01
Scout
Find where your buyers already read, gather, attend, and take recommendations. Real names, real contacts, not a category list.
How It Works
One accountable chain, from audience research to the number in your dashboard.
Off-platform advertising breaks when responsibility is spread across marketing, finance, creative, vendors, and analytics. I make the chain visible, then own the parts that usually fall between teams.
Operating Model
Five stages, one owner.
This work is specific enough to need judgment and repetitive enough to deserve a system. Every stage produces something you can review, not a status update.
02
Evaluate
Normalize audience fit, reach, pricing basis, lead time, operational effort, and how measurable each option honestly is.
03
Procure
Work the vendors, read the media kits properly, negotiate the package, and push it through your procurement and finance process.
04
Deliver
Own copy, creative, file specs, landing pages, tracking, approvals, and the third-party deadlines that never move.
05
Report
Wire tracking before launch, verify it ran, reconcile whatever the publisher sends, and land the numbers inside your own reporting stack.
The Real Problem
The inventory exists. The internal capacity to use it almost never does.
Most teams can generate a few ideas in an afternoon. Very few can run a disciplined off-platform program while keeping paid acquisition, launches, sales requests, and reporting moving.
- Inventory is scattered across publishers, associations, venues, events, and local operators with no shared index.
- Nothing prices the same way. CPM, flat sponsorship, per-send, per-package, per-print-run. Good luck comparing them.
- Media kits are stale, incomplete, or written to survive a sales call rather than a decision.
- Audience claims arrive with no methodology, so you are grading self-reported numbers.
- Vendor onboarding, W-9s, insurance certificates, and finance approval eat weeks nobody budgeted.
- Every placement wants different copy, a different file spec, and a different deadline.
- Launch confirmation is a favor you have to ask for, and publisher reporting is whatever they feel like sending.
- Nobody internally owns the whole chain, so it becomes a side project that quietly dies.
Measurement
Reporting built into your workflow, not attached to an email.
Stage five is where most off-platform programs quietly die, so it gets the most attention. Tracking is designed during the negotiation, not improvised after the ad runs, and the output arrives in your systems rather than as a separate PDF.
Tracking built before the buy
Naming conventions, UTM taxonomy, vanity URLs, QR codes, promo codes, and call tracking decided during negotiation, not bolted on after the ad runs.
Your channel taxonomy, not mine
Off-platform placements inherit the source, medium, and campaign structure your analytics already uses, so they sort next to paid search instead of piling into direct traffic.
CRM objects that actually close the loop
Campaign records in HubSpot or Salesforce so a conference sponsorship shows pipeline and closed-won, not just clicks.
A normalized delivery table
Publisher PDFs, screenshots, and attendance counts turned into consistent spend, delivery, and outcome rows your BI or warehouse can read.
Honest lift, where lift is possible
Geo holdouts, pre/post reads, and clean spend feeds for your MMM. Where a channel genuinely cannot be attributed, I say so instead of inventing a number.
Delivered on your cadence
Results arrive in your weekly reporting rhythm and your existing template. No separate off-platform PDF that nobody opens.
Reporting lands where you already look
- GA4
- Adobe Analytics
- HubSpot
- Salesforce
- Looker Studio
- Tableau
- Power BI
- Snowflake / BigQuery
- Your MMM vendor
- The Monday exec deck
What I own
Publisher research, media-kit interpretation, vendor outreach and negotiation, package comparison, procurement and finance coordination, creative specs and deadlines, launch verification, and the reporting that follows.
What this isn’t
Not a self-service marketplace, not an ad network, not a dashboard with an invented inventory count. It is hands-on research and execution, priced as a service, and honest about which placements can be measured well and which cannot.