top of page

My Approach

Digital marketing fails when it’s disconnected from business strategy — not because teams lack skill, but because the organisation has not considered the operational model, how to measure impact back to business objectives and long term thinking 

​

Most companies don’t have a digital marketing problem. They have an alignment problem that shows up in digital marketing.

 

When marketing, e-commerce and media operate with different objectives, budgets and decisions, digital marketing becomes short term focused and tactics driven. Leadership discussions focus on spend and activity, not growth or outcomes.

The Method & Signal Philosophy

Method & Signal is a leadership-level approach to making digital marketing commercially relevant.

​​

  • The Method is how digital marketing works inside your business — structure, governance, decision-making, incentives and capability.

​

  • The Signals are the indicators or metrics that show whether digital marketing is aligned to the business and measuring progress.​

The Problem Most Frameworks Miss

Traditional digital marketing frameworks focus on what to do: channels, technology, performance optimisation.


They assume execution is the issue.

 

In reality, the biggest barriers to impact are organisational:

  • Fragmented structures across marketing, e-commerce and media

  • Misaligned KPIs and incentives that create internal competition

  • Unclear ownership of customers, budgets and decisions

  • Power dynamics that make alignment difficult to sustain

  • Measurement focused on activity rather than business outcomes

 

Most consultancies work around these constraints. I treat them as the work.

How I Diagnose and Build Alignment: From Method to Signal

1. Clarity — Setting Direction

Digital marketing has a defined commercial role and shared priorities.​

  • Teams understand why the work matters, not just what they’re doing

  • Objectives are anchored to business outcomes, not channels

  • Conflicting priorities are resolved through clear trade-offs

  • ​Without this clarity, businesses fall into wasted spend, misaligned activity, stalled growth and persistent internal conflict — even when the teams themselves are capable.

​

How I Help:
A clear mandate for digital marketing — what it’s accountable for, how it supports business goals, and how teams prioritise effort.

2. Connection — Structural Alignment

Teams, budgets and decisions are joined up rather than siloed.​

  • Marketing, e-commerce and media work to shared priorities

  • Ownership and decision rights are explicit

  • Cross-functional conversations are constructive, not territorial

 

How I Help:
Operating models and governance that align teams, clarify ownership, and reduce friction caused by structure and incentives.

3. Capability — Building Confidence

Teams can make decisions and execute without constant oversight.

  • Less reliance on external direction

  • Clear understanding of how activity links to outcomes

  • Leadership trusts teams to deliver

 

How I Help:
Internal capability through frameworks, training and decision tools — so confidence is embedded, not borrowed.

4. Commercial Impact — Identifying The Right Signals 

Digital marketing shifts from activity reporting to business-driven insight:

  • Measurement focuses on revenue, margin, growth, and customer value, not just channel volume or short-term efficiency.

  • Leadership conversations move beyond spend and activity, emphasizing confidence in impact and direction.

  • Digital marketing becomes part of strategic business discussions, not a separate reporting stream.

  • Decisions are informed by signals that link marketing activity directly to tangible business outcomes.

​​

How I Help:

I define the signals that matter most, connect them to business outcomes, and embed them into leadership reporting and decision-making — ensuring teams can act with clarity, confidence, and accountability.

5. Continuity — Signals of Momentum

Ensure progress is sustained, not reset, as priorities, markets, or your teams evolve:

  • Operating rhythms ensure regular, structured review and course correction.

  • Teams maintain progress independently, reducing reliance on external guidance.

  • Momentum is reinforced through the organisation’s processes, so alignment persists over time.

​

How I Help:

I establish the frameworks and the operating rhythms that make alignment and performance focused — so progress compounds and digital marketing continues to drive business outcomes long after the engagement.

“I had been running my digital strategy on a DIY basis but soon discovered it was piece-meal and not joined up.
 
Simon worked with me on a consultancy basis and was excellent at taking the time to understand my objectives and create a coherent strategy for my online presence.

This involved being smart about what keywords I wanted to be found for online and finding around the competitive search terms that I was unlikely to be ranked for.

The result is a more strategic approach to my digital marketing that is helping increase my online presence and authority"

Andrew, Founder of Neligan Financial, UK

Get in Touch

Discover how we can help you connect your digital marketing strategy to business goals and build the framework to deliver sustainable growth.

Thanks for submitting!

bottom of page