Spend is up. Useful enquiries are not.
Reports show activity, while sales, enquiries or another business priority keeps moving the wrong way.
Independent marketing advice for business owners
Get a clear view of what your marketing spend is producing.
Smashed Avo works on your side of the table, reviewing SEO, paid media, websites and suppliers against the business outcomes they are meant to support.
Start with a one-off Health Check. You can keep your current suppliers.
Senior-led by John Dwyer Since 2018 working with Australian businesses 5.0 Google rating Across channels websites, SEO, paid media and ecommerce
The oversight gap
You receive reports. You still do not have the answer.
Channel reports can all look busy while the owner is left to decide whether the combined spend is helping the business.
Every supplier has a different answer.
SEO, paid media and website reports explain each channel. Nobody connects them into one commercial view.
A large decision is due.
A renewal, rebuild or bigger budget is being proposed and the evidence is not clear enough to judge it.
The decision keeps coming back to you.
Meetings create more questions and the owner remains responsible for sorting out priorities and trade-offs.
The missing role is often senior judgement on the owner's side. Someone who can connect the reports, ask useful questions and help make the next decision visible.
Book a marketing oversight callThree levels of help
Start with the smallest useful engagement.
Most owners should begin with the Digital Marketing Health Check. Choose Marketing Oversight when you retain marketing leadership and want independent senior advice. Fractional CMO fits when John needs delegated authority to coordinate the plan, people, suppliers and decision rhythm.
01 Recommended first step
Digital Marketing Health Check
An independent review before you renew, rebuild or spend more.
- Best for
- A one-off decision where you want a clear outside view.
- Engagement
- Fixed scope, quoted before work begins.
What you receive
- Supplier, channel, spend and goal overview
- Evidence gaps and priority risks
- Questions to take back to suppliers
- Continue, clarify, pause or investigate decision list
- Practical next-step plan and readout with John
Boundary: A decision review rather than an exhaustive audit. Campaign and website changes are outside the engagement.
02
Owner-side Marketing Oversight
Independent senior advice while you retain marketing leadership.
- Best for
- You retain marketing leadership and want an outside view across spend, suppliers and regular decisions.
- Engagement
- Monthly advisory with an agreed cadence and initial review period.
What you receive
- Plain-English owner briefing
- Supplier report and meeting review
- Prepared questions and decision points
- Action and accountability register
- Priority, brief and budget advice
Boundary: Day-to-day channel management, production and unlimited meeting attendance are outside scope.
03
Fractional CMO
John takes responsibility for coordinating the marketing function.
- Best for
- The organisational load needs leadership across an internal team, suppliers and delegated decisions.
- Engagement
- Monthly leadership scoped around accountable coordination, team load and decision rights.
What you receive
- Marketing direction tied to business priorities
- Quarterly planning and budget recommendations
- KPI and reporting model
- Supplier briefing and performance management
- Leadership for internal and external marketing teams
Boundary: Specialist delivery stays with the best-fit team. Decision rights and availability are documented before work begins.
The work product
Useful documents for the next decision.
Your Health Check includes these practical working documents, built from the supplier material and evidence you share.
Supplier and spend map
See who owns each channel, what it costs and which business goal it supports.
Evidence gaps
Know which claims are supported and where reporting needs to improve.
Meeting questions
Take specific questions into the next supplier conversation.
Decision register
Record what to continue, clarify, pause or investigate, with an owner and due date.
Next-step plan
Put the useful work in order and make clear what can wait.
Owner-side advice
Clear rules keep the advice useful.
Marketing Oversight should help you work better with capable suppliers. It should not become a quiet sales path for replacing them.
Your suppliers can stay
The work can support your current team and suppliers. A replacement is not required.
You see the working documents
The advice, evidence gaps, questions and decision record belong to you.
Execution is separate
Any Smashed Avo delivery is optional, quoted separately and approved by you.
Advice stays useful
Recommendations should remain usable when another internal or external team delivers them.
How it works
Four steps from scattered reports to a clear decision.
- 01
Bring the current picture
Share the business priorities, supplier scopes, spend, reports and the decisions that are creating uncertainty.
- 02
Review the evidence
We connect the available channel information to enquiries, sales, margin, retention or the business decision in front of you.
- 03
Make the decisions visible
You get the gaps, questions, trade-offs and actions in plain English, with a practical order of work.
- 04
Keep the right level of support
Stop after the Health Check or agree a support rhythm that matches the organisational load, meeting cadence and decisions involved.
Your adviser
You work directly with John.
John Dwyer founded Smashed Avo in 2018 and leads the strategy and client relationships. His work spans websites, SEO, ecommerce, reporting and the suppliers behind them.
The value here is practical commercial judgement across the whole picture. Channel specialists can keep doing the specialist work. John helps you connect their advice to the business priorities, ask the right questions and record the decision.
There is no claim of instant expertise in your market. We begin with your goals, customers, economics, current commitments and available evidence.
Fit
Useful when the decision matters and the picture is messy.
- An established business with active marketing spend and decisions that need a clearer owner view
- You want evidence and decisions instead of another report
- Leadership can share goals, access and commercial context
- Your suppliers can participate professionally
- You only need someone to run one channel
- No owner or executive sponsor is available
- There is not enough evidence or access to review the work
- You want a guarantee or instant verdict without context
Questions
What to know before booking.
The first call is a fit conversation. Scope, access, timing and the fee are agreed before any review or ongoing work begins.
Will you replace our current agency or suppliers?
No replacement is required. The Health Check and ongoing Oversight can work with your current team. Clearer briefs, agreed measures and faster decisions should help capable suppliers do better work.
How can the advice be independent if Smashed Avo also delivers marketing work?
Advice and execution are scoped separately. Smashed Avo does not award itself work without your approval, and recommendations should remain useful if another supplier delivers them.
What access and information do you need?
We begin with business goals, supplier scopes, spend, reports, meeting notes and a short owner interview. Access to analytics and marketing accounts helps where it is available. We will state any evidence limits in the review.
What is the difference between the Health Check and ongoing Oversight?
The Health Check is a one-off decision review. Ongoing Oversight adds a monthly rhythm for reports, supplier meetings, accountability, priorities and material budget decisions.
When does a Fractional CMO make sense?
It suits a business where the organisational load needs accountable marketing coordination. John leads the internal team, coordinates suppliers and works with delegated authority and clear decision rights. Most owners should start with the Health Check.
What does it cost?
The Health Check is fixed scope and quoted before work begins. Ongoing support depends on supplier count, access quality, meeting load, reporting maturity, team size and breadth of responsibility.
Can you join supplier meetings?
Yes, selected meetings can be included in ongoing Oversight or a Fractional CMO scope. Meeting attendance is agreed in advance so the service stays focused.
What if the evidence is incomplete?
That is common. The review will separate what the evidence supports from what still needs to be checked. Improving the reporting may be one of the first recommendations.
Marketing Oversight
Book a marketing oversight call
Bring your business priorities, supplier scopes, spend and reports. John will help you work out whether a one-off Health Check is enough or ongoing support would be useful.
- No obligation A straight chat about where your business is at. No pitch deck, no pressure to sign anything.
- Fifteen focused minutes We keep it tight and respect your time, so you get value even from a short call.
- Clear next steps You leave with at least one practical idea you can act on, whether or not we work together.
Your consultation will be with
A quick heads-up
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