Services

Fractional Marketing Leadership  

Fractional Marketing Leadership means putting real accountability around how demand is created, how resources are used, and how growth actually shows up at the branch and customer level without adding a full-time senior marketing leader.

It looks like:

• Senior-level oversight focused on revenue, margin, and execution, not “marketing stuff”

• Clear decisions about where to invest and where to stop wasting time and money

• Recognizing when a systematic process is necessary stopping one-off marketing tactics

• Alignment between sales behavior, branch activity, supplier programs, and market demand

• A disciplined growth plan that gets managed, measured, and adjusted, not launched and forgotten

 Do these resonate with you?

1.  Sales and marketing are misaligned
Marketing creates stuff. Sales and branches decide what they’ll actually use. Marketing argues it's field execution.  Sales argues, it's not what we need. Branches don't have time for any of it. 

2.  Branches are busy, not purposeful
Your branches are full of busy bees. Lots of movement with very little orchestration. Marketing struggles getting effective results in the branch. No one really understands why. 

3.  Demand is misperceived by who owns it
Sales thinks growth depends on relationships, pricing, and incentives like trips. Marketing support shows up with an idea that still misses the mark. See sales and marketing misalignment.

4.  Leaders don’t know what they don’t know
Marketing management gets confused with marketing and advertising tactics. Many sales leaders assume marketing in their role but lack formal training in marketing management.  Unfortunately, marketers lack the marketing discipline to be able to convey their value to leadership. No one is accountable for connecting effort to outcomes. Decisions rely on gut feel instead of a marketing strategy.

5.  Supplier funds are under-leveraged
Market development and co-op dollars get spent, but rarely lead change. Funds support activity, not behavior. Leadership lacks visibility into what’s actually working.

Fractional Marketing Leadership  in practice

Fractional marketing leadership is not outsourcing work.

It’s stepping in as the person responsible for:

• Identifying gaps between sales, marketing, branches, and leadership

• Orchestrating branch activity so effort becomes purposeful, not scattered

• Turning busy bees into aligned contributors working toward the same outcomes

• Driving intentional demand instead of relying on last-minute pushes

• Exposing blind spots leaders didn’t realize existed

• Managing and leveraging supplier marketing funds to support real business change

Where Fixer Focuses

Sales, Marketing, and Branch Alignment
Clear ownership. Clear priorities. No guessing.

Purposeful Branch Activity
Consistency without killing local control. Activity that ladders up.

Demand Creation
Less reliance on incentives. More sustained market pull.

Supplier and Market Development Funds
Co-op and MDF dollars tied to strategy, not habit. Visibility leaders can trust.

Dealer and Channel Programs
Programs that get used, not ignored. Behavior change that sticks.

Marketing Team Leadership
Standards, structure, and accountability. No more task dumping.

Fixer Marketing is for serious leaders who:

• Know growth has become harder to sustain

• See effort everywhere but alignment nowhere

• Suspect marketing isn’t pulling its weight but can’t fully explain why

• Want leadership without hiring a full-time executive

• Are willing to hear uncomfortable truths in order to fix real problems

For Serious Leaders Only

If you’re ready to stop guessing, stop wasting effort and money, and stop treating marketing like a task list, let’s have a real conversation.

I work with a limited number of organizations that are ready to lead differently.