Foundry is for industrial firms holding an approved roadmap, an empty build calendar, and no time to do it themselves.
The program is a fixed-scope, fixed-price marketing plan execution service that converts your PDF strategy into a working commercial system.
No agency retainers, no scope creep and no handing off to a junior account manager. I bring 20 years of B2B experience to build the assets, systems, and integrations your plan requires, then hand the keys back to you.
"River led our marketing strategy and company rebrand, delivering a comprehensive digital relaunch that included website design, collateral production, and strengthened security infrastructure."
With thanks for the cooperation and services provided".
Lester Selby | Performatec
You're probably on this page because you've got a great marketing plan in hand but are experiencing challenges in delivering it. The strategy is robust, and it survived the boardroom. It just hasn't survived contact with the calendar.
In many industrial companies, a common scenario unfolds: the roadmap gets approved, the quarter becomes hectic, and execution is distributed among whoever is available.
Subsequently, we see a web freelancer handling patch-ups, the CRM contractor dialling in automations that may never get used, and the poor coordinator struggling to produce content while juggling multiple priorities.
Twelve months later, only half of the plan is implemented, nothing is cohesive, and the performance metrics haven't improved. Sounds like a horror story, right?
Approved in the boardroom, dead in the calendar.
The marketing roadmap was signed off with genuine intent. Then tenders landed, operations fired up, and nobody owned the build.
Every quarter it slips, the market moves, and the plan's assumptions quietly expire before a single system ships.
Five vendors, zero integration, limited accountability.
The website went to one shop, the CRM to a freelancer, and the content to an agency. Each delivered to their own standard.
Nothing talks to anything: leads fall between tools, reporting is guesswork, and you are the only integration layer.
Your internal team is capable but lacks project capacity.
Your team is highly capable, but deploying full-stack marketing infrastructure remains a complex engineering project.
Forcing your team to execute a technical build on top of their day job means either the project stalls or growth stops.
Until the plan is built, it's just a strategic document.
When a plan is finally underway, its commercial value is undermined the moment execution becomes fragmented.
If you hand pieces of a unified strategy to isolated vendors, their individual inputs can't help but unravel the agenda. In no time, you'll find that you are no longer building a commercial system; rather, you are marketing by committee.
To solve that issue and turn a strategic document into a working commercial system, you need a single point of accountability that owns the full stack and sequences the work so that every component lands connected.
Get a clear picture of what a single-operator build looks like.
Foundry is a fixed scope matched to your plan. Fixed price before work begins. Everything handed over in your own accounts.
Custom quote.
A fixed-scope marketing plan execution service, derived line-by-line from your roadmap.
Foundry isn't a labour-hire-plus-materials arrangement or a rotating project team. It's your plan converted into an itemised scope, quoted at a fixed price, and built by the same operator from end to end.
Typically, the works would include web, CRM, automation, sales assets, content infrastructure, paid media setup, and reporting, all connected as a single system. Whether your plan came from Atlas, NorthStar, or your own team, the build follows the plan; nothing lands disconnected.
Your commercial roadmap becomes the scope, item by item.
I take your validated plan and convert it into a fixed, itemised build scope.
You see exactly what's being built, in what order, and at what price before anything begins. Change orders are quoted, never absorbed or improvised.
Every component is connected, without vendor hand-offs.
Website, CRM, automation, content, and reporting are built by one operator to one architecture.
Leads flow from the first click into the pipeline without falling between vendors, and reporting works because everything was built to talk.
Seamlessly run on your accounts, fully documented, clean handover
Everything is built (or set up) on your own platforms and company accounts from day one.
At handover, you get tested systems plus documentation your team can run with. Keep it in-house, or have me run it via Refine. Your call.
Zero lock-in. The system is yours from day one.
Every platform, account, and asset is set up under your ownership from the start. There is no hostage infrastructure and no proprietary tooling you can't leave with.
At handover, your internal team can operate it, your existing contractors can maintain it, or you can engage me via Refine to run it. The build does its job either way; how you operate it is entirely your call.
Have more details? How does this run?
Foundry runs as a scoped project against staged milestones. Nothing is invoiced until the scope is fixed and we've confirmed it's right for you.
Foundry is for established firms that have a validated, documented B2B marketing plan and an accountable internal stakeholder. If this describes your situation, you're in the right place.
If you don't yet have a plan:
Note: If your plan came from another consultant or your internal team, that's fine: we can review it together, and I'll tell you straight away if it needs some polish to be actionable.
For standalone execution needs (ads, LinkedIn management, website development, or an upcoming tender), reach out via the contact page.
When you commission Foundry, you deal directly with me from start to finish. There are no account managers, no subcontractors, and no junior staff learning the ropes on your budget.
I bring 20 years of B2B experience across both sales management and marketing. With an MBA and a deep background in the industrial sector, I look at business challenges like an operator, not a typical agency.
A few notable achievements:
Custom quote.
Fixed scope. Fixed price. Yours on handover.
The outcome is your roadmap developed into a functioning commercial system.
Deliverables include: a fixed price confirmed before work commences, a detailed build scope, and phased delivery based on milestones you can monitor.
You will have total ownership of every system and asset from the moment it's handed over, running in your own company accounts, supported by user-friendly documentation.
To better understand the mechanics of the engagement (from the initial fit call to final handover), expand the panel below to see exactly how it runs.
Foundry is the build, not the plan
Foundry requires a validated plan as its input, by design. If the strategy hasn't been done, I won't build blind; that's how Frankenstein systems happen.
NorthStar and Atlas exist to produce the marketing plan; Foundry exists to build it.
The separation protects you: the scope is fixed against a documented plan, so there's no drift, no padding, and no invented work.
Request the Foundry build.
Six fields, one minute.
I'll respond within one business day. No payment until we've talked about your plan and commercial goals.
Here are a range of more commonly asked questions in relation to the B2B marketing products and systems I provide.
To get a full run-down of how I can help your business thrive, take a moment to book a call.
Foundry is a bundled B2B marketing product built for industrial and mining firms. Delivered personally by me, it converts a validated roadmap into a working commercial system: web, CRM and automation, sales assets, content infrastructure, paid media setup, and reporting, built to a fixed scope and a fixed price.
It answers the question: "We have the plan; who actually builds this, and how do we know it will connect?"
The build is scoped line-by-line from your roadmap, so nothing is improvised and nothing lands disconnected.
The scope is defined by your plan, drawn from a full-stack capability across the commercial system.
Typical build classes include:
Every engagement closes with handover documentation, so your team can operate what was built without me standing next to it.
You receive the complete, working commercial system your plan defined:
Zero lock-in: run it in-house, hand it to your contractors, or engage me via Refine to operate it.
Payment mirrors Atlas: a 40% deposit to commence, with the remainder staged against delivery milestones locked in your proposal. Change orders are quoted separately before execution, never absorbed.
No, but you do need a plan. Atlas and NorthStar roadmaps enter Foundry build-ready. A plan from your internal team or another consultant enters through a scoping review, where I validate it's buildable as written.
If it isn't, I'll tell you what's missing before any money changes hands. What Foundry won't do is build without a plan, because that's how disconnected systems happen.
