Services
Free teardown first. Then the diagnostic. Then build. Then stay.
- 1TeardownTime-boxed
- 2DiagnosticWeeks
- 3BuildA project
- 4RetainMonthly
Three service lines, one order, plus legacy site migration as a capability in its own right. Each is set against what the same work costs bought separately, so you can judge the quote when it comes.
01Free teardown. Fixed-fee diagnostic. The front door.
Teardown, then diagnostic
Before anything is built, we find out whether what you are being told about your marketing is true. The teardown is free: it reads your ad accounts, your analytics and your website. The diagnostic is a fixed fee: it adds your CRM, so the funnel can be priced stage by stage and each enquiry valued by what its kind actually produces.
- Who it is for
- An owner or GM who cannot get a straight answer to “cost per customer by channel, last quarter”, and wants one before spending more.
- Shape
- Teardown: free, read-only, a hard time box. Diagnostic: fixed fee, scoped on the call, read-only access to the CRM added. Nothing is changed in either.
Deliverables
- 01The teardown findings: every conversion your ad platforms count, what each is worth to them, when a real outcome last reached them, and what your analytics double-count.
- 02The funnel, priced: spend joined to enquiries, to the stages in your CRM, to revenue. Where the loss actually happens, what each stage costs by channel, and which explanations we tested and ruled out.
- 03What a customer is worth: net value per customer, the most you can afford to pay at each stage, and the expected value of an enquiry by the segments your enquiry form already captures.
- 04A ranked fix list with an owner for each item (you, your agency, or us) and a build scope for anything that needs code.
Value stack / what the components cost bought separately
- Analytics audit$5–12K
Typical quote from a specialist analytics consultancy.
- Paid-media investigation$10–20K
Typical quote for an independent account audit.
- Funnel and sales-process analysis$8–15K
Typical quote for a sales-operations review.
Bought as three separate engagements, these three pieces of work run $23–47K and arrive as three documents that do not agree. We do them as one, on one dataset, and they are the scope for everything after. The teardown that precedes them is free.
The line / what the free teardown covers, and where the diagnostic begins
A / The teardown
FreeIs what you are being told about your marketing even true, and what is that costing you?
- Looks atYour ad accounts, Your analytics, Your tag manager, Your website
- Does not touchYour CRM. Any data warehouse or BigQuery work. Any pipeline build.
- You getWritten findings on your tracking, and on what the ad platforms are actually being told.
- BoxA hard time box. If your data cannot answer the question inside it, that is itself the finding.
B / The diagnostic
Fixed feeWhere exactly does the funnel leak, what is a customer worth by segment, and what should you be bidding?
- Looks atEverything in the teardown, Plus your CRM
- You getFull funnel economics, value per segment, and the reporting that keeps it true.
- BoxScoped on the call.
02The vacant seat. Retainer.
Fractional CMO and CTO
Somebody has to own the question “is the marketing working?” and somebody has to own the systems that answer it. In most high-ticket businesses neither seat exists. We hold both, on a retainer, and you keep your agency.
- Who it is for
- A business spending real money on paid media with no CMO and no technical owner, where the ad agency grades its own homework. If you also run your own admin portal or internal software, the technical seat is already overdue.
- Shape
- Monthly retainer plus a performance bonus struck on a trailing-twelve-month baseline and an agreed definition of the outcome. Running the ads is optional; when we take it on, it is typically at a discount to the incumbent’s rate.
Deliverables
- 01CMO: budget allocation across channels and campaigns, decided on cost per customer, not cost per lead.
- 02CMO: monthly performance review, weekly anomaly watch, quarterly allocation plan, research on demand.
- 03CMO: the ad agency briefed with outcome data they have never been given, and held to it.
- 04CTO: ownership of your systems: the website, the CRM setup, the tracking, and the connections between them.
- 05CTO: if you run your own admin portal or internal software, we take it on: the backlog, the fixes, the integrations, the hosting, the security.
- 06CTO: the delivery pipeline for change requests, from a request to tested, reviewed, deployed code. Build-or-buy decisions and vendor evaluations.
Not included by default
- Media buying by default. Your agency can keep executing. We set direction and measure.
Value stack / what the components cost bought separately
- The retainer function bought separately$50.5–80K / month
Fractional CMO, analytics engineering, CRM administration, reporting and development bought as separate contracts.
- Specialist analytics engineering, hourly$200–275 / hour
Market rate for the engineering half alone.
The bonus is the risk reversal. It pays on efficiency gained against your own trailing twelve months, per business unit, on an outcome whose definition we agree in writing before we start. Re-based if spend moves more than 20%. If we do not move the number, we are not paid the bonus.
The reporting half of the seat, the four recurring reports and the questions answered between them, is described in full on the reporting page.
03Project-based. The ledger, built.
Full implementation
The measurement, the outcomes sent back to the ad platforms, the reporting, and the systems around them. Scoped as a project; other structures are fine.
