Revenue you already own
Your data, audience, call volume, declined applicants and unmonetized traffic, priced honestly. Sometimes the answer is that nothing here is worth building yet.
Revenue Systems CMO
When paid acquisition stops producing collected revenue, I trace the break from spend to bank deposit.
For consumer businesses doing at least $3 million a year or spending at least $50,000 a month to acquire customers online or by phone.
- Tenure
- Since 2007
- Currently
- Partner and CMO across three companies
Currently taking diagnostic work
Who I work with
- Healthcare01
- Senior products02
- Insurance03
- Subprime and credit04
- Financial services and debt05
- Legal and mass tort06
- Home services and solar07
- Nutra and GLP-108
- Precious metals09
- Travel10
- Call centers11
- Lead generation companies12
- Marketing and performance agencies13
If the model depends on paid media, calls or lead flow, the same diagnosis applies.
You already have customers, revenue and acquisition spend. I find where paid demand is being marked up, mishandled, misreported or lost before collection.
You have the offer, the customers and the revenue. I bring an independent view across media, lead sources, funnels, calls, sales outcomes and reporting.
We only build what the evidence says to build.
This is probably for you if
You already have a functioning acquisition engine, real spend and enough volume that small conversion problems have become expensive ones.
TYPICALLY, YOU MEET AT LEAST ONE OF THESE THRESHOLDS
- Generating at least $3 million in annual revenue
- Spending at least $50,000 per month on media, leads, data or customer acquisition
- Closing customers online, through a sales team or through a call center
- Working with multiple agencies, lead sources, publishers, platforms or internal teams
- Willing to open the marketing, sales and revenue numbers so we can settle the argument
You may be trying to
- Repair an acquisition engine that used to work
- Understand why cost per sale is rising
- Buy media, leads or data more directly
- Fix what happens after the lead arrives
- Connect marketing spend to closed and collected revenue
- Introduce practical AI workflows into marketing, reporting or call review
- Monetize data, traffic, audience or call volume you already own
This is probably not for you if
- You are pre-revenue or still validating whether the market wants the basic offer
- You want a junior freelancer to complete miscellaneous marketing tasks
- You only need someone to operate one ad account with no strategic oversight
- You want marketing to absorb responsibility for operational problems it cannot control
- You need accounting, corporate finance, legal or company-wide sales-operations consulting
Smaller companies are not automatically ruled out. Acquisition complexity, data access and the value of the decision matter more than either threshold alone.
Liz Stone
The problem
Each department is right about its own slice.
The explanations are confident, and they contradict each other. Everyone can see inside their own department. Nobody can see all the handoffs.
Media
Says the call center is burning the leads.
The call center
Says lead quality fell off in March.
Sales
Says marketing is sending the wrong buyers.
Reporting
Lives across enough systems that nobody can settle the argument.
“The failure almost never lives inside a department. It lives in the seams between them, and that is where I start.”
Start here
Owners usually call me for one of these six reasons.
Something is breaking
Something valuable may be sitting idle
Recognize one of these? Request a Revenue Triage Call.The actual offer
What does the business actually need?
Most businesses know the outcome they want. They do not necessarily know which capability will produce it.
Do you need a better call center or better leads? Human agents or AI agents? Different creative or a stronger offer? A funnel rebuild or just reporting you can trust?
Sometimes the answer is a new partner. Sometimes the thing you were about to buy is not the problem at all. Bring me the objective or the symptom, and I will tell you what to build, what to buy, who belongs in the room and how we will know whether it worked.
Acquisition
Paid media, publishers, registration paths, co-registration, email, affiliates, licensed data and direct lead sources.
Offer and conversion
Offer strategy, positioning, copy, creative, funnels, landing pages and conversion testing.
Contact and close
Call centers, AI voice agents, telecom, routing, sales process, scripts, dispositions, outbound outreach, remarketing, follow-up and sales handoffs.
Measurement
Tracking, attribution, source-level economics, call analysis and marketing reporting tied to closed and collected revenue.
Monetization
New offers, existing data, declined applicants, audiences, traffic, call volume, publisher relationships and underused assets.
Not sure which of these you need? That is the question I answer first, before anyone spends money on the wrong fix.
Liz Stone
What I do
Diagnose, repair, grow.
In that order. I find out what is actually happening, fix what is already broken, then add volume. We identify the constraint before investing in a fix.
01
Diagnose
I trace where the money is actually made, where it leaks out and whether the underlying evidence holds up.
- Source-level economics built on closed and collected revenue, not lead count
- What the call center is doing to media you already paid for
- Where deals die between the handoff and the close
- Source integrity: lead origin and whether consent evidence remains available across handoffs.
02
Repair
I fix the parts of the marketing and customer-acquisition system that are suppressing performance.
- Funnels and landing pages built around how the business actually closes
- Tracking that connects spend to closed and collected revenue
- Call routing, disposition and follow-up problems that are wasting paid demand
- AI-assisted workflows that reduce manual reporting and review work
03
Grow
Once the system can carry more volume, I add revenue that still holds up on the sales floor and in the bank account.
- Paid social, search and native media evaluated against sustainable unit economics.
- Publisher, affiliate, co-registration and registration-path volume
- Offers built around how the team actually closes
- New revenue from existing data, audience, traffic, call volume or operational assets
Source integrity work is not a legal compliance audit. I identify evidence gaps and operational risk. Legal determinations are referred to qualified counsel.
The upside
I find two things: revenue you are losing and revenue you already own but have never priced.
