Apply The Source Approach Method & Brand Source OS To Marketing, eCommerce, & Amazon
Fractional CMO For eCommerce
eCommerce Marketing Consultant
Amazon
Consultant
Amazon Vendor Central Consultant
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Ideal Partners The Source Approach Was Built For
Reviews From Brands Who Took The Source Approach
“Our company has dealt with quite a few consultants over the years, and Tanner is at the top. We meet for an hour each week, and he never seems rushed or annoyed at our questions. On the contrary, he excels at explaining concepts in such a way that we understand and can execute on his suggestions. The real challenge is finding the resources to implement all the amazing ideas he has. Because of his breadth of experience across industries and with multiple companies, he is well versed in about any area we address. Tanner is worth his weight in gold. We never second-guess our investment with Tanner.”
– Steve Larsen, Reminderband
“The Source Approach completely turned around our Amazon and E-Commerce performance fast. When we began with Tanner, our listings were at a standstill. As soon as we implemented his frameworks and followed his guidelines, our sales and entire brand presence skyrocketed. I have no doubt that this system is rock-solid and can be applied to any market segment. We’ve since been experiencing explosive YOY growth. Tanner at The Source Approach got our online sales on the right track, and set us up with the skills to maintain and improve our E-Commerce performance in perpetuity.”
– William Zelany, Frontier Therapeutics
“I ‘ve been working with Source Approach for only a few months and we’ve already seen excellent results. Everything they do is discussed through one-on-one consulting, where thoughtful strategic decisions are made. In this short period of time, they have completely overhauled the product copy using SEO data as the guideline, developed and implemented PPC ad, and conversion rate optimization campaigns as well as developing affiliate marketing strategies. We’ve already seen a major increase in our sales and are gaining traction in many market segments. We’re extremely pleased and excited to continue our marketing partnership with Source Approach. Five Stars for sure!!!!!!”
– Mike Pace, CEO Skate Anytime
About: Tanner Rankin CEO, Fractional CMO, Consultant, Author, Speaker
Tanner Rankin is the Fractional CMO for eCommerce, who leads the strategy and execution of eCommerce marketing by installing the Brand Operating System, which generates strategy effortlessly, aligns teams instantly, and governs AI automatically.
Tanner specializes in replacing random acts of marketing with a system built for rapid, scalable growth, an asset brands actually own, rather than rent.
Tanner brings 10+ years of operator experience as the CEO of The Source Approach (eCommerce Fractional CMO Consultancy) and Referazon (Amazon Influencer Search, CRM, & Shoppable Video Platform).
Seen on: Forbes, Entrepreneur, The Business Journals, Tanner is an Amazon Keynote Speaker, and an eCommerce Keynote Speaker, and as an Author, has authored SEO For Everyone and Social Media Marketing For Everyone.
What’s the Source Approach?
Over a decade ago, I stepped in as a new CMO for a rapidly scaling brand. On paper, we had it all: high-budget agencies, brilliant freelancers, and a great product. But the results were inconsistent, and the churn was expensive. We were burning through cash and talent, yet we felt stuck.
The turning point came during a tense meeting with the CEO. He slammed his hand on the table and said something I will never forget:
“Everyone we hire tells a different story. The ads don’t match the emails. The SEO doesn’t match the brand. None of this sounds like us.”
The Lightbulb Moment He was right. We didn’t have a talent problem; we had a translation problem.
We had distinct “silos”—Amazon, Social, Email, PPC, SEO—all operating in isolation. Each agency was improvising, guessing at the brand’s voice and strategy. We were fragmented, and the customer could feel it.
The Invention: The First “Source Code” I realized we couldn’t just “manage” these teams; we had to align them at the DNA level.
I built the first iteration of The Source Approach: a centralized “Source Code” that bottled the founder’s vision, the product truth, and the customer psychology into a Single Source of Truth (SSOT). Suddenly, every freelancer and agency was singing from the same sheet music. Chaos turned into clarity. Revenue followed.
The Evolution: Enter the AI Era Then, the AI revolution hit. I saw brands making the same mistake again—feeding generic prompts into powerful AI tools, resulting in hallucinations and generic copy.
I realized that the Source Code I built for humans was actually the missing link for AI.
The Solution Today: Brand Source OS Today, I don’t just manage marketing. I install the Brand Source OS.
This is the Brand Operating System that houses your brand’s intelligence. It is the central brain that teaches your human teams and trains your AI.
As your Fractional CMO, I ensure that every agency, every freelancer, every in-house team member, and every AI prompt draws from the same Source. No more fragmentation. No more hallucinations. Just one unified, dominant brand, scaling profitably.