- Who it is for
- A business that has had the diagnostic and wants the findings to become permanent plumbing rather than a one-off report.
- Shape
- Fixed-price project, scoped on the call. Phased: tracking first, then outcomes to the platforms in a silent trial, then live, then reporting.
Deliverables
- 01Tracking rebuilt: every enquiry carries the ad that produced it into your CRM, is counted once, and consent is handled properly. Every change is recorded and reversible.
- 02Outcomes sent back: meetings, sales and what they were worth reported to Google and Meta, so the bidding chases customers instead of forms. Run silently first, then one platform, then all.
- 03Reporting: spend, enquiries, stages and revenue in one monthly report from numbers that reconcile to your books, and that refuses to publish if its sections do not add up.
- 04Call and text tracking: tracked numbers, the ad behind each call, consent-gated texting, and the outcomes that follow.
- 05Follow-up and pipeline automation: sequences per stage, a queue your staff work from, after-hours response.
- 06CRM integration: a read side for analysis and a write side for outcomes, with the CRM’s silent failure modes tested for.
- 07Platform builds: legacy website migration, the admin portal your staff use, the portals your customers log into. See the sections below.
Value stack / what the components cost bought separately
- Measurement layer (tracking, attribution, outcomes to the platforms, the value model)$69–130K
Replacement cost, itemised component by component.
- Reporting engine, built in-house$68–90K
Internal analytics-engineering hire plus tooling.
- Reporting engine, built by an agency$105–160K
Agency quote for the same scope.
Those are the replacement costs for the measurement layer and the reporting engine alone, before the ads work, before any portal, before any migration. We quote the project against them, on the call, once the diagnostic has told us what you actually need.
04Legacy site migration
Old website, broken integrations, migrated in a couple of months. Even at thousands of pages.
The site is old. Nobody will touch it. The forms, the tracking and the connections that feed the business have quietly broken, and every fix is a negotiation with a vendor who did not build it. We move it.
- 01
Scale is not the blocker
The migration is driven by tooling, not rebuilt page by page. Content is extracted and rebuilt by script, redirects are generated from the old address map, and the pages are checked against the originals. Thousands of pages move in months, not years.
- 02
Nothing you rank for is lost
Every old address redirects to its new one. Structured data, titles and the pages search engines already trust are carried across and verified before the switch, so rankings hold.
- 03
It pays for itself twice
The migration is the moment tracking gets re-plumbed properly: every enquiry carries its ad into your CRM from the first day on the new site. You get a site nobody is afraid of and measurement that works, in one project.
Reference implementation: a legacy CMS running two brands, moved to a modern stack with redirects, structured data and search rankings preserved, and the staff back office rebuilt alongside it. The client stays anonymous; the specifics are in the case study.
What a migration includes
- 01Every page and post moved, checked against the original, with the old addresses redirecting.
- 02Forms, enquiry flows and the connections into your CRM rebuilt and tested, with tracking correct from day one.
- 03Fast, secure hosting with automatic deploys, so changes ship in hours rather than tickets.
- 04The old site kept reachable until the new one has proven itself.
Scoped on the call. Priced as a project, usually alongside the tracking rebuild.
05If you run your own software
You already own an admin portal or an internal system. Nobody is holding it.
A management portal, a booking system, a back office built years ago by someone who has moved on. It runs the business, it holds the real data, and every change waits on a developer who is hard to reach. That is exactly the situation the technical seat exists for.
We take it on
The backlog, the fixes, the integrations, the hosting, the security. Change requests go from a request to tested, reviewed, deployed code on a pipeline you can see.
It becomes the ledger’s home
Your own software already knows who enquired, who was accepted and who paid. Joined to the ad accounts, it answers the question your marketing never could.
Or we build it
Where the back office is a spreadsheet and a shared inbox, we build the admin portal and the customer portals. The reference engagement replaced a legacy back office with a staff portal and added two customer-facing ones.
This is the technical half of the retainer, or a project of its own.
06For agencies / white label
Your clients ask for this. You cannot staff it. We deliver it under your brand.
Measurement that reaches the sale, outcomes sent back to the ad platforms, reporting the client’s finance lead will accept, legacy site migrations, portals. Delivered as your work, to your client, with your name on it.
White label / delivered under your brand, to your clients
What it is
The outcome-measurement layer and the platform builds your clients ask for. The same teardown, diagnostic and implementation on this site, run under your brand.
What it is not
Spare developers, overflow capacity, or a technical co-pilot for whatever is on your plate. We sell one thing, and we sell it to your clients through you.
How it runs
You own the relationship and the pricing. We work in your tooling where you have it and report to you in your format. The client’s data stays in the client’s accounts.
If you are the business rather than its agency, the offer above is the one for you. Agencies: get in touch directly; there is no separate form.
07Pricing
Priced on the call. Anchored here.
The teardown is free. The diagnostic is a fixed fee. We do not publish list prices for the build or the retainer, because the scope depends on what the diagnostic finds. We do publish what the same work costs elsewhere, so you can judge the quote when it comes. Every engagement starts read-only.
