Set Direction

The most common reason marketing underperforms isn't execution — it's lack of direction. Teams run campaigns, attend events, and create content without a clear commercial strategy connecting activity to revenue.

I set the strategic compass for marketing and commercial teams so that every campaign, hire, and budget decision ladders up to revenue targets.

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The Problem

You'll recognise the symptoms:

• Activity without strategy — the team is busy, but nobody can explain how this quarter's work connects to revenue targets
• Channel sprawl — you're doing a bit of everything (SEO, paid, events, outbound) but nothing exceptionally well
• No shared KPI framework — marketing measures MQLs, sales measures meetings, finance measures revenue, and nobody agrees on what "good" looks like
• Reactive execution — the team responds to requests instead of executing against a plan

The root cause is structural: nobody has set a clear commercial direction that the whole team can align behind.

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How I Approach This

1. Revenue Decomposition

I start from the revenue target and work backwards — what pipeline is needed, from which channels, at what conversion rates, with what budget. This gives the team a mathematical foundation for planning.

2. Channel Prioritisation

Not every channel deserves investment. I audit your current channel mix, identify which channels have the highest ROI potential for your specific market, and recommend a focused allocation.

3. KPI Architecture

I define the metrics that matter at each level — executive dashboards, marketing ops metrics, and campaign-level KPIs — so everyone is aligned on what success looks like.

4. Execution Cadence

Weekly standups, monthly reviews, quarterly planning, and annual strategy — I set up the rhythms that keep the team accountable and adaptive without creating meeting overload.

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What You Get

• Growth Plan — A structured growth strategy aligned to your revenue targets, channel mix, and market position
• Channel Mix Recommendation — Prioritised channel allocation with budget ranges and expected ROI
• KPI Dashboard — Defined metrics at executive, department, and campaign level
• Team Cadence Framework — Meeting rhythms, review templates, and accountability structures

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Who This Is For

• Companies between 11–200 employees who need senior marketing leadership but can't justify a full-time CMO
• Firms scaling past founder-led sales into structured demand generation
• Teams with marketing execution capability but no strategic direction
• Boards or leadership teams who need a clear commercial plan to present to investors

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Related Products

• Fractional CMO — Ongoing senior commercial and marketing leadership engagement
• GTM Messaging — Positioning and message architecture for websites, sales surfaces, and campaigns
• Workshops — Short-form working engagements for teams, founders, and leadership groups

Related Use Cases

• For Leadership — Set direction, align teams, and plan next steps
• For Marketing Teams — Clarify messaging, sharpen proof, and improve conversion

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→ Book a Consultation — Let's build a plan your team can actually execute.

Or email directly: tim@hiretimothysolomon.com