Fractional CMO / Strategy & Planning
Marketing Strategy & 90-Day Planning for Contractors
Random marketing acts don’t grow businesses. We build focused 90-day roadmaps that align your budget, channels, and team around one goal: more booked jobs at a lower cost.
Source: CoSchedule, HubSpot State of Marketing, and Capstone client engagements.
Marketing Without a Map Is Just Expensive Guessing
You’re spending money on marketing — maybe a lot of it. But can you answer these five questions without guessing?
You can’t name your cost per lead by channel.
You can’t say which activities actually produce booked jobs.
You don’t know where your next marketing dollar should go.
Your team has no clear focus for this week versus this quarter.
You can’t tell whether your vendors are delivering what they promised.
If you can’t answer these confidently, you don’t have a strategy — you have a collection of disconnected activities. No priorities. No plan. No way to know what to cut and what to scale.
The Foundation
What a 90-Day Marketing Strategy Actually Is
A 90-day strategy is a focused, executable plan that answers three questions — and then tells your team exactly what to do about them.
Current performance, gaps, and the opportunities you’re walking past.
Specific, measurable goals — booked jobs and cost per job, not impressions.
Priorities, owners, and milestones so nothing stalls waiting on a decision.
Why 90 days?
Too short to see real results from most marketing.
Too long. The market shifts, priorities drift, the plan goes stale in a drawer.
Long enough for compound effects, short enough to hold accountable.
What’s Included
A Custom Roadmap — Not a Generic Template
We build the plan around your market, your capacity, and your goals. Here’s what you walk away with.
Discovery & Diagnosis
We dig into your current marketing — what’s working, what’s bleeding money, and where the biggest opportunities are hiding.
Market & Competitive Analysis
We map your local market — competitor positioning, share of voice, pricing, and the gaps you can take.
Ideal Customer Profile
We define exactly who you’re targeting: buying triggers, service mix, and how they actually find contractors like you.
Channel Mix Strategy
Which channels deserve investment, how much, and what to expect from each. No more guessing where to spend.
Budget Allocation Framework
A budget tied to your revenue goals — not an arbitrary percentage — with guardrails for cost per lead and return.
90-Day Execution Roadmap
A week-by-week plan with clear priorities, owners, and milestones. Everyone knows what to do and when.
KPI Dashboard Setup
We define the metrics that actually matter and build the dashboard so you see performance at a glance — not vanity stats.
Quarterly Review Structure
A review cadence and format that keeps the strategy alive — so it stays a working document, not a forgotten file.
Investment
Strategy & Planning Pricing
Full discovery, analysis, and a documented roadmap with an execution plan. Yours to run with.
The roadmap plus monthly strategic oversight, vendor accountability, and course corrections.
The roadmap plus weekly execution management and full marketing leadership as your Fractional CMO.
The 90-day roadmap is included in every Fractional CMO engagement — it’s how we start every relationship. No long-term contracts on ongoing plans. Cancel anytime.
The Process
How We Build Your 90-Day Roadmap
Fast without cutting corners. Most clients have a complete roadmap within two to three weeks.
Discovery & Data Gathering
Kickoff on goals and constraints, access to analytics and ad accounts, stakeholder interviews, and a current vendor audit.
Analysis & Strategy Development
Lead-source and intake audit, channel performance analysis, opportunity identification, and the draft channel mix. Pairs naturally with a full marketing audit.
Roadmap Delivery & Alignment
A working session to walk the roadmap, budget allocation, week-by-week priorities, and KPI targets — then decide: run it in-house or run it with us.
Execution & Optimization
Weekly or monthly check-ins, progress against milestones, real-time adjustments, and a 90-day review that sets the next quarter.
Is Strategic Planning Right for You?
Contractors doing $2M–$10M who spend on marketing but can’t connect it to revenue.
Owners tired of juggling disconnected agencies and one-off tactics.
Businesses grown on referrals that need a second growth engine.
Teams with marketing staff or vendors who lack strategic direction.
Companies prepping for a growth push or a new market.
Brand-new businesses with no marketing history or budget — run some tests first.
Owners who want someone else to make every call without their input.
Anyone looking for a “set it and forget it” plan — strategy needs ongoing engagement.
Companies unwilling to share financials or analytics access.
Questions Contractors Ask
Get a Marketing Strategy That Actually Works
Stop guessing. Get a 90-day roadmap built for your market, your budget, and your growth goals.
No obligation. No pressure. Just a real conversation about your marketing.