A revenue number you can defend to the board, line by line
This is the work I am known for. Spend tied to real, collected revenue, so decisions stop being guesses. Built with automation, not a dev team.
Free means free. You keep the findings whether or not we work together.
Most marketing reporting is a lead count and a spend figure with a story stretched between them.
When there is a revenue number, it usually comes straight out of the CRM and gets divided by spend, which counts money you have merely been promised as money you have earned. For any business with churn or long contracts, that number is fiction, and someone presents it to a board every month anyway.
Encore Kitchens lived exactly there. A joint venture, a shareholder slide read closely every month, and a marketing return that was honestly a guess. The ads were the easy part of that engagement. The hard part was earning a number the room could trust.
Collected versus projected: the honest ROAS.
I connect spend to closed-won revenue and build attribution that names the campaigns and keywords producing actual customers. Where the standard ROAS would lie, I build the honest version. For Encore that meant a churn-adjusted model splitting revenue into two buckets. Collected is money already in the business: contracts from paid campaigns that have actually been paid, no forecasting, just cash received. Projected is what is realistically still to come: the months left on each live contract, with a churn rate applied per customer type, because a young startup behaves nothing like an established brand.
Add them, divide by spend, and you get a return that survives scrutiny. Theirs came out at 28x, and the point is not the size of the number. The point is they can defend it line by line to a board that reads the slide closely.
"You went above and beyond, particularly on the reporting, which is not easy. It's complex data with a lot of caveats, and you built a really robust reporting system that's valuable and we use every day. Gold standard service."
Geir Darge, Head of Growth, Encore Kitchens
Developer-grade reporting without the developer team.
The attribution and lead-status overhaul inside Sendcloud as it scaled. Dashboards that go into executive and board meetings. All of it built with AI-driven automation, which is why you get a developer-grade reporting system without hiring developers or waiting two quarters for one.
Reporting built to justify the marketing tends to flatter the marketing. I build the reporting you run the business on, because I am the single point of contact accountable for the number. If the number embarrasses the ads, the number wins, and I fix the ads.
Want a number you can defend?
Tell me what number you report and how it is built, and I will tell you if it holds up, free. For anyone taking a marketing ROI figure to shareholders while quietly unsure it would survive one hard question.
Free means free. You keep the findings whether or not we work together.