Fractional CMO Leadership
The senior marketing brain your company needs, at the fraction of the cost it can actually afford.
Omnichannel Growth
Omnichannel Growth Consulting
You are not running six channels. You are running six departments that happen to share a customer.
The Problem This Solves
Channels get managed by whoever owns them, measured by metrics that flatter them, and optimised in isolation. Paid bids against your own organic listings. Email re-sells customers retail already converted. Retargeting spends heavily on people who were going to buy anyway. Each channel reports a healthy number, every one of them claims the same conversion, and blended acquisition cost quietly climbs while everyone celebrates.
Typical EngagementDelivered inside a Core Marketing CMO retainer, or scoped as a standalone project.
See pricingOmnichannel growth consulting treats acquisition and retention as one system with a shared budget, shared measurement, and an explicit role for each channel. The work is deciding what each channel is actually for, where the overlaps are wasting money, and how a customer should experience the brand as they move between them — then holding the whole thing to a blended number rather than six flattering ones.
What’s Included
Six things that actually change.
01
Channel role definition
What each channel exists to do — acquire, convert, retain, or defend — so they stop duplicating each other.
02
Overlap and cannibalisation audit
Where paid is buying traffic organic already owns, and where retargeting is paying for inevitable conversions.
03
Blended economics
One acquisition cost and one payback period across the whole system, not per channel.
04
Cross-channel journey mapping
How the customer actually moves between touchpoints, including offline and sales-assisted paths.
05
Budget allocation model
Spend distributed by marginal return across channels rather than by last year’s split.
06
Consistent message architecture
One positioning expressed appropriately in each channel instead of six teams improvising.
Engagement Shape
How it runs.
Phases overlap in practice, but this is the shape of the work and roughly when each part lands.
What You Should Expect
- Lower blended acquisition cost without cutting total spend
- Channels that reinforce each other instead of competing internally
- Budget allocated by marginal return rather than historical precedent
- One consistent brand experience across every touchpoint
| Phase | Deliverable |
|---|---|
| Week 1–2 | Audit every active channel: spend, role, measurement, and owner |
| Week 3 | Overlap analysis and blended economics across the full system |
| Week 4 | Channel role definitions, journey map, and a reallocated budget model |
| Ongoing | Quarterly reallocation as marginal returns shift between channels |
Answers
Questions about omnichannel growth
No. Multichannel means being present in many places. Omnichannel means those places behave as one system with shared data, shared measurement, and a coherent customer experience across them. Most companies describing themselves as omnichannel are running multichannel with a nicer word attached.
Both, though the channels differ. In B2B the system includes paid, organic, email, events, partner, and sales-led outbound — and the cannibalisation problem is if anything worse, because outbound and inbound routinely touch the same account while claiming credit separately.
Blended acquisition cost and blended payback across the whole system, with channel-level metrics kept as diagnostics rather than scorecards. The moment a channel owner is compensated on their own attributed conversions, they will optimise for claiming conversions rather than creating them.
Sometimes, though more often it means changing what a channel is for and how it is measured. The usual finding is not that a channel is worthless but that it is being paid to do a job another channel already does better and cheaper.
Related
Works alongside
Interim CMO Leadership
Your CMO left. The executive search will take six months. Marketing cannot sit still for six months.
CMO Consulting
Sometimes you do not need a marketing leader. You need one hard question answered properly, once.
Next Step
Find out what your marketing is actually costing you.
Every engagement starts the same way: a straight conversation about your growth plateau, your current spend, and whether a fractional CMO is genuinely the right answer for you. If it isn’t, I’ll say so.
Free 30-minute call · No pitch deck · Direct answer either way