Start with the revenue. Work backward through every system that touches it.
It's the discipline I learned working for Jay Abraham, and I've practiced it for 30 years: begin with the commercial outcome, trace it back through the marketing and technology behind it, and create the systems that connect them. I do it as an outside advisor, alongside the team you already have. Clients call me Kirker; by the second week, so will you.
Three patterns I see in nearly every company.
Attribution gaps
Marketing reports one set of numbers and sales reports another. Neither is wrong, and both are incomplete, so the true cost of winning a customer is a number nobody has seen yet.
Disconnected systems
Tools bought over the years, each doing its job, few of them talking to each other. Every team works hard with its own version of the truth.
Decisions without evidence
The data to make a better call usually exists. What's missing is a way to put it in front of the right person at the moment they decide.
None of these is a failure of the people involved. They live in the connections between teams, which is where I spend my time. The Terminix and home services case studies show the first two patterns fixed; VPI shows the third.
What the work has looked like.
A regional window and door company spending $160K a month on advertising, with no tracking.
Tracking, a CRM and call center software, created with the company's team, plus a full revenue architecture around them.
A pet insurance website earning $330K a year from 1,355 applications.
With VPI's team, a rebuilt ecommerce pipeline: separate portals for pet owners, policyholders, veterinarians and breeders.
Terminix's parent company asked for a heat map of where its direct mail landed.
A closed-loop system connecting each mail piece to a personal web page and call center routing, with individual-level attribution.
Four ways in.
Every engagement works with the team you already have. Most start with the diagnostic; a single decision can start with a strategy session.
Strategy Session
Ninety minutes on one decision, opportunity or problem, with a written summary afterward. Money-back guarantee, and the fee is credited in full toward any engagement that follows.
What to expect, and the termsRevenue Architecture Diagnostic
A diagnosis of how your strategy, technology and revenue connect, with fixes ranked by revenue impact. Credited toward a retainer if you continue within 90 days.
Advisory Retainer
I work inside the decisions that matter most, with your executive team: weekly sessions, access at inflection points and a quarterly performance analysis.
Market Entry Intelligence
For a funded startup, or an established company entering a new market or launching a product: market sizing, a customer survey, competitive analysis and a go-to-market read, with every claim checked against its source through Rathvane. Single board-level questions can be scoped on their own.
What's included, and the termsCompanies at an inflection point.
- $10M–$100M in revenue, with a growth ceiling the numbers don't explain
- Preparing for an acquisition and needing a system that holds up in a data room
- Entering a new market, or migrating the technology the business runs on
- Buying AI and wanting to know it will pay off
Find your growth ceiling. Ten minutes.
If there's a fit, the next step is a 90-minute diagnostic conversation at no charge.