Chris Deets
Fractional CMO
100 Days
I’m a fractional CMO and with just 100 days to oversee your marketing, I’ll tell you what’s working, what’s not, what to stop and where to invest for a higher return.
On day 100, you’ll have a clear picture of what your marketing needs, how to staff it and the best marketing architecture to go forward.
The 100 Days
What actually happens, start to finish.
1
Month 1 — CAC, LTV, CAC: LTV | Find the Problems, Start Fixing Them.
We’ll work together on confirming the cost to acquire, cost to keep, long-term values and ensuring your cost to value ratio is as low as it can be. We’ll also run our 200-point forensic within the first week, deliver a report on the opportunities and start fixing the problems.
2
Month 2 — Integration of New Tactics | Comparing Old to New | Confirming the Right Path.
With tactical improvements in place from month one, we confirm they are working and review positioning against market state. We’ll show you the changes are working and help you simplify and focus to drive better results.
3
Days 75–90 — Interpretation and consolidation.
Results from the first two months come back. What moved, what didn’t, and what it means. The picture assembles.
4
Days 90 – 100: Strategic Summary.
A single page: what was found, what was fixed, what has to stay in place to hold it, where new tactics can move the business, and what gets retired or consolidated. immediately it, five directions laid out side by side — four standard ones and one built for the company — so the decision gets made in the room. The closing session is booked on day one
5
Throughout — AI, where it earns its place.
At every step, one question: is AI appropriate and relevant here? Yes or no, then keep going. No hype, and no replacing what already works.
Selected work
Different industries. Same lens.
Restoration, home services, cleaning technology, healthcare, industrial. Brands I’ve helped shape through positioning, messaging, and all the optimization under the hood.
Critical Control Restoration
Commercial Disaster Recovery
Repositioned the brand around proof and control — not faster cleanup. “Built on Trust. Powered by Transparency.” Dramatically increased contact channels; optimized GBP and Local Service Ads; cleaned up reviews, digital consistency, and reputation. Built an AI outbound system that took them from a zero demo rate to 8% — cold, into senior-living facilities directors, one of the hardest audiences there is.
Cregger
Home Services · Plumbing / HVAC / Electrical · An Apex brand
Optimized all digital — including pinpointing the transposed phone number buried in the GBP quietly costing hundreds of calls — updated the complete brand strategy, and cleaned up reputation channels.
Tersano
Cleaning Technology · Consumer & B2B
Created, branded, and marketed a category-creating clean-tech — tap water turned cleaner without chemicals — to homes and businesses alike. Introduced a new market category; executed a B2B, B2C, D2C and B2B2C suite of tactics. Built an evangelist program around a Stanford facilities director — 20 to 30 peers per webinar, about 10% converting to a demo, trial, or sale.
Hazelden Betty Ford
Healthcare · Nonprofit
Built the alumni experience to keep recovery connected, the brand relevant, and health continuing — the belonging side of a mission run on trust.
Apex Service Partners
Home Services · PE-Backed Roll-Up · Regional Branding
Directed digital, traditional, and communication channels across 11 brands in Michigan and Missouri. Partnered with national home-services groups like Generac, Home Depot, and Lowe’s to market directly to consumers.
Tennant
Industrial Equipment · B2B
Copywriting, developing, and executing a suite of strategies to bring premium janitorial products into industrial and consumer channels — including launching a street sweeper against the category incumbent into local governments, won through the dealer channel.
Sites designed and shipped
Strategy is only worth what gets built. Design and build by Mahadi Hasan, who makes custom websites that convert visitors into clients, the other half of this practice.
The Woodmans Arms
Hospitality
A premium site for a place that does three things at once — dining, stays, and events. Sorted the complexity into clear paths so a guest lands and knows immediately which one they came for.
Wint
AI / Technology
A SaaS site for an AI water-management platform. Turned dense technical capability into plain language and let the data tell the story — clean, scalable, and built to earn trust from a technical buyer.
GeekSeller
E-commerce · SaaS
A modern interface for multichannel selling and automation. Took a deep feature set and gave it hierarchy, so a seller sees what the platform does for them before they see everything it can do.
Custom Cabinets
Home & Trade
A visually rich site for a custom shop with a wide service range. Gave each offering its own clear section — craftsmanship on display, without making a buyer hunt for what they need.
The Foxes Photography
Creative · Services
A storytelling-first site built on emotion, landscape, and real moments. Structured the planning side so it’s simple to book, while the work itself does the persuading.
Pretty Like You
Retail · E-commerce
A bold digital experience for a beauty brand — elegance that still converts. Turned a complicated treatment menu into one confident path from scroll to booking.
What I bring
Branding, digital, AI, and more.
AI Integration
The first thing I will check is whether AI is integrated into your marketing systems. AI replaces repetitive marketing tasks, eliminates redundancy, assists in research and data analysis and frees up human time for higher-value strategy.
Digital Audits
A thorough analysis of your digital eco-system focusing on evidence over opinion and highlighting optimal budget allocation.
Branding and Positioning
I’ll analyze your brand, see if positioning is focused on market pain, confirm north star expression and ensure it’s impossible to say no.
Channel and Dealer/Distribution GTM
Overseeing the marketing and selling of exceedingly technical products through the people who invent them and actually move them.
B2B, B2C, D2C and Channel
From plant floors to travel and retail shelves — experience across B2B, B2C, B2B2C and D2C.
Direct to Consumer
From hospitality at AmericInn Hotels by Wyndham to Healthcare at Hazelden Betty Ford and the new-category Tersano iClean Mini, experience in D2C is the foundation of this 200-point forensic approach.
My approach
Evidence first. Opinions last.
Marketing advice is often heavy on opinion and light on strategy.
As a forensic marketer, I start by looking into the areas others miss: the insights hidden in the data, the unpopular but obviously relevant channels, and where your current allocations sit against the pattern in your category. Then I work backward, identifying the few moves that will change the numbers that matter. I won’t pile on more tactics. I find what’s already working, name what’s quietly costing you, and lay out the true picture clearly enough that the next decision makes itself.
The things that signal whether marketing works are almost always the things no one is measuring. I find where the results are hiding — and what spending should be stopped.
Three steps to forensic marketing
1
Find the evidence. Shine a light on the data, the channels, the money, and the benchmark of how the best in your category actually operate.
2
Highlight the signals. The few things carrying the business, the few draining it, and the gap between them.
3
Tell the story. A clear picture and a short list, sorted by urgency, in language you can act on without a translator.
How I translate the findings
Every strategy, channel and tactic gets a verdict.
Not every channel deserves your money. A Google Business Profile can be worth ten times a billboard, and the budget should say so. In a forensic analysis, each tactic earns one of four ratings — so the report sorts itself and you know where to start.
Forensic Findings
Sorted by urgency
- Cable sports sponsorship
Critical Leak
- Paid search — brand terms
Yield Gap
- Google Business Profile
Blind Spot
- Local Service Ads
Your Best
The evidence, sorted by urgency — so you know exactly where to start.
- Critical Leak
The money belongs somewhere else. Stop.
- Yield Gap
Working, but underperforming. Fix it.
- Blind Spot
Competitors own this. Take a look.
- Your Best
The 20% driving your 80%. Fund it until it stops returning.
About
Chris Deets.
Let’s make your marketing authentic, innovative and different. Let’s make it stand out from the noise so people remember it. And deliver your message where the people who need you will find it.
Contact
chrisdeets@gmail.com Or 952-715-8766
Chris Deets · Forensic Marketing & Branding
A two-person practice, with Mahadi Hasan · It’s time to trust your marketing.