Recovering what is leaking is the floor. The upside is finding the value already sitting inside the business.
Buy direct instead of through a broker
Direct access to media teams, publisher networks and data sources, plus the training to run those buys yourself at a fair rate with source-level visibility.
No referral fees or volume-based compensation on introductions.
AI workflows your team can operate
Marketing, analytics and sales workflows built around real work: reporting, call reviews, creative and lead scoring. Your team can operate them after I leave.
Remarketing funnels that finish the sale
Most businesses pay for demand once, then let it cool. I build the follow-up: capture, segmented remarketing, email and SMS, and second-chance offers.
When a piece of the work needs a specialist, I bring one in from operators I already know and trust: media buyers, publisher and registration-path networks, telecom and call-center operators, data and attribution people, and AI and development talent.
Technical capability
Build and diagnose in the same week.
I use technical tools to shorten the time between a business question and a verified answer. Depending on the need, that can include SQL analysis against your data, reporting layers, platform integrations, lead-flow schemas, internal tools and automation.
The goal is not custom software for its own sake. It is faster validation: less exporting, fewer handoffs and a clearer view of what is actually happening before a larger decision is made.
How I work technically- Data analysis and SQL
- Reporting and source-level measurement
- Platform and API integrations
- Automation and scheduled workflows
- Lead routing and operational tooling
- Landing-page and DNS implementation
Why Liz
One person who has worked inside almost every part of the chain.
Experience across the acquisition chain, from the call-center floor to the media buy.
- In performance marketing and customer acquisition since 2007
- Founder and CEO of LizDev, Inc., CMO of two performance marketing companies, partner in a third
- Former CMO of a financial business with approximately 100 salespeople
- Approximately $12 million in consulting revenue since 2016, on referral alone
- Consulted call centers on sales, outreach and remarketing
- Began answering phones in a call center at 21
- Builds working reporting and operational tools using SQL, Postgres, GitHub and APIs
- Hands-on across media, calls, data, funnels, reporting and attribution
I started answering phones in a call center at 21. It taught me early that a lead does not become revenue because a dashboard says it was delivered.
Read the longer versionEngagements
Start with a conversation. Go further only if the numbers say to.
Advisory tells you what you likely need.
A diagnostic independently proves what is happening.
Implementation means I build it, not hand you a deck.
Orientation
Revenue Triage Call
You describe what the numbers are doing and what each team blames. I tell you whether I recognize the pattern and which engagement, if any, is justified. Roughly half the time the answer is that a paid diagnostic is not justified yet.
Advisory
Executive Marketing Systems Advisory Session
You bring the decision. I review the materials and give you a direct recommendation on what you actually need, which is sometimes no additional vendor at all.
You leave with
- A clear diagnosis of the decision in front of you
- What to build, buy, change or stop
- The type of partner or internal capability required
- Specific next steps
- Relevant introductions when appropriate
- A concise written summary after the session
If the answer requires independent analysis across sources, campaigns, calls or systems, I will recommend a diagnostic instead.
Advisory
Ongoing Executive Marketing Advisory
A standing second read on the decisions that move real money, without handing over the whole marketing function. Most months that is a working session or two, a read on the numbers and a second opinion before you sign a vendor.
Cadence is agreed up front. I am not running your campaigns day to day.
Diagnostic
Focused Single-Funnel Diagnostic
One channel and one funnel, independently traced from source through conversion.
Includes
- Source and lead-quality analysis
- Tracking and attribution review
- Call disposition or on-page conversion analysis
- Close-rate and collected-revenue economics
- Written findings
- Prioritized recommendations
- Leadership findings review
Required access is agreed before work begins. If the problem sits outside the agreed funnel, I identify that boundary rather than expanding the project without approval.
Flagship diagnostic
Diagnostic
Full Customer-Acquisition System Diagnostic
Media, data, funnels, call handling, sales outcomes and reporting.
Includes
- Reconstructed acquisition economics
- Source-level performance against closed and collected revenue
- Funnel and handoff analysis
- Call-center and sales-conversion review
- Attribution and marketing-reporting reconciliation
- Vendor and partner assessment
- Source-integrity and consent-evidence review
- Prioritized 30, 60 and 90 day repair plan
- Executive findings review
If the answer is to stop buying media and fix the call center, I will write that down, even if it costs me the media work.
Implementation
90-Day Marketing and Growth Repair
Implementation of the highest-impact findings, with me inside the work and accountable for the plan, execution and measurement.
Implementation
Fractional CMO and Customer-Acquisition Leadership
Ongoing leadership across the acquisition system: strategy, media and lead-source oversight, funnels, reporting, call-center handoffs, vendor management and AI implementation.
I don't replace your CFO or your head of sales. In some engagements, the work has replaced lead brokers, arbitrage middlemen, agency retainers or reporting vendors by helping the internal team take on the capability directly.
Fractional engagements still require
- Executive sponsorship
- Access to relevant marketing, sales and collected-revenue information
- Authority to work across marketing vendors and customer-acquisition partners
- A clear internal owner for sales, call-center and operational changes outside my direct control
For investors and acquirers
Acquisition-Channel Diligence
For private equity firms and strategic buyers that need an outside read on whether a target's growth engine is durable, dependent on a single source or priced on results that are unlikely to repeat.
Diagnostic pricing is fixed and posted so you know what you are buying before we talk. Introductions to vetted media, telecom, data and development partners are included at no additional cost.
Revenue triage call
Revenue Triage Call
Describe the symptom, not the diagnosis. Tell me what the numbers are doing and what each team says is causing it.