Marketing & Customer Acquisition
A growth engine you can measure, from first click to signed customer.
We diagnose where customers come from, where they drop off, and what each one costs to win. Then we build the positioning, channels, lead generation, and sales handoff that turn marketing spend into predictable revenue.
- 5.0%
- 24%
- 43%
- 33%
Largest leak: only 24% of leads qualify
Signals we look for
Sound familiar?
- S1Most new business still comes from referrals and the owner’s network.
- S2Marketing spend is rising, but qualified leads are not.
- S3No one can say what a new customer costs to acquire.
- S4Leads come in, but follow-up is slow or inconsistent.
- S5Sales and marketing disagree on what a good lead is.
Capabilities
What we do
Positioning & go-to-market
- Market and customer segmentation
- Positioning and value proposition
- Go-to-market and channel strategy
- Marketing plan and budget allocation
Lead generation
- Lead generation programs: search, paid, content, outbound
- Performance marketing strategy
- Website and landing-page conversion
- Partnership and referral programs
Funnel & sales alignment
- CRM and pipeline design
- Lead scoring and qualification
- Marketing automation and nurturing
- Sales and marketing handoff
Measurement
- Attribution and channel ROI
- Customer acquisition cost and lifetime value
- Funnel analytics and conversion benchmarks
How it runs
A typical engagement
- 1
Audit channels, spend, and conversion at each funnel stage.
- 2
Calculate acquisition cost and payback by channel.
- 3
Sharpen target segments, positioning, and offers.
- 4
Rebuild the funnel: capture, qualification, nurturing, handoff.
- 5
Run structured tests and move budget to what works.
- 6
Report weekly on pipeline and revenue, not impressions.
Outcomes
What you can expect
- A pipeline that does not depend on the owner
- Known acquisition cost and payback by channel
- Higher conversion at each funnel stage
- Faster, consistent lead follow-up
- Marketing budget moved to what produces revenue
Specific targets are agreed at the start, based on your diagnostic baseline.
Also available as leadership
Fractional CMO
Not ready for a full-time marketing executive? A fractional CMO from Shermand can own strategy, budget, channels, and the team, and help you hire your permanent leader when the time is right.
Who it helps
Built for your stage
- Founders and startups
- Finding the first repeatable acquisition channels and the positioning that makes them work.
- Mid-sized businesses
- Relying on referrals or the owner’s network, and ready for a pipeline that depends on neither.
- Established organizations
- Spending across many channels without a clear view of which ones produce revenue.
Growth that respects your customers
We design lead generation and automation around consent and data minimization, configure analytics and CRM tools with privacy in mind, and favor honest, specific messaging over tactics that win a click and lose trust.
Other practices
- Growth Strategy & Business DiagnosticsA clear view of where your business stands, where it can go, and the plan to get there.
- Business Transformation & DigitalizationChange how the business works: operating model, digital processes, systems, and the tools that fit.
- Operations & Process ExcellenceLeaner processes, faster operations, and lower cost, measured from the floor up.
- Data & Performance AnalyticsTurn scattered data into trusted numbers, clear KPIs, and better decisions.
- People, Talent & CultureRecruiting, team design, and a winning culture: the right people, in the right roles, pulling in the same direction.
Next step
Let’s look at your business together.
Tell us where you want to take the business. We’ll show you how to get there: bigger, leaner, and more profitable.