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.
Get Your 90-Day RoadmapData from CoSchedule, HubSpot State of Marketing, and Capstone client engagements
You're spending money on marketing. Maybe a lot of it. Quick gut check—can you honestly say yes to these?
I know exactly how much I'm paying for each lead—and whether it's worth it
I can point to which marketing activities actually put jobs on the board
If I had an extra $5K tomorrow, I'd know exactly where to put it
My team isn't guessing—they know exactly what to work on this week
I could fire an underperforming vendor today and have data to back it up
wasted per month on channels
you haven't cut yet
of leads lost because
no one owns intake
per week firefighting
instead of growing
Every unchecked box is costing you money. Right now. Every month.
The Root Cause
No strategy. No priorities. No plan.
We dig into your current marketing—what's working, what's not, where you're bleeding money. Then we analyze your local market: competitor positioning, share of voice, and gaps you can exploit.
We define exactly who you're targeting and how they find contractors like you. Then we recommend which channels deserve investment, how much to spend where, and what to expect from each.
A week-by-week plan with clear priorities, owners, and milestones. Plus decision triggers for when to scale up, dial back, or cut a channel—based on data, not emotion.
We define the metrics that matter and build a dashboard so you can see performance at a glance. Vendor scorecards show who's delivering. Quarterly reviews keep the strategy alive.
30 days is too short to see meaningful results. 6-12 months is too long—markets change, priorities shift, plans become stale. 90 days is the sweet spot: enough time to execute meaningful initiatives, see results, and adjust—without letting bad strategies run too long.
The roadmap is the starting point. Choose the level of ongoing support that fits your team.
✓ Full discovery & diagnosis
✓ Market & competitive analysis
✓ Channel mix & budget allocation
✓ Week-by-week execution plan
Best for: Teams with capable marketing staff who just need direction.
✓ Complete 90-day roadmap
✓ Monthly strategic oversight
✓ Vendor accountability
✓ Quarterly plan refresh
Best for: Teams with doers who need ongoing guidance and accountability.
✓ Complete 90-day roadmap
✓ Weekly execution management
✓ Vendor management
✓ Full marketing KPI ownership
Best for: Owners who want to hand off marketing leadership entirely.
The 90-Day Roadmap is included in all Fractional CMO engagements. It's how we start every relationship.
No long-term contracts required for standalone roadmap. Ongoing engagements are month-to-month.
Our planning process is designed to move fast without cutting corners. Most clients have a complete roadmap within 2-3 weeks.
Kickoff call to understand goals, constraints, and history. We get access to analytics, ad accounts, and CRM. Stakeholder interviews with owner, sales manager, and key team members. Current vendor audit and competitive landscape scan.
Lead source audit—where are leads coming from and at what cost? Intake audit—what happens after the lead comes in? Channel performance analysis, opportunity identification covering quick wins and long-term plays, draft strategy and channel mix.
90-day roadmap presentation in a 60-90 minute working session. Budget allocation and expected outcomes. Week-by-week execution priorities and KPI targets. Decision point: execute with Capstone or take the plan in-house.
Weekly or monthly check-ins depending on engagement level. Progress tracking against milestones. Real-time adjustments based on data. 90-day QBR and next-quarter planning.
Example results from an HVAC contractor who had been marketing without a cohesive strategy.
Results vary by market, starting point, and execution quality.
A lot of "marketing plans" are just lists of tactics. Here's the difference.
Says "no" more than "yes." 2-3 priorities that move the needle, not 15 things to try.
Every activity connects to booked jobs and revenue, not vanity metrics.
One person accountable per initiative. No "the team will handle it."
Defines when to double down or cut—before emotions get involved.
Built-in review points to adjust as markets change.
A complete 90-day roadmap includes: discovery and diagnosis of your current marketing, competitive and market analysis, ideal customer profile, channel mix strategy with budget allocation, week-by-week execution priorities, KPI targets and measurement framework, and a QBR structure for ongoing review. You'll walk away with a documented strategy and actionable plan—not just recommendations.
Typically 2-3 weeks from kickoff to delivery. Week 1 is discovery and data gathering, week 2 is analysis and strategy development, and week 3 is roadmap presentation and alignment. We move fast without cutting corners.
No. The 90-day roadmap is a standalone deliverable. Many clients take it and execute with their own team or existing vendors. Others choose to continue with us for advisory or full CMO engagement—but there's no obligation.
Agencies typically give you a proposal for what they want to do (their services). We give you a strategy for what you need—whether that's done by us, another agency, or your internal team. We're not selling execution; we're selling clarity and direction.
Great—we'll audit it. Most "plans" we see are really just lists of tactics without strategic prioritization. If your plan is solid, we'll tell you. If it has gaps, we'll identify them and recommend improvements.
A standalone 90-day roadmap is $3,500–$5,000 depending on complexity (number of locations, channels, vendors to audit). If you continue with ongoing Fractional CMO engagement, the roadmap is included in your monthly retainer.
Access to your analytics (Google Analytics, Search Console), ad accounts (Google Ads, Meta), CRM or lead tracking system, and 2-3 hours of your time for discovery interviews. We'll also need financial context: current revenue, marketing spend, and growth goals.
No strategy is guaranteed, but ours are built on data and proven frameworks—not guesses. We also build in checkpoints and decision triggers so you can adjust before 90 days is up. And because we're focused on your business (not selling you more services), our incentive is to give you a plan that actually works.
Get a 90-day roadmap built for your market, your budget, and your goals.
Book Your Strategy Call