Premier Roofing Company leveraged fractional CMOs to rapidly establish a marketing department, generate significant leads and revenue, and transform company culture from door-to-door sales to a multi-channel marketing approach.

Business Challenge Summary

Premier Roofing, a PE-backed company, faced the challenge of increasing revenue quickly under new CEO Luke Marklin. The mandate was clear: achieve rapid growth and scale operations efficiently. The company needed to establish a strong internal marketing team. Transitioning from a traditional door-to-door sales strategy to a comprehensive multi-channel marketing approach was essential for achieving their ambitious goals.

Hiring a full-time Chief Marketing Officer (CMO) through a typical executive search process would take 4-5 months—time Premier Roofing didn’t have. They required immediate expertise to drive their marketing strategy and execution.

&Marketing’s Approach

After engaging with &Marketing, Premier Roofing realized fractional CMO services would provide a faster, lower-risk solution. This approach allowed them to quickly build a marketing team and start executing their new strategy through:

• A Quick Hiring Process: In less than four weeks, two fractional CMOs, Andrea and Bruce, joined Premier Roofing. Andrea took the lead in building the marketing team, while Bruce focused on developing their digital marketing foundation.
• Customer Research: Andrea and Bruce conducted extensive customer research to inform upcoming branding changes and ensure the new marketing strategies aligned with customer needs and preferences.
• Multi-Channel Marketing System: A robust multi-channel performance marketing system was developed from scratch, transitioning Premier Roofing from reliance on door-to-door sales to a diversified marketing approach that included digital, social, and traditional channels.

The Results

1. Integrated Seamlessly with the Leadership Team

Andrea and Bruce became integral members of Premier Roofing’s leadership team. They attended key meetings and collaborated closely with leadership and staff across the company, ensuring alignment and buy-in for the new marketing initiatives.

2. Increased Lead Generation and Revenue

The new multi-channel marketing strategy generated hundreds of new leads per month. Premier Roofing projected a significant revenue increase, estimated at $3-5 million for the year.

3. Experienced a Cultural Shift

The company experienced a cultural transformation. The sales and operations teams embraced marketing-generated leads, adapting to new processes and ensuring they could handle and convert the influx of new leads effectively.