/ Methodology
The 90-day
kickoff sprint.
The same engagement shape every time. Diagnosis, decisions, shipping, then quarterly OKR reviews until handoff. The structure is the value — it's what makes the work compound instead of disperse.
01
/ Phase 01 · Weeks 1-4
Diagnosis
Output: a written diagnosis with named root causes. Not symptoms.
/ Customer interviews
15-25 customer + prospect interviews in the first three weeks. Mix: existing happy customers, recently-churned customers, lost-deal prospects, never-signed prospects. Transcribed and tagged.
/ Win/loss analysis
Last 24 months of closed-won and closed-lost deals. CRM data + interviews where possible. The patterns surface quickly.
/ Competitive teardown
Top 5 competitors by active deal mention. Pricing pages, positioning, GTM motion, hiring patterns. Where you sit in the actual category, not the imagined one.
/ Current-state audit
Pricing, positioning, GTM motion, marketing org chart, attribution model, content production rhythm. What's there, what's missing, what's broken.
02
/ Phase 02 · Weeks 5-8
Decisions
Sequenced one-page memos. Each with kill-criteria.
/ Pricing decision
Current price model + named alternative + projected NRR/ACV impact. Kill criteria: if customer interviews don't validate the new model in two weeks, we don't ship it.
/ Positioning decision
Current positioning + the actual differentiator + the new home-page lede. Kill criteria: if the founder can't tell three trusted customers the new positioning and have them nod, we don't ship.
/ GTM-motion decision
Current motion + the redirect + budget reallocation. Kill criteria: if existing pipeline collapses below 70% during the transition, we revert. Threshold defined, not assumed.
/ Hiring decision
What to hire next + when + at what level. Kill criteria: if a hire would cost more than 12 months of measurable revenue impact, we don't make it. Numbers, not vibes.
03
/ Phase 03 · Weeks 9-12
Shipping
First wave of changes go live. The CMO in the work, not on the side.
/ Pricing page
New pricing page goes live. Three-month customer-comm rollout to the existing book. Sales team trained on the new conversation. Existing customers grandfathered for 12 months by default.
/ Positioning rewrite
Home page, top-of-funnel ads, sales deck, customer-comms templates. Coordinated rollout — not a "soft launch" that no one notices.
/ GTM redirect
If we're killing an SDR program, we kill it. If we're starting partner-led, the partnerships hire is in flight by Week 10. Decisions ship; they don't wait.
/ After the sprint
Quarterly OKR reviews.
Then handoff.
After the 90-day kickoff, we move to a quarterly cadence. OKR reviews with the founder + growth lead. Adjustments to the strategy as the business shape changes. Most engagements run 12-24 months total.
The end goal is your in-house hire taking over — not a permanent retainer. When the right VP Marketing is hired and the operator is doing the work, we hand off and step back. The handoff is the success metric.
Want to start?
90-day kickoff sprint. $8K-$12K/mo retainer. One slot per quarter.