Monthly advisory
Recurring working sessions on the number that matters
Performance advisory is a monthly engagement for founders and growth teams that execute well and need senior judgment on the calls that move the number. Each month we hold recurring working sessions, I design and review experiments with your team, and I weigh in on media mix and budget. Your team keeps ownership. I keep the engine honest.
Format
Three things happen every month
Performance marketing means the paid and measurable side of growth: ads, landing pages, conversion, lifecycle, and the tracking under all of it. Advisory keeps the decisions in that system sharp without taking the system away from your team.
Recurring working sessions
Scheduled, on the calendar, with the numbers open. We work the problem live. Decisions get made in the room and written down.
Experiment design and review
I help the team pick the right test, size it so the result means something, and read the result honestly. Bad tests waste a quarter. Good ones compound.
Media mix and budget calls
Where the next dollar goes and where the last one should come back from, by channel, against payback and lifetime gross profit. I sit in on the call with finance when it helps.
Who it fits
Teams that execute well and need senior judgment
Advisory works when the machine is already running. You have a head of growth or a strong channel team. Ads ship, pages get tested, the dashboard is mostly trusted. What is missing is someone who has owned the whole growth P&L before and can say which of the twelve things on the list actually matters this month.
That is a different problem from having nobody senior at all. If channel owners each own a channel and no one owns the number, advisory will feel thin, and the fractional CMO retainer is the honest recommendation.
- Founders who still make the final budget call and want a second set of eyes that has been there
- Heads of growth who want a senior operator to pressure-test their plan before it goes to the board
- Teams coming out of a growth audit who want the roadmap kept on track
- Companies finishing a fractional CMO engagement who want the handoff to hold
What a month looks like
The shape most months take
Cadence flexes with what your team needs. This is the rhythm that tends to settle in after the first month or two.
- Early month
Numbers review
Last month against plan, by channel: spend, CAC, payback, and what the cohorts are saying. We agree on what moved, what did not, and which movements are real versus noise in the tracking.
- Mid month
Experiment session
The team brings the backlog. We pick what runs next, write the hypothesis in one sentence, decide the sample it needs, and kill the tests that were never going to teach us anything.
- Late month
Media mix and budget call
Where next month's money goes. Which channel gets more, which gets cut, which creative gets the budget, and what we tell finance about payback.
- Between sessions
Async judgment
Questions that cannot wait for the next session get an answer in writing. A creative brief, an agency proposal, an attribution result that looks too good. I read it and tell you what I see.
| Question | Performance advisory | Fractional CMO |
|---|---|---|
| Who owns the number | Your team | Me |
| Who runs the team | Your head of growth | Me, including hiring |
| Who sets the budget | Your team, with my input | Me, defended to the board |
| Cadence | Monthly working sessions | Weekly review plus monthly budget call |
| Best for | Teams that execute well and need senior judgment | Companies where nobody senior owns growth |
| Price | Depends on cadence | From $20,000 a month |
Proof
Judgment earned on real budgets
The advice is only worth what it has cost me to learn. These are the numbers I have owned.
Two A/B tests on the application funnel. Small changes to the form, measured properly, moved a number the size of a business unit.
Read the case study → FX Replay 2.6x ARR in 18 monthsAs fractional CMO I owned the growth P&L, rebuilt tracking and paid, and handed the team a system they still run.
Read the case study → YouMail CAC cut 77%A rebuilt web funnel took the cost of a new customer down by more than three quarters while volume kept growing.
Read the case study →FAQ
Questions teams ask before advisory
What does performance advisory cost?
It depends on cadence: how many working sessions a month, how deep the experiment review goes, and whether I sit in on budget calls with finance. I scope it on the intro call once I understand what your team already runs well. Book a call and I will give you a number on the spot.
Is this coaching or consulting?
Neither word fits well. It is working sessions on your actual numbers, your actual experiments, and your actual budget. I bring the judgment of someone who has owned the growth P&L. Your team keeps the ownership and does the work.
Who from our side should be in the room?
Whoever owns the number and whoever runs the channels. Usually that is the founder or CEO plus the head of growth or marketing, with channel owners joining for the sessions that touch their work. Fewer people and more decisions is the goal.
How is this different from the fractional CMO retainer?
Ownership. As fractional CMO I own the growth P&L, lead the team, and set the budget. In advisory your team owns all three and I make the calls sharper. If the audit or the first months show that nobody senior actually owns the number, I will tell you a retainer is the better fit.
Can advisory start with an audit?
Yes, and it often should. The 30-day growth audit gives us a corrected set of numbers and a ranked roadmap, and advisory becomes the monthly check that the roadmap gets run in the right order. Advisory can also follow a retainer as the handoff settles.
Get in touch
Good team, hard calls?
Bring the number you are stuck on. Pricing depends on cadence, and I will scope it on the call.
Book an intro call