Fractional CMO Leadership for Service Businesses Ready to Scale
A hands-on Chief Marketing Officer, embedded in your business 10 hours per week, owning strategy, KPIs, vendors, and execution. Not advisory. Not a one-off audit.
Built for $3M+ service businesses with active marketing spend and multiple vendors.
*3-month minimum engagement. Limited capacity.
Stop Managing Marketing Through Agencies. Get a CMO.
You don’t have a tactics problem.
You don’t have a channel problem.
You have a leadership and accountability problem.
The General’s Table puts a Chief Marketing Officer inside your business to:
Own the marketing plan
Set and enforce KPIs
Direct vendors and internal resources
Tie spend directly to revenue outcomes
Clarity without execution does not scale revenue.
Most owners already have reports, dashboards, and agencies. What they don’t have is a single person accountable for decisions, priorities, and outcomes week after week.
The General’s Table exists to solve that.
No more “we’ll look into it.”
No more vendor finger-pointing.
One plan. One scorecard. One owner.
Why Most Home-Service Owners Stay Stuck
After reviewing 200+ companies, the same pattern shows up:
Most owners don’t have a single source of truth for marketing ROI.
Vendors know you’re too busy running jobs to dig deep, so they send shiny reports that sound impressive but never answer the question: Which dollars actually worked?
The Result?
No single owner of the growth plan
Vendors operating independently without shared priorities
KPIs that don’t connect to cash flow
Decisions made monthly instead of weekly
No one empowered to hire, fire, or reallocate spend
This is not an agency problem. It’s a leadership gap.
See Marketing ROI as Clearly as Job Profitability
At The General’s Table, marketing is run like an operating system:
Weekly Scorecards
Sprint planning and reviews
Clear priorities tied to revenue
Fast decision-making based on signal, not opinion
What You Get With The General’s Table
Clarity. Control. Confidence in your marketing decisions — plus a short preparatory phase to gather everything we need before your session.
First 30 Days: Functional Marketing® Systems Map
Full assessment of strategy, channels, attribution, and spend
Clear KPI scorecard tied to revenue
Identification of leaks, constraints, and leverage points
Delivered within the first 30 days
Weekly Fractional CMO Leadership
10 hours per week embedded in your business
Weekly Sprint Planning and Review calls
Quarterly Planning calls
Daily stand-ups with your team when needed
Decisions made in real time, not after the quarter is over
Full Authority Over Marketing Execution
Hire, train, evaluate, and remove vendors or contractors
Direct internal marketing hires
Reallocate budget based on performance
Enforce standards and timelines
How Engagements Work
Most home-service companies aren’t failing because they’re bad at what they do — they’re failing because their marketing system isn’t accountable.
Steps:
Fit Call to confirm revenue, scope, and alignment
Engagement begins with a 3-month minimum
Functional Marketing® Systems Map delivered in first 30 days
Weekly execution, planning, and accountability thereafter
Who It’s For
Good Fit If:
$3M+ in annual revenue
$10k+/month marketing spend
Multiple vendors or channels in play
Owner wants accountability, not ideas
Not a fit if:
You want a one-time audit
You want cheap consulting
You are unwilling to change vendors or internal roles
You want tactics without leadership
Investment Starts at $5,000/month, depending on scope
Alternative structures available (E.g. - Lower Retainer + Revenue Share)
Request a Seat at The General’s Table
If we’re a fit, I’ll outline how the first 30 days would look and whether an engaged fractional CMO makes sense for your business.
The General's Table Report - FAQs
Your Queries Answered: Unlocking Marketing Insights for Success
What does a fractional CMO do week to week?
I operate as your Chief Marketing Officer. Week to week that means setting priorities, reviewing performance against KPIs, directing vendors and internal resources, making budget decisions, and removing blockers. The focus is execution and accountability, not advice or deliverables that sit on a shelf.
How is this different from an agency?
An agency executes a slice of marketing. A fractional CMO owns the whole system.
I decide what should be worked on, in what order, and why. Agencies report to me. I am accountable to you for outcomes, not activity.
Do you replace our vendors?
Usually no. I manage them.
If a vendor is underperforming, misaligned, or unnecessary, I will recommend changes. If a vendor needs to be replaced, I handle the transition. The goal is performance, not disruption.
What happens after the first 30 days?
The first 30 days establish the baseline. You receive a Functional Marketing® Systems Map, a clear KPI scorecard, and defined priorities. From there, we move into weekly execution, sprint planning, and optimization based on real performance data.
Why a 3-month minimum?
Real change requires momentum.
The first month establishes clarity and structure. The following months are where decisions compound and results show. Anything shorter optimizes for activity, not outcomes.
How is success measured?
Success is measured by movement in the metrics that matter to your business. Lead quality, conversion rates, revenue contribution, cost efficiency, and clarity of decision-making. If marketing is easier to manage, more predictable, and more profitable, it’s working.
