together
We help companies who know something needs to change but are not sure where to start. Every engagement is different, but our work typically falls into four areas. Most clients start with one and expand as needs evolve.
AI and Search Discovery
You are hearing conflicting signals. SEO is dead. AI changes everything. You need to be on TikTok. You need a Wikipedia page. Everyone has advice, and most of it conflicts. You are not sure what applies to your situation or where to start.
How we help
We help you cut through the noise. What is real, what is hype, what actually matters for your business. We start with what you already have. Most companies are sitting on content that could work harder. The work is making it findable, wherever your customers are looking.
What you get
- Clear picture of how you currently appear in search and AI responses
- Understanding of what applies to your specific situation
- Prioritized actions based on what you already have
- Foundation for measurement so you know what is working
Common questions
- Is SEO dead
- No. The fundamentals have not changed. Content structure, technical foundation, topical authority. These still matter. AI is a new surface where your content can appear, not a replacement for the basics.
- Do we need to start over with our content
- Rarely. Most companies have valuable content that is underleveraged. The work is usually surfacing what you have and structuring it properly, not creating from scratch.
- What is the Discovery Audit
- A diagnostic of how findable your content is today across search engines, AI assistants, and your own site. The scope ranges from a quick assessment to a comprehensive analysis depending on your needs and budget.
- How long before we see results
- Technical fixes can improve visibility within weeks. Content restructuring typically shows measurable impact within 60-90 days. The timeline depends on the starting point and scope of work.
- Do we need special AI optimization tools
- Not usually. The foundation is good content that is well structured and technically accessible. Specialized tools can help with measurement and monitoring, but they are not required to start.
Measurement Foundation
You have analytics. Maybe multiple systems. Reports get generated. But you are not confident the numbers are right, or that they connect to business outcomes. Before changing anything, you need to know what is actually happening.
How we help
Measurement is how you make decisions. We help you build a foundation you can trust. Not more dashboards or fancier reports. Clear answers to the questions that matter for your business. What is working, what is not, and what should you do next.
What you get
- Analytics that accurately capture what matters for your business
- Clear connection between marketing activity and business results
- Ability to answer the questions leadership actually asks
- Foundation for testing and iteration going forward
Common questions
- We already have Google Analytics. Is that not enough
- Having the tool is not the same as having useful measurement. Most GA4 implementations capture data but are not configured to answer business questions. The platform matters less than what you measure and how.
- How do we measure AI discovery
- This is an emerging area. Direct attribution is difficult because AI assistants do not always send traffic. We focus on visibility monitoring, branded search trends, and lead source tracking to build a picture of impact.
- Our sales cycle is long and complex. Can you still help
- Yes. Long B2B sales cycles require different measurement approaches than direct response. We build models that track influence and progression, not just last-click conversion.
- What if our data is messy or incomplete
- That is normal. We start with what you have, identify the gaps that matter most, and prioritize fixing what will have the biggest impact on decision-making.
Marketing Technology Partnership
You have invested in marketing technology. Maybe several platforms. They were supposed to work together, make things easier, save time. But now you have questions. Are these the right tools. Are we getting value from them. Is there a better way.
How we help
We bring an outside perspective to your technology decisions. Not a technical audit focused on configurations and settings. A strategic review of whether your tools serve your goals, how well they work together, and where there might be better options. We can be your partner through evaluation, selection, and implementation.
What you get
- Clear understanding of what your current tools do and do not do well
- Honest assessment of where you are getting value and where you are not
- Roadmap for consolidation, integration, or change if needed
- A partner who represents your interests, not a vendor relationship
Common questions
- Are you going to recommend we buy new software
- Not necessarily. Often the answer is better using what you have, consolidating redundant tools, or improving integration. We recommend change when it genuinely makes sense for your situation.
- Do you work with any particular vendors
- We do not have vendor partnerships or referral arrangements. Our recommendations are based on what fits your needs, not what generates commissions.
- Can you help with implementation
- We can guide and oversee implementation to protect your interests. For technical configuration work, we either use your internal team or bring in specialists who we supervise on your behalf.
- What size technology investment does this make sense for
- If you are spending more than 50,000 dollars annually on marketing technology, or considering a significant platform decision, having objective guidance typically pays for itself.
Ongoing Strategic Support
You do not need a full-time marketing executive. But you would like someone experienced you can call when questions come up. A sounding board who has seen similar situations. Someone who can help you think through decisions without having to explain all the context every time.
How we help
We make ourselves available as that resource. Monthly retainer, flexible scope. You get access to experienced thinking when you need it. We learn your business over time so we can provide relevant guidance without starting from scratch on every conversation.
What you get
- Experienced perspective available when you need it
- Someone who knows your business and can engage quickly
- Help thinking through decisions before you commit
- Pattern recognition from similar situations across industries
Common questions
- What is the typical time commitment
- Most ongoing relationships are 5-10 hours per month. Some months are heavier when decisions are pending, others are lighter. We design the arrangement around your actual needs.
- Is this different from fractional CMO services
- We are not trying to be your marketing leader. We are a resource for your actual marketing leader, or for business owners who handle marketing themselves. Think advisor, not executive.
- What if we need more hands-on help
- Ongoing support can expand to include project work when needed. We can also bring in specialists from our network for specific execution needs.
- How long do these relationships typically last
- As long as they provide value. Some clients engage for a specific period around a transition or project. Others maintain the relationship for years as a regular resource.
Not sure where to start
That is normal. Most clients begin with a conversation about what they are trying to accomplish. We help identify where to focus and what sequence makes sense.
Start a conversation