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Guides

The playbooks I use to build growth

12 in-depth guides, one for each part of the growth system. Each covers its topic end to end, with checklists and frameworks you can use straight away.

  1. 01 Growth How Much Does a Fractional CMO Cost in 2026? Fractional CMO pricing in 2026: retainer, day-rate and project models, what drives cost, how it compares to agencies and full-time CMOs, and how to judge ROI. 7 min read
  2. 02 SEO The SEO Growth Playbook: A 12-Month Plan From Audit to Revenue A 12-month SEO roadmap from audit to revenue: foundations, commercial pages, authority, AI search readiness, plus how to staff, budget and report SEO. 10 min read
  3. 03 AI Search How to Get Your Brand Recommended by ChatGPT and AI Search How AI assistants choose sources, and how entity consistency, structured data, reviews and answer-first content get your brand cited. 7 min read
  4. 04 CRO The CRO Audit Checklist: 40 Things to Check Before You Buy More Traffic A 40-point CRO audit checklist covering speed, message match, forms, trust, checkout, mobile and analytics, plus how to prioritize fixes with ICE or PIE. 7 min read
  5. 05 Measurement GA4 & Server-Side Tracking Checklist for Growth Teams A practical checklist for GA4, Consent Mode v2, server-side GTM, Meta CAPI, Enhanced Conversions, deduplication, UTM governance and CRM reconciliation. 8 min read
  6. 06 Shopify The Shopify Growth Playbook: From Launch to Scale A stage-by-stage Shopify growth playbook: theme and speed, tracking, Klaviyo flows, Shopify Markets, PDP and cart CRO, retention and when to move to Plus. 8 min read
  7. 07 B2B SaaS The B2B SaaS Growth Playbook: From Founder-Led Sales to a Repeatable Pipeline A stage-by-stage B2B SaaS growth playbook: ICP and positioning, channels by ACV and motion, demand engine, demo and trial path, pipeline metrics and staffing. 9 min read
  8. 08 AI Automation The AI Marketing Playbook: What to Automate First and How to Build It A roadmap for AI in marketing: how to score workflows, what to automate first, a reference architecture, guardrails, measuring value and a 90-day rollout. 10 min read
  9. 09 Ecommerce The DTC Profitability Playbook: Scale Ad Spend Without Losing Margin A DTC profitability playbook: unit economics, top-down MER and CAC targets, a weekly scale-or-cut loop, and the creative, offer, retention and cash levers. 10 min read
  10. 10 Website Conversion The B2B Website That Sells: Structure, Messaging and Conversion Paths A blueprint for a B2B website that turns traffic into pipeline: page architecture, messaging by awareness stage, conversion paths, routing and measurement. 10 min read
  11. 11 Lifecycle The Lifecycle Marketing Playbook: Email, SMS and CRM From First Purchase to Loyal Customer A lifecycle marketing playbook for ecommerce and SaaS: stage map, data foundation, program architecture, segmentation, offers, holdouts and a 90-day plan. 10 min read
  12. 12 International Growth The International Expansion Playbook: Taking Your Brand Into New Markets An international expansion playbook: readiness, market scoring, entry models, localization, marketing-law checks, a 90-day launch plan and market economics. 10 min read

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