Give Your Brand a Strategic Brain & Authentic Soul Through The Source Approach—Powered by Brand Source OS, The World’s Only Brand Intelligence OS
What To Expect From Your eCommerce Fractional Chief Marketing Officer
Who Should Take The Source Approach?
You Hoped Your Team Would “Learn on the Job.”
You hired a smart team, expecting them to learn on the job. But their well-intentioned efforts have become a hamster wheel of guesswork, and their education is being paid for with your budget and lost growth. You don’t need to replace your team; you need a leader to finally equip them to win.
Your Growth Has Hit a Hard Plateau.
The strategies that got you here won’t get your brand to the next level where you want to go. You’re missing the high-level expertise to navigate the complexity of scaling profitably, and need experienced leadership to guide your team to break through to predictable, profitable growth.
You’re Still the Marketing Bottleneck.
You’re stuck in the marketing weeds instead of leading the company. You want to empower your team but can’t delegate without a leader to install a system and coach them to success. You’re not just looking for a consultant; you’re looking to buy back your time and focus.
What Problems Does Your Outsourced Chief Marketing Officer Solve?
Your business has hit a wall. What worked before is no longer effective, and you lack the strategic insight to unlock the next level of growth.
You’re spending money on marketing and your team is busy, but the activities feel random, disconnected, and there’s no clear ROI.
You are spread too thin trying to be CEO & CMO, or you have junior marketers, freelancers, or an agency that needs high-level direction you can’t provide.
You recognize the need for C-suite marketing talent is holding your growth back, but cannot justify or afford the cost of a full-time executive salary ($200k+ with benefits).
You have a collection of marketing tools (e.g., CRM, analytics, email platform), but they operate in silos. You’re drowning in data but starving for actionable insights.
You’re facing a specific, high-stakes event like a new product launch, market expansion, or rebranding, and you lack the internal strategic experience to navigate it successfully.
How The Source Approach Works
Weekly Structure
Each month, we break the weeks up into key focus areas, leaving room for attention to critical deadlines on projects that may fall outside that week’s focus area.
– Week 1: Conversion Rate Optimization
– Week 2: Advertising
– Week 3: AISEO & SEO
– Week 4: Social Media, PR, Email & SMS, Influencer Marketing, Affiliate Marketing
How You’ll Work with Your Outsourced CMO
Weekly Video Calls
We meet 1,2, or 3 hours a week on video calls via Google Meet.
Daily Slack Communication
I join your teams Slack channel for daily communication.
Trello Project Management
I project manage and performance manage all of our projects in Trello.
Why Choose The Source Approach As Your Fractional CMO For eCommerce
| Others |
|
|---|---|---|
| Strategy | ✔ | ✔ |
| Project Management | ✔ | ✔ |
| Talent Referrals | ✔ | ✔ |
| Brand Source OS | ✔ | x |
| 200+ Standard Operating Procedures | ✔ | x |
| (AI) Artificial Intelligence Expert | ✔ | x |
| (AISO) AI Search Optimization | ✔ | x |
| (AEO) Answer Engine Optimization | ✔ | x |
| Brick & Mortar Retail Experience | ✔ | x |
| Deep eCommerce Specialization | ✔ | x |
| Comprehensive Team Training | ✔ | x |
| Data-Driven Performance Management | ✔ | x |
| Woocommerce, Shopify, Bigcommerce | ✔ | x |
| eCommerce Consultant Experience | ✔ | x |
| Amazon Consultant Experience | ✔ | x |
| Walmart Consultant Experience | ✔ | x |
| Conversion Rate Optimization | ✔ | x |
| Meta Ads | ✔ | x |
| TikTok Ads | ✔ | x |
| Google Ads | ✔ | x |
| Search Engine Optimization | ✔ | x |
| Social Media Marketing | ✔ | x |
| Content Marketing | ✔ | x |
| Email Marketing | ✔ | x |
| SMS Marketing | ✔ | x |
Fractional CMO Services For Brands
Case Studies
Erecta-Rack
From struggling online to 145% YOY growth. Erecta-Rack took the Source Approach, installing Brand Source OS, making eCommerce their #1 sales channel.