- TeardownFree
Read-only. Ad accounts, analytics, website. No conditions.
- DiagnosticFixed fee
Read-only. Adds the CRM. Scoped on the call. The price is the price.
- ImplementationProject
Quoted against the replacement cost of the measurement layer, $69–130K, and the reporting engine.
- RetainerMonthly + bonus
Against $50.5–80K / month for the same function bought as separate contracts.
- Hourly, where it applies$200–275 / hour
The specialist analytics-engineering market rate. We quote work, not hours, wherever we can.
Risk reversal / how the bonus is struck
- Baseline: your own trailing twelve months, per business unit, struck at signature.
- Metric: cost per held meeting, held consult, estimate given or equivalent. Never lead volume.
- Definition: what counts as the outcome is written down and agreed before work starts. Neither side changes it mid-term; a change is agreed and the baseline re-struck.
- Reconciliation: we reconcile our count against whatever you already count and explain every difference. You get the reconciliation, not whichever number flatters someone.
- Re-based if spend moves more than 20% or you change fees or booking channels.
- We backtested a trailing-quarter baseline first and rejected it: it would have paid the top tier four times on mean reversion alone.
08Questions
The questions that come up on the first call.
What is the difference between the teardown and the diagnostic?
The teardown is free. It reads your ad accounts, your analytics, your tag manager and your website, and tells you whether what you are being told about your marketing is true and what that is costing. It does not touch your CRM, any data warehouse, or build anything. The diagnostic is a fixed fee. It adds your CRM, so we can show where the funnel leaks, what a customer is worth by segment, and what you should be bidding.
Do we have to fire our ad agency?
No. The default is that they keep running the campaigns and we give them outcome data they have never had. Most do better with it. If you later want us to run the ads, we can, usually at a discount to the incumbent’s rate, because the measurement makes the work cheaper.
What access do you need?
Read-only, always. For the teardown: the ad accounts, the analytics, the tag manager and the website. For the diagnostic: those plus the CRM, or an export of it. Nothing is changed in either. Every credential is tested against a deliberately invalid input before it is trusted, and revoked if we part ways.
What does it cost?
The teardown is free, with no conditions. The diagnostic is a fixed fee. Builds and the retainer are scoped on the call, once the diagnostic has told us what you need. We do not publish list prices for those, but the services page shows what the same work costs bought elsewhere, so you can judge the quote.
How is the performance bonus calculated?
On efficiency gained against your own trailing-twelve-month baseline, per business unit, struck at signature, on an outcome whose definition we agree in writing before we start. We reconcile our count against whatever you already count and show you every difference. The baseline is re-struck if spend moves more than 20% or you change fees or booking channels. We backtested a trailing-quarter baseline first and rejected it: it would have paid out on noise.
Can you move our old website?
Yes, and it is one of the things we do best. Old sites with broken forms and connections move to a modern stack in a couple of months, even at thousands of pages, because the migration is driven by tooling rather than rebuilt page by page. Every old address redirects, rankings are preserved, and the tracking is set up properly from the first day on the new site.
We already run our own admin portal or internal software. Does that help or hurt?
It helps. It means you already own real data and real integrations, and almost always a maintenance burden nobody is holding. We take that on as the technical half of the retainer, and your own software becomes the natural home for the outcome ledger.
We are an agency. Can you do this for our clients?
Yes, under your brand. We deliver the measurement, the reporting and the platform builds your clients ask for and you cannot staff, as your work, in your format. You own the relationship and the pricing. We do not sell generic development capacity.
Will lead volume drop?
Probably, once the platforms start bidding toward value. Enquiries that were never going to become customers get bought less. The success criteria are set before the switch, on held and won outcomes and cost per won, never on lead count.
What if our CRM is a mess?
Expected. Half-used CRMs with empty fields and silent sync failures are the normal starting state. We read what is there honestly, report field coverage as a finding, and specify the four or five fields that would make the analysis routine instead of forensic.
We are a law firm. Can you take a percentage of fees?
No, and we will not propose it. Bar fee-sharing rules apply. The structure for firms is a flat fee plus a performance bonus on an efficiency metric such as cost per retained client or per held consult, structured as a marketing fee and reviewed by your own counsel.
What about sensitive data?
Some verticals carry categories that must never reach an ad platform. We design the exclusions in from day one and enforce them in code with a test per form type, not in a policy document. Income and similar fields are used internally for the value model and never sent.
Who actually does the work?
One engineer directing agents, with the engineer setting direction, reviewing and approving every change. That is how the reference engagement shipped 2,095 commits and 213 merged pull requests, and it is why the teardown returns findings in weeks rather than quarters.
Anchors are market and replacement-cost figures, stated so the quote can be judged. They are not our prices.
Start
Two ways to start. Both are free.
The teardown is a written read of your measurement stack and your funnel, from your own numbers, in about two weeks. The call is thirty minutes to decide whether a teardown is worth doing.