How I help
Three decision areas. No implementation to sell.
The practice exists to help leaders make better commercial marketing decisions. Where delivery is needed afterwards, that's a separate decision you make on the merits.
Nothing to sell you afterwards. That's the point.
300+
Strategic marketing projects delivered since 2009.
No retainer
Advice sized to the decision. Short where short is enough.
Marketing Advisory
Independent advice when an important marketing decision needs experienced commercial judgement.
- An independent view before a significant marketing decision.
- Board and executive-level scrutiny of strategy, investment or performance.
- Support through agency reviews, resets and transitions.
See how this works in practice
A six-week global CMS and martech review for ESR Group, five vendors shortlisted against eleven criteria, with nothing to sell at the end of it.
Read the ESR Group story →On the martech, media and adtech side, the IAB Australia standards and market data are a useful independent reference point when you're weighing what a vendor tells you.
Customer Value Analysis
Understand which customers create the greatest value, where future growth exists and where investment should be prioritised.
- Customer value analysis using the data you already hold.
- A segment view the executive team can actually make decisions with.
- Clear investment priorities by segment.
See how this works in practice
At Specialty Foods, 8% of shoppers were found to drive 40% of revenue. That one number rebuilt how the business invests in customers.
Read the Specialty Foods story →This work runs on a proprietary framework, the Front Foot Customer Value Model.
Marketing Effectiveness
Determine whether marketing is creating measurable commercial value and improve the connection between marketing activity and business performance.
- An independent assessment of marketing's commercial contribution.
- A practical measurement framework, not a reporting project.
- Help aligning marketing, sales and finance on what counts.
See how this works in practice
At Nestlé, the measure was agreed before the programme was built, so a one-to-one customer programme could be judged on ROI rather than activity.
Read the Nestlé story →What working together tends to look like
Proportionate to the decision. Short where short is enough.
Listen first
Understand the situation, the commercial context and the decision actually being made. This part isn't a formality.
Work with what exists
Most of the evidence is already in the business. The task is usually to ask it better questions, not to collect more of it.
Leave a decision, not a deck
The output is a clear set of choices with the reasoning written down, something you can take to a board and defend.
Start wherever you're comfortable.
Low commitment
Explore Your Challenge
Read through the decision area closest to your situation. No form, no follow-up.
Medium commitment
Get an Independent Perspective
A short piece of work focused on one question, enough evidence to make a decision.
High commitment
Talk Through Your Situation
A conversation about what's happening, what you're trying to achieve and where an outside view might help.