About
Michael Figueroa, founder of Fig River Consulting
I've worked with thousands of business owners to put systems in place that track what they do and what it produces. I helped build a marketing agency that served all kinds of businesses and landed on the Inc. 5000 two years in a row.
That work showed me where most money gets lost: in the gap between marketing and sales. Leads come in, nobody follows up well, and nobody can say what the marketing really brought back. So I focused there.
Today I build working systems and software for owner-run companies: CRMs set up right, follow-up that happens, reports that show money, and custom tools where off-the-shelf ones don't fit. My favorite part is bringing clarity to something murky and watching it grow.
I wrote Sales Fundamentals (And How to Not Waste Money on Marketing) to put the basics in plain English.
I live in Franklin, Tennessee with my wife and two daughters. When I'm not working, we're hiking or drinking (a lot of) coffee.