The Fractionator × 8 SIGNAL
Marketing plan • August 2026 – January 2027. Built from six months of working together, your V/TO, and where you've said you want to be by January. Read the whole plan in two minutes; the detail is here when you want it.
"January 2027, I want two clients. I want to work two days a week, and then the rest of the time I want to be working on referral revenue." — Forrest, July 10
Where you're going
Everything below is aimed at one thing: you deliberately doing less client work while the business makes more. That only works if the other three pillars produce. Marketing's job for the next six months is to make them produce.
$900K gross: $778K fractional/coaching, $72K fractional referral, $25K playbook, $25K commissions. The plan's revenue lanes map to these four lines.
You shed the mastermind, the national chapter role, and NwBA to protect focus. This plan follows the same rule: it never adds Forrest-hours. It adds system-hours.
Zero revenue expected, by design. It exists to raise your rates and widen your influence, so the plan treats it as the authority moment of the half.
You ran your own SEO/AI-visibility audit in April. Its verdict: the old site was "a business card, not an authority document." The new site fixed the foundation; this plan finishes the job and measures it.
February – July, reviewed
Six months ago: a $300 WordPress site, a Gumroad link, and no way to measure anything. Today: an owned, measurable, automated marketing system — built while your revenue engine shifted from selling your hours to selling your system.
The Fractionator chosen and shipped: identity, logo, cards, signatures. Three fragmented properties consolidated into fractionatorhq.com, live in July.
Your real voice mined from your posts, videos, and podcast appearances into a working voice profile — every piece of copy since sounds like you, not like a consultant.
Playbook repriced $2,500 → $500 and sales restarted immediately. AMA → HubSpot → Stripe → auto-delivery: the Playbook now fulfills itself while you sleep.
Fresh analytics property, six form conversions, and $495 purchase tracking wired end to end. For the first time, every marketing dollar can be scored.
Founders get founder pages and sequences; integrators get theirs. A blueprint per audience, enforced across every page, email, and lead magnet.
Two lead magnets built (ROI calculator for founders, pipeline diagnostic for operators), audited and three fixes from live. Founder Journey mountain graphic fully briefed for design.
The plan, compressed
Everything in the next six months rolls up to one of these.
Six months of weekly meetings, never one quarterly. It sets the marketing rocks and measurables and fills in the marketing V/TO — with proposed targets walking in the door, not a blank page.
Full-funnel baseline across analytics, HubSpot, LinkedIn, AMA-to-Playbook conversion, and the referral pipeline — plus an AI-visibility re-score against your own April audit. The before/after proof for the whole half.
The integrator journey got mapped in March and never written down. The founder journey has never been mapped at all. One working session closes both, and it becomes the spine of the content engine.
Fix the three lead-magnet blockers, build the post-AMA content system (six pieces of value content per AMA), and ride the book launch as September's authority moment.
You have more integrator supply than founder demand, and every placement and referral dollar depends on founders showing up. The founder campaign feeds your placement intake — not your calendar.
The revenue-cascade system becomes the marketing scorecard, reviewed every L10, with its weekly metrics and Friday data pulls. Marketing work enters through the L10 before it ships, so the whole team rows in sequence.
Quarter one
Sets rocks, measurables, and the marketing V/TO. On the agenda: the referral fee structure, the Q3/Q4 revenue targets ($24K / $48K proposed — they sum to your $72K V/TO line), the primary lead magnet, and your time-allocation model.
Full-funnel baseline, one scorecard out the other side. Includes the AI-visibility lane: schema, FAQ depth, and whether an AI asked "who's a fractional integrator in the Southeast?" now has something real to cite.
Founder journey mapped from zero; integrator journey written down and refreshed against the four pillars. Output lands in both blueprints. Can share a 90-minute block with the quarterly session.
Fix the quiz scoring, the calculator slider, and the missing analytics events; add link-preview images; launch both pages — founder tool and operator tool, each pointed at its own audience.
The authority moment: LinkedIn sequence, AMA tie-in, podcast circuit, site placement. Built to raise rates and widen reach, not to sell books.
The structure you asked for in July: every AMA becomes six pieces of value content, repurposed across LinkedIn and YouTube. Brand-building, never pitchy.
Marketing tasks enter through the L10 agenda before they ship, and the revenue cascade becomes the scorecard reviewed every week — the cascade measures Playbook and matchmaking; this plan stays the umbrella over all four pillars.
Mountain graphic to the designer, old-domain redirects verified live, LinkedIn playbook reviewed and shipped or killed. The plan starts clean.
Quarter two
Campaign built off the founder value journey: the mountain graphic and ROI calculator as the front door, symptom-language content that founders recognize themselves in, routed to placement intake.
Marketing wrap for the network: positioning, the application flow on the site, and a member-communication cadence that keeps 120+ integrators warm.
Playbook #2 ("how to operate as a fractional COO") has been on your list since January. You write it; the launch framework from Playbook #1 is reusable, so marketing readies the funnel while you write.
Score Q1's rocks against the diagnostic baseline. Keep what produced, cut what didn't, set Q2 rocks.
By January the machine — placement demand, referral revenue, playbook funnel — funds the shift to two clients, two days. A December review confirms it or flags it early.
How we keep score
The cascade already defines how a stranger becomes a signed deal, stage by stage. It becomes the official marketing scorecard: weekly numbers, pulled every Friday, reviewed in the L10. Marketing owns awareness through action; sales owns discovery through signature.
Illustrative flow: it takes a hundred aware to sign one. Which is exactly why awareness volume is a marketing number, not a vanity number. (Bar length compressed for readability; the counts carry the data.)
ICP reach ≥1,430 • page visits ≥50 • lead captures ≥10 • sales ≥1 • revenue ≥$750.
Founder reach ≥1,150 • intake forms ≥3 • warm intros ≥1.4 • signed placements ≥0.5 — about two placements a month.
Referral fee structure. 20% of monthly retainer, or the 22%/2% split that includes operations.
Q3/Q4 targets. $24K and $48K proposed — together they hit the $72K referral line in your V/TO.
Primary lead magnet. Which tool owns the home page: readiness scorecard, ROI calculator, or the diagnostic quiz.
Your time model. Confirm the allocation that keeps you in relationships only — content input and warm intros, nothing operational.
The seat going forward
Websites, tracking, automation, funnels — the construction phase is behind us. What this plan needs from the marketing seat now is exactly what you asked for in June: more strategy, fewer wrenches. Running the cadence, owning the scorecard, directing the people who produce, protecting the two audiences from ever blending, and keeping every marketing dollar pointed at the four pillars.
That was the promise on day one. This plan is that promise, at the whole-business level. Let's go get January.