Strategy
Revenue Optimization & Fractional Growth Leadership
Senior revenue leadership without the full-time hire. We agree on what success looks like, find what's holding growth back, and work the plan with your team.
Revenue problems rarely sit in one department.
Finance owns pricing. Product owns retention. Marketing owns the channels, and whoever built the site owns the funnel. Each team works on its own piece, and nobody looks at the whole picture.
Shawn works across all of it: setting objectives and KPIs, modeling the economics, choosing the change with the biggest payoff, and keeping the team focused on it.
When companies usually call
“We're growing, but margin isn't.”
Revenue is up, and so is the cost of getting it.
“Nobody owns revenue end to end.”
Marketing reports leads, sales reports deals, and finance reports a third number.
“CAC keeps going up and we can't explain it.”
Each channel looks fine on its own. The blended number doesn't.
“We need a plan the board will believe.”
A raise, a new market or a big budget decision is coming, and the numbers need to hold up.
Start by agreeing on the scoreboard
Each engagement starts with four things:
North starThe number the business is trying to move.
Driver treeThe inputs that move it, and which of them you control.
Targets and ownersA target and a named owner for each input.
Review cadenceA weekly and monthly review to check progress and adjust.
Where we look
| Area | What we look at | What you get |
|---|---|---|
| Objectives & KPIs | Metrics that conflict, have no owner, or track activity instead of outcomes | A KPI tree with definitions, targets and owners |
| Funnel economics | CAC, LTV, payback and contribution margin by channel and cohort | A unit-economics model you can plan with |
| Pricing & packaging | Price levels, tiers, bundles and discounting habits | A pricing hypothesis and a plan to test it |
| Retention | Cohort curves, repeat rate and why customers leave | A retention plan tied to lifetime value |
| Channel mix & budget | Where each dollar goes and what the next dollar returns | A reallocation plan with expected impact |
What you walk away with
A KPI tree and metric definitions
A unit-economics model
A 90-day revenue roadmap, ranked by impact and effort
A pricing and packaging test plan
Cohort and retention analysis
A channel reallocation plan
A weekly business review your team can keep running after we leave
Grade yourself
Give each area a grade from A to F. We'd start with the lowest one.
Objectives & KPIs
Does everyone agree on the one number that matters most?
Funnel economics
Can you state your CAC, LTV and payback by channel?
Pricing & packaging
When did you last test your pricing?
Retention
Do you know why customers leave?
Channel mix & budget
If the data told you to move budget between channels tomorrow, would you?
Grade at least one area to see where we'd start.
Talk it through with Shawn →How it works
| Phase | What happens |
|---|---|
| Diagnose (about 30 days) | Data access, interviews with your team, the economics modeled, and the main constraint identified |
| Plan | A prioritized 90-day roadmap with targets and owners |
| Operate | Part-time leadership: weekly working sessions, direction for your agencies and team, and a monthly business review |
| Hand off | When you're ready, we help you hire a full-time leader and hand over cleanly |
You can work two ways. With you: we set direction and priorities, and your team does the work. For you: we also handle execution through Forepoint's other services.
Revenue work in practice
- In-houseLegalZoom
Designed a growth loop across paid and organic traffic, got C-suite approval, and ran a joint roadmap with marketing. The funnel rebuild lifted conversion 13%.
Read the case → - In-houseCBS Interactive
Built a conversion forecast accurate to 3–8% MAPE that finance used for planning.
Read the case → - OwnedFresh Peaches
Owned the P&L, budgets and unit economics of a DTC brand that's profitable on first purchase.
Read the case →
Why not just hire someone?
| Full-time VP | Strategy consultant | Channel agency | Forepoint | |
|---|---|---|---|---|
| Time to start | 3–6 months to recruit | Weeks | Weeks | Weeks |
| Sees the whole business | Yes | Yes | Only their channel | Yes |
| Stays to do the work | Yes | Usually leaves a deck | Only their channel | Yes |
| Commitment | Salary, equity, benefits | Project fee | Retainer | Part-time, adjusts as needs change |
If the problem is on your website…
CRO & Experimentation →Common questions
If yours isn't here, just ask.
What is revenue optimization?
It's the work of lining up a business's objectives, metrics, pricing, retention and channel spend so revenue grows profitably. It sits above any single channel and decides where effort and budget should go.
How is this different from conversion rate optimization?
CRO improves how well your site converts the traffic and offer you already have. Revenue Optimization decides what the traffic, price, offer and targets should be. CRO is often one of the things we recommend.
What kinds of businesses do you work with?
DTC and e-commerce, subscription businesses, SaaS, corporate teams, and local or multi-location businesses. The economics differ, but the method is the same.
How much time does Shawn spend with us?
It depends on the phase. The diagnostic is the most intensive part. After that it's usually a weekly working session with Shawn plus support in between. We agree on it up front, and because Shawn takes on a limited number of clients at a time, the hours are there.
Will you work with our existing agencies?
Yes. Part of the job is giving your agencies clear direction and holding them to the right numbers.
What happens when the engagement ends?
You keep every model, dashboard and plan. If you're ready for a full-time leader, we help you hire one and hand over.
Next step
Tell us what's slowing growth down.
Answer a few questions about your business, then pick a time for a 45-minute intro call with Shawn.