BioWave
From a fragmented DTC strategy to explosive growth. This luxury pain relief device brand unified its marketing to achieve a 640% sales increase on Amazon.
Cambio Roasters
From marketing chaos to 270% YOY growth. Cambio took the Source Approach, installing Brand Source OS, to become America’s fastest-growing K-Cup brand.
Fractional CMO Consulting Reviews
“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
The Fractional CMO Agency Trusted by Great Brands
Award-Winning CMO Outsourced
What I Do As Your Fractional CMO Consultant
Create Rapid, Scalable Growth by Installing Brand Source OS
- Give life to your brand
- Give it a soul, brain, & central nervous system
- Train, power, & unify your team & AI from one source
Get Recommended by AI With AI Search Optimization (AISO)
- Get your products recommended in AI Searches
- Positively impact how AI sees your brand
- Boost your brand’s authority
Save Time by Integrating AI Systems Into Your Marketing
- Automate marketing & sales-related tasks
- Delegate administrative work to AI
- Gain invaluable insights
Get Found In Searches With SEO
- Drive organic sales from product searches
- Show up ahead of competitors
- Boost brand credibility
Get Sales With PPC Advertising
- Boost Marketplace, Native & Google PPC
- Drive Profitability
- Skyrocket ROAS
Drive Revenue With Conversion Rate Optimization
- Boost Conversion Rates
- Drive Profitability
- Get Sales
Get Reviews With Product Review Optimization
- Skyrocket Clicks From Search & PPC
- Boost Social Proof
- Drive Sales
Boost Profitability With Effective Sales Funnels
- Boost your email marketing funnels
- Drive your social media marketing funnels
- Skyrocket your influencer marketing funnels
Skyrocket Demand with Influencer Marketing
- Grow Brand Equity
- Boost Awareness
- Drive Sales
Become Experts at eCommerce
- Avoid costly mistakes
- Target KPI’s & GPI’s
- Defend your brand
About: Tanner Rankin CEO, Fractional CMO, Consultant, Author, Speaker
Tanner Rankin creates eCommerce growth engines by using The Source Approach method to install an authentic soul, a strategic brain, and a central nervous system with Brand Source OS—powering & unifying your team & AI with one brand intelligence source for training & growth.
Tanner has 10+ years of experience as a Fractional CMO for eCommerce & CEO at The Source Approach – eCommerce Consultancy & Referazon – Amazon Influencer Search & CRM.
Tanner is a top-rated Fractional CMO, eCommerce Consultant & Amazon Consultant seen on: Forbes, Entrepreneur, The Business Journals & more. Tanner is an Author, Amazon Keynote Speaker, and eCommerce Speaker who regularly shares strategies and insights on LinkedIn.
From Buffalo, NY, Tanner has authored SEO For Everyone and Social Media Marketing For Everyone.
Why Work With The Source Approach
What’s the Source Approach?
The Source Approach method brings brands to life by installing Brand Source OS—the brand intelligence operating system that trains, powers, and unifies your people and AI from one source of truth, giving your brand an authentic soul, a strategic brain, and a central nervous system for growth.
A decade ago, as a new CMO for a growing brand, I saw a frustrating pattern: we were churning through talented agencies and freelancers. The results weren’t there, and the churn was expensive.
The real problem became clear after hearing our CEO say something I’ll never forget: “If they just understood our customer and product like I do, they could finally be effective.”
He was right. The problem wasn’t the talent; it was the transfer of knowledge. So, I developed the first ‘Source Codes’—a system to bottle that essential founder-level knowledge. For years, this method, The Source Approach, aligned human teams for incredible results.
Then came the rise of AI, and I had a second lightbulb moment. That same ‘Source Code’ was the perfect way to give a brand’s AI its authentic soul and strategic brain. This led to the creation of the ‘Brand Source OS’—the system I use today to unify both your people and your technology into a single, unstoppable growth engine.
