Marketing Map · a diagnosis of the 5 layers
Each layer only performs as far as the one below allows. The Marketing Map diagnoses all five, shows which one is holding back the others and delivers a 90-day plan, in three weeks.
Start with the Marketing X-Ray — free →
The problem
You invest in marketing every month and can’t say how much of it turned into clients.
You’ve switched agencies, channels or websites — and the results stayed the same.
Your best clients came from referrals, and you don’t know how to repeat that on purpose.
You produce content consistently and can’t tie any of it to a sale.
You have plenty of marketing ideas and no criteria for deciding which comes first.
When people ask why they should choose your company, the answer changes depending on the day.
None of this was a lack of knowledge. No one taught you that marketing has an order — not the agency, paid to execute the top layer, nor the consultant who sold you the channel of the moment. You did what everyone does. The problem is that everyone starts in the wrong place.
And if you already suspected the problem wasn’t the vendor: you were right.
What changes
“I know something isn’t working in my communication, but I don’t know exactly what.”
“Now I understand what’s misaligned, what needs to change and where to start.”
What it is
Marketing works in order: each layer only performs as far as the one below allows. The Marketing Map assesses all five and identifies your bottleneck — the lowest layer, limiting everything that comes after it.
The rule is fixed: the bottleneck is always the lowest-numbered layer among those with the lowest score. That’s what lets me say “stop investing in this channel” as a method — not as an opinion.
▲ The five layers · (read from bottom to top)
How you know what worked — and what each new client cost.
How you reach them, consistently and without depending only on you.
How value is communicated to the decision-maker — in their words, not your jargon.
What you sell, with scope, price and organized proof of results.
Who you are the obvious choice for — and why it isn’t about price.
No layer performs beyond what the one below allows. That’s why the diagnosis starts at the base — not the channel.
What you get
The score for each layer and the bottleneck identified, with the scale that classifies each score.
What the deep-dive revealed about why the lowest layer got to this point.
What to fix first and what can wait without harm — in layer order.
The next steps with deadlines, in the order that makes sense for where the business is now.
The cut recommendation. What’s consuming money without building anything.
How it works
25 questions, five per layer, on a 0–5 scale. It comes before the meeting on purpose: I arrive already knowing where it hurts, and you don’t spend an hour answering what you already know.
It’s not for collecting information — the questionnaire already did that. It’s for challenging the scores and hearing the story behind the lowest one. The score says where it hurts; the conversation says why.
I analyze your website, social channels, materials, sales pitch and direct competitors, applying the 5-Layer Method to your scores. The heavy lifting isn’t yours.
A live presentation of the diagnosis and the 90-day plan, with room to discuss each decision. You receive the report at the end.
Who leads
For over 20 years I’ve worked in communication, marketing and creative direction, helping companies turn business goals into positioning, communication and brand presence.
Over that time I noticed a pattern: the strongest projects don’t start with execution. They start by understanding where the company wants to go, what it needs to communicate and which decisions make sense at that moment.
That experience gave rise to the 5-Layer Method — the structure behind the Marketing Map.
Who it’s for
Scope
Investment: book a meeting to learn more.
I take on 3 diagnoses per month. The initial call is free, with no commitment.
Frequently asked questions
I present the price in the initial call — the same number looks expensive or cheap depending on what already leaves your account every month. In the call I look at your situation, tell you whether the Marketing Map is the right step and show the investment alongside that comparison. No cost, no commitment.
Traditional consulting analyzes, recommends and wraps up — and each consultant does it their own way. The Marketing Map is instrumented: always the same 25 questions, the same scoring scale and the same bottleneck rule. That’s what makes the recommendation defensible, rather than a well-written opinion.
No. The Marketing Map delivers direction — what to change, in what order, and what to stop doing. Execution can be done by your team, vendors or partners. If after the diagnosis it’s clear you’re missing someone to lead this on an ongoing basis, we can talk about Marketing Direction.
About two and a half hours of your time in total: 30 minutes for the questionnaire, 60 minutes for the deep-dive, and the review. None of it is bureaucratic form-filling — the questionnaire comes first precisely so I don’t spend the meeting asking what you already know. The analysis is done by me, outside your schedule.
Great — the diagnosis confirms or refutes it with numbers. But watch the direction: in most cases the problem the owner points to sits in a higher layer, and the cause sits in a layer below. Those who think the problem is the channel usually have their bottleneck in positioning.
There’s the Cut Guarantee: every diagnosis ends with at least one cut identified — something the company is paying for and doesn’t need to keep paying for. If I don’t find one, the second half isn’t charged. Since payment is half upfront and half after the review, you decide with the report already in hand.
You leave with the 90-day plan and execute it — with your team, vendors or whoever you prefer. At 30 days we have a 20-minute check-in to unblock whatever got stuck, and at 90 days we retake the Marketing X-Ray to compare scores. If it’s clear you need someone leading on an ongoing basis, that’s when it makes sense to talk about Marketing Direction — with numbers in hand, not gut feeling.
It works for established service businesses — consultancies, firms, clinics, tech companies, specialized providers. What matters isn’t the industry: it’s having a defined offer, paying clients and someone who makes marketing decisions without needing a committee.
Next step
Five layers, a score for each, the bottleneck identified and a 90-day plan — in three weeks, backed by the Cut Guarantee. Start with the free x-ray: it takes five minutes and you’ll already know where to look.