Percentify Notes · October 2024
Why we keep founders close
Founder involvement keeps strategy connected to execution. Keep decision makers close enough to hear what the work is teaching.
By Michelle Leir · Published · Updated · 6 min read
We work directly with the people who make decisions. It is not a service tier, it is how we avoid the slow drift between what was agreed and what gets built. As a digital marketing agency Canada clients return to year after year, we have found that proximity to the founder consistently produces better work than a layered account structure ever has.
Context does not survive relaying
The detail that changes a campaign is often a sentence a founder says in passing about a customer, a margin, or a season. Passed through two layers, that sentence disappears. Heard directly, it changes the plan the same week. This is one reason a marketing agency Ottawa business chooses often matters less than how closely that agency actually listens.
Decisions happen faster
When the person who can approve a change is in the conversation, tests start days sooner. Over a quarter that difference is larger than most optimisation work, whether the test involves online advertising Canada budgets, a new email sequence, or a change to the site itself.
Accountability runs both ways
We commit to specific work and specific dates, and we ask the same about follow up and capacity. Marketing results depend on both sides, and being close makes that honest instead of awkward. This also keeps our small business marketing Canada clients involved enough to notice when an internal process, not the marketing itself, is the thing holding growth back.
It keeps the strategy grounded
A strategy written far from the business tends to drift toward what is fashionable rather than what is true for that specific company. Staying close to the founder keeps a content marketing strategy honest, because it has to survive contact with someone who knows the customers personally and will say so when a plan does not match reality.