Ad spend was flat, but ad sales dropped 35%. I audited every lead, listened to sales calls, and put in a new follow-up process with message templates and coaching. Close rate on organic leads went from 17% to 37%, about $1M more a year, plus over $100K more a quarter from ads.
Read the case studySales, marketing and operations systems
Know what's working. Stop wasting money on what isn't.
Your marketing, your sales follow-up and your day-to-day operations should work as one system. I set it up right, so every lead gets worked, every dollar is tracked to money in the bank, and your team has one list to run from.
Marketing
Sales
Operations
One system
Sound familiar?
“I can't tell what's working.”You spend every month on ads and an agency, but can't tie it to money in the bank.
Leads slip through the cracks.Missed calls, slow callbacks, estimates nobody followed up on. They hired someone else.
“The leads are bad.”Marketing blames sales, sales blames marketing, and nobody can show what really happened.
The CRM nobody uses.You paid for the software. It never got set up right, and the team is back on spreadsheets.
Three ways to work together
I do the work, not just give advice. Every engagement ends with a system your team actually uses.
Start here
Sales and marketing assessment
I go through your leads, follow-up, sales calls, reports and tools, then hand you a written plan: what's working, what's wasting money, and what to fix first.
$2,500 flat · credited toward a build if you start within 30 days
See what's includedMost clients
System build
We put the plan into action. I set up your CRM right, build the dashboards and any custom software, and write down your sales process. Every week we meet on one shared list until it's built and your team is using it. Once sales runs, it can grow into one operating system for the whole company.
From $5,000 a month
How the build worksGrowth stage
Fractional CRO
When you're still the only one who can sell, I step in part-time to lead revenue: write the playbook, hire and manage the sales team, and own the numbers.
Custom engagement · scoped to your team and goals
About fractional CROHow it works
- 1MeasureReal numbers on leads, follow-up and closed deals. Where the money goes and what it brings back.
- 2BuildTools set up right, simple enough to use every day, and a written process your team follows.
- 3Work it weeklyOne shared list and a weekly working session. We move it forward and fix what breaks.
- 4ExpandPut more money behind what the numbers prove works. Cut the rest.
Who I work with
Owner-run companies doing real volume, where everything still runs through the owner.
- Contractors, remodelers and design-build firms
- E-commerce and parts sellers
- Product makers and manufacturers
- Agencies and service firms
Results
They cut marketing to get “better” leads and sales got worse. The real issue: the team spent months chasing people who were never going to buy. We changed follow-up to spot and drop those fast. Sales rose up to 200% with no change in lead quality.
Read the case studyNo lead tracking, so they couldn't tell if ads paid off. We set up tracking, fast repeat follow-up, sales call training and a weekly review. Ads turned out to be very profitable; they raised spend and paid-ad sales rose 430%. Overall sales rose 105%.
Read the case study“He has helped our team stay accountable with our sales, leads and tracking system. He has helped us identify areas in sales and marketing that needed to be tweaked and was 100% on point!”
“Not only is Michael a pleasure to work with, he has provided invaluable insight and training in the management of our leads. We truly feel that he is part of our team.”
The book
How to not waste money on marketing
How to track what your marketing brings back, how fast to follow up, how to run a pipeline and train a sales team. Plain English, no jargon. Read the mindset chapter free.
Common questions
How do I know which of my marketing is actually working?
Track every lead from where it came from to whether it closed and for how much. Then compare money in to money spent, by channel. The assessment sets this up first, before you spend another dollar.
I'm getting leads but not sales. Is it the leads or my follow-up?
Usually you can't tell until someone looks at both. I go through the leads and listen to the calls. More often than not, the fix is in follow-up speed and process.
Do I need a new CRM?
Often not. Most owners already pay for one that was never set up right. I fix what you have when it fits, and only switch when it doesn't.
What is a fractional CRO?
A part-time head of sales and revenue. It's the step between the owner doing all the selling and hiring a full-time sales leader. Each engagement is scoped to the size of your team.
How is this different from a marketing agency?
An agency brings leads. I build the system that tracks those leads and turns them into closed deals, so you can see what any agency or ad is really worth.
Who you'd be working with
I'm Michael Figueroa. I've worked with thousands of business owners to put systems in place. I helped build a marketing agency that landed on the Inc. 5000 two years in a row, then turned to the gap between marketing and sales, where most money gets lost.
Today I build working systems and software for companies that want to grow on purpose. I live in Franklin, Tennessee with my wife and two daughters.
More about me