The frameworks, methodologies and proprietary tools I've built and refined across four operating agencies and fifteen years of running marketing campaigns. Each one is documented in detail — partly so my own teams can reference them, partly so other operators can learn from what's worked.
Most agencies treat their methodology as a trade secret — a way to keep clients dependent and prospects in the dark. I think that's backwards. Documenting the methodology publicly does three useful things at once:
So this page is the working library of what I've built — organised from the operating layer that spans every agency, down to the tools used inside specific verticals.
The single operating principle that runs through all four agencies: agree the outcomes in writing before work starts, and back the work with a commercial guarantee. Different markets get different guarantee structures. The discipline is the same.
Patient growth defined in writing for each engagement, with measurable thresholds and a money-back trigger if we don't hit them. Underwritten by the P.A.T.I.E.N.T. Framework, Slotify, Repuboost and Intellilens working together.
KPIs agreed in writing before work begins. If we don't hit them, we refund the management fee. No long contracts. The guarantee forces every campaign to be set up properly from the start.
Contractors only pay for verified leads. No retainer. No charge if we don't deliver. The model removes the fixed-cost risk that's stopped most contractors from investing in marketing.
A $2,000-equivalent audit on every initial conversation, with full transparency on multi-channel reporting throughout the engagement. The commitment is to visibility, not just outcomes.
The pattern is intentional. Agencies that won't underwrite outcomes either don't believe in their own work, or are running a model that doesn't produce reliable enough outcomes to underwrite. We refuse to be either.
Each agency has its own playbook for the market it serves. The vertical-specific frameworks below are what make the universal operating model underwriteable.
A seven-step operating system for healthcare marketing. Built into Pracxcel's engagement model.
Practice diagnostic, market analysis, AHPRA-compliance posture, baseline measurement.
SEO, Google Ads (Search and LSAs where applicable), Meta Ads, Google Business Profile and local visibility.
Review profile (via Repuboost), credentialing, compliant social proof, website trust architecture.
Booking flow (via Slotify), online intake, appointment reminders, no-show prevention, CRM data.
Retargeting, email nurture, content for the prospective patient's research phase.
Recall campaigns, post-treatment follow-ups, value-led education for the existing patient base.
Cost per booked appointment, cost per attended appointment, lifetime patient value, postcode penetration, review velocity. Surfaced in real time through Intellilens.
The operating model that makes pay-for-leads underwriteable for home-services contractors.
The number of leads we can deliver is bounded by the contractor's actual service area and operational capacity. We model both before signing.
Three channels that compound for local high-intent service queries: organic local visibility, paid local search, and reputation that lifts both.
Every lead is tracked, attributed and verified before it's billed. The contractor sees exactly which marketing dollar produced which job.
Built into the engagement: a contractor website purpose-built for the call-to-action, the local-search ranking and the trust signals that drive booked jobs.
How Conquerra structures every engagement to make the money-back KPI guarantee real.
Most digital marketing agencies treat KPIs as something to report on. Conquerra treats them as the constraint that shapes the entire engagement architecture. The sequence is fixed:
The architecture is what allows the guarantee. Without it, the guarantee is just a sales line. With it, the guarantee is the operating constraint that makes everything else honest.
Skyward serves twelve-plus industries with different sales cycles and conversion paths. The attribution stack is what makes that breadth honest.
Different industries, different lead-to-revenue lag, different channel mix. A real estate enquiry converts on a six-month cycle. An e-commerce purchase converts on the same session. A trades enquiry converts within hours of the first phone call. Reporting all three on the same generic dashboard hides more than it reveals.
Skyward's multi-channel reporting layer pulls in data across paid media, organic search, email, social, and analytics platforms — and surfaces it through industry-specific dashboards that match the way each business actually converts. One client view, not five tabs. Real-time, with the metrics the operator can act on rather than the metrics that look good on a deck.
Most generic marketing software doesn't fit specialist workflows or regulatory constraints. So we built our own — used inside specific agencies and shared where they apply.
Our patient-booking automation layer.
The boundary discipline is the entire point. Slotify is an admin layer, not a clinical layer.
Compliant review automation, deployed across two industries.
Reviews are the highest-leverage local-ranking factor on Google. They're also the hardest to systematically generate without crossing into spam, fake reviews, or — for healthcare — non-compliant patient testimonials.
Repuboost is the system we built to do it properly. It requests reviews from real customers at the right moment in their journey:
Repuboost has moved client review profiles from "below the local average" to "the leader in the postcode" within months — and the resulting lift in local search rankings compounds over the years that follow.
Real-time reporting that surfaces what actually matters.
Most agency dashboards are designed to make the agency look good. Intellilens is designed to surface the numbers an operator actually needs to see — every day, in real time, without buried tabs or vanity charts.
The view is configured per industry. A Pracxcel clinic sees cost per booked appointment, cost per attended appointment, postcode penetration and review velocity. A Trade Pulse contractor sees verified leads by service and source, cost per lead, and conversion to booked jobs. A Skyward client sees the channels and metrics that match their specific industry sales cycle. A Conquerra account sees the agreed KPIs against threshold, with the refund trigger visible at all times.
What's deliberately not on any dashboard: impressions, generic "engagement" numbers, follower counts, ranking-position averages. Numbers that don't drive a decision the operator can act on.
Through one of the four agencies, or as a fractional CMO engagement directly with me.