How it works
Your actual numbers. The decisions in front of you right now.
Working with me means going deep on your actual numbers and the decisions in front of you right now: a staffing call you're not sure you can afford, a client relationship you suspect is costing more than it's worth, cash flow that never seems to match what the P&L says. I'll teach you how to read what your financials are actually telling you, and how to act on it. The decisions stay yours. What changes is how clearly you can see them coming.
This isn't a generic course. It's built from thirty years of sitting in the room where these decisions get made, for companies at every stage from early growth to a nine-figure exit.
What coaching looks like
- Built around your real numbers and the decisions you're actually facing, not a fixed syllabus
- Individual or group engagements, scoped to fit what you need. Custom, not off-the-shelf
- The goal is for you to leave able to read and act on your own financial information
- Often starts with one specific problem, capacity, pricing, a hire you're unsure about, and expands from there as it's useful
Who this is for
Operators and executives who want a real handle on the financial side of running their business or team, whether or not they're ready for (or need) a full fractional CFO engagement. If you've ever nodded along in a finance conversation without fully following the numbers, this is built for that moment.
How coaching can work
A few examples.
Reading the numbers to make operational calls
A COO at a $15 million company came to coaching unsure how to translate her financial reports into day-to-day decisions. Together, we worked through how to use her numbers for staffing, capacity and utilization planning, so she could look ahead instead of reacting to last month's results.
Finding money that was already there
An owner assumed cash flow was simply tight and there wasn't much to be done about it. A closer look at spending patterns surfaced a potential six-figure annual improvement, money that had been sitting in plain sight, just never examined closely. Sometimes the hardest part isn't the math. It's being willing to look.
When a safety buffer gets counted twice
A firm had built a utilization cushion into its staffing targets, then unknowingly applied a similar reduction again further downstream. The result looked like the team was overloaded and needed to hire. In reality, there was real unused capacity hiding behind a number that had quietly been discounted twice. Finding it reframed the entire hiring conversation.
The metric that catches what timesheets miss
When a team insists they're slammed but the margin isn't moving, something's off: either the time isn't being logged accurately, or the workload isn't what it seems. Checking margin alongside utilization data catches burnout claims and over-servicing that timesheets alone can hide in either direction.
Joe has a rare ability to translate complex financial realities into clear, practical guidance for agency leaders.
I’ve had the privilege of working alongside Joe for more than a decade, and he has been an exceptional partner and trusted advisor throughout that time. His experience helping scale marketing and communications businesses gives him an instinctive understanding of the pressures founders face as they grow. More than anyone, Joe helped me understand the nuances of finance in marketing and agency economics. He blends sharp financial discipline and real operational insight, but with a human touch, making him invaluable counsel for any founder looking to grow with confidence.
Start with the one decision that's bugging you.
Bring that decision. We'll work out what the numbers are telling you.
Fractional CFO for professional service firms.