Senior online marketing consultants for ecommerce and SaaS
Online marketing consultants who examine the system, not just the channels
The term “online marketing” covers everything from SEO and paid media to email automation and conversion optimisation. It is a useful umbrella. It is also the reason businesses end up with five agencies, three platforms, two dashboards, and no one carrying the whole commercial picture.
When online marketing is managed channel by channel, each channel can look productive in isolation while the commercial system as a whole underperforms. SEO may be generating traffic. Paid media may be generating clicks. Email may be generating opens. Yet pipeline quality is flat, conversion is softening, and the CEO cannot get a straight answer on which investment is actually working.
That is a system problem. We examine systems.
Why online marketing consulting fails to deliver
The standard model for online marketing consulting is channel-specific. You hire an SEO agency for organic. A paid media agency for acquisition. A CRO consultant for conversion. An email platform with a managed services layer. Each provider optimises their channel. Each provider reports their metrics. Each provider defends their numbers.
The problem is that nobody is examining the commercial system those channels sit inside. Nobody is asking why three channels are claiming credit for the same conversions. Nobody is checking whether the traffic the paid agency is driving has any intent to convert. Nobody is testing whether the leads the SEO content generates are leads the sales team actually wants.
When online marketing is fragmented across providers, the reporting looks productive and the revenue tells a different story. That gap is where we work.
What online marketing consulting looks like at system level
Attribution across channels
We examine how value is assigned to touchpoints across your online marketing channels. Most attribution models are politically convenient rather than commercially accurate. We identify where channels are overstating contribution and where the real drivers are being undercredited.
Handoffs between marketing and sales
Online marketing generates demand. Sales converts it. The handoff between those functions destroys more revenue than any channel inefficiency. We examine the handoff: lead definitions, qualification criteria, feedback loops, and the silent agreements that prevent honest conversation.
Vendor and agency governance
Most businesses have more online marketing vendors than they need, contracts that incentivise the wrong behaviour, and reporting that makes the vendor look good without making the business operationally stronger. We examine what each vendor actually delivers versus what they cost.
Technology utilisation
The average mid-market business uses 20 to 40% of the features in its marketing technology stack. The rest is cost without value. We examine what tools you have, what you actually use, where duplication exists, and where the stack is creating friction rather than removing it.
Reporting integrity
We examine whether the numbers your online marketing operation reports are trustworthy. Dashboards can look clean while the underlying data is compromised by double-counting, misattribution, or metrics that measure activity rather than commercial outcome.
How the engagement works
We start with a Marketing MRI: a fixed-fee, six-week structural examination of the commercial marketing system. We interview leadership, review data and reporting, examine the handoffs, and identify where value is leaking. The output is a grounded diagnosis with sequenced recommendations.
If ongoing support is warranted, we provide Senior Oversight: monthly strategic oversight from two senior operators. Direct access. No junior layer. No account manager between you and the people doing the thinking.
We target ecommerce and SaaS businesses in the £20M to £250M revenue range. Banking and fintech, PE portfolio companies, and the German Mittelstand are secondary segments. The pricing is transparent and the engagements end with the client in a better operational position, not one that has developed a financial dependency on us continuing.
If your online marketing looks productive but feels uncertain
The answer is rarely more activity. It is a clearer read on what the system is actually doing. Start with a conversation. If the problem turns out to be channel-specific, a specialist will cost less and we will say so.