Strategy for mid-market businesses with long sales cycles
Since 2018 I have been building marketing where the deal does not close on the first visit. I count the money the enquiries turn into, not the enquiries.
If demand caps out below what you expect, I will say so on the first call rather than six months in.
work
2024 Euromedservice, multi-specialty clinic Nobody knew what a patient cost Five contractors ran the clinic's marketing and each one reported its own clicks. What a patient who actually reached the appointment cost, nobody knew. I built end-to-end analytics - the kind that shows which ad the paying client came from, not just which ad produced an enquiry - and started there rather than with the advertising: a third of the campaigns produced clicks and no patients, and half the calls never turned into a booking. my part: strategy, end-to-end analytics, decisions on channels and budget a ruble of marketing came back as three rubles of revenue 2024 three months Vasiliev Bronze Foundry I picked what to sell before switching the ads on The foundry wanted to test online demand, and I started not with advertising but with the question of what to put in the window. I chose made-to-order casting: a ready-made piece and a commissioned one differ severalfold in price, and in a shared test they cancel each other out. my part: strategy, choice of direction, analytics, work with the sales team The project was stopped by the owner's personal circumstances: the test got as far as proving demand, but not the long distance. demand held up; the test was shorter than the deal 2025 Kamskaya Mekhanika, engine rebuilding The report added up, and the orders came in bursts The advertising was running and the orders arrived unevenly. Before touching the campaigns I walked an enquiry the whole way, from the ad to the card in the CRM - and found two breaks at once. Form submissions from the landing pages never reached the CRM, and the managers did not know they existed. The telephony was broken separately: some calls did not get through either. I fixed both in two days, and orders steadied before anything changed in the advertising. my part: found where enquiries were being lost, built the analytics, split the advertising into two segments it became visible which advertising brings paying clientsClient references available on request.
how I work
Until calls land in a CRM there is nothing to count. I ask for the tracking to be fixed first and only then talk about budget: without it any spend is a guess with a good-looking report attached.
I do not work with online-course businesses, whatever the budget. Beyond that the industry does not worry me: the vocabulary differs, the arithmetic does not.
what I take on
positioning · the customer journey online and offline · audits of marketing and the sales funnel
Yandex.Direct · VK ads · marketplaces and business listings · lead quality, not only lead volume
end-to-end analytics: Roistat, UIS, Comagic · call tracking · Yandex.Metrica · Bitrix24 and amoCRM · a report that reconciles with the till
Make and direct API links between ads, CRM and telephony · scheduled exports · scrapers for collecting data
Underneath all of it is a technical base: I write the developer brief myself. AI and scripts stay inside the work rather than on the service list - collecting data, sorting enquiries, reconciling figures that live in different systems.