One way to begin.
One engagement that establishes where your growth is stuck, what that costs per year, and which programme solves it.
What should marketing actually do in your business?
The Table.
Four to six weeks to get sharp on what your customer should experience, and what needs to be in place for that. Before you spend on campaigns. Every programme starts here.
Three tracks. One deepening.
At the end of week three you know where it is stuck. It is always one of three.
They do not know you at the moment that counts.
Weeks four to six deliver the line that sticks, where your buyers are and when the question arises, and the creative direction.
Spark Choose.They do not choose you, even when you are better.
Weeks four to six map your buying process with the places it stalls, the offer structure, and the proof that is missing.
Fuel Stay.They do not stay, and you do not see it coming.
Weeks four to six lay three years of revenue per customer side by side: who is shrinking, who has gone quiet, and where the cross-sell gaps are.
LiftSeven things on the table.
- 01 The answer
- 02 The one line
- 03 The amount
- 04 The open ground
- 05 The plan per role
- 06 The competitor comparison, as its own document
- 07 The return session after three months
Three weeks of research. Then depth until the plan is ready to execute.
- Week 1
Within five working days, the first observation: one thing from your own numbers you did not know.
- Week 2-3
Customers, sales, market and three competitors, through the eyes of the buyer. We read your lost quotes too: they say why they did not choose you. At the end, the answer is there.
- Week 4-6
Depth, only on the track we found.
- Close
At the table with leadership. No report, a decision.
- Access to your numbers and a list of customers we may call.
- Two conversations with the board: one at the start, one at the end.
Nothing else. No workshops with sticky notes. We do the work, you get the outcome.
What a programme costs.
The Table works out what leaving the problem in place costs you a year. The programme that solves it never costs more than a fifth of that amount, and never on hours. If the amount is too small, we say no and you keep the plan. If it is large, you earn the difference.
The open ground does not count towards that. You pay for the problem we measured, not for the opportunity we spotted.
Fixed fee. Never on hours.
Weeks, from first conversation to boardroom decision.
Half at the start, half after thirty days.
- 01
No plan your leadership can say yes or no to? Then you get the second half back. Vagueness is our risk.
- 02
The plan is yours, also if you continue without us.
- 03
Every Table is run from first conversation to boardroom by the person at your table. That is why only a limited number run each quarter.
Most agencies say yes.
We only step in when we are certain we can make an impact. That is why we say no more often, and we say it in the first conversation. Not after six weeks of research.
In these situations, we say no.
- 01 Under twenty million in revenue. Unless your margins are high.
- 02 Budget and positioning are not decided at your table.
- 03 Looking for hands, not for direction.
- 04 Marketing can create demand, but there is no one to sell it.
- 05 Three years of numbers that live only in the director's head.
- 06 Companies that already have the answer.
A no comes with a direction: where to go instead.
Frequently asked questions
Do I have to start with The Table?
At Dogfight every programme starts with The Table. Programmes contain no research: they start setting up in week one, and that only works if the strategic line, the channel choice and the creative direction are already fixed.
Is The Table deducted if a programme follows?
The Table is not deducted from the programme price. Research and execution are two separate pieces of work, and the plan from The Table is yours, also if you take it forward without us.
What is the price of a programme based on?
Dogfight prices a programme on what the problem costs per year in contribution margin, never on hours. The Table works that out from your own numbers; the programme never costs more than a fifth of it. If that is too small, we say no and you keep the plan.
What if there is no open ground?
The open ground is a question The Table always asks, not a finding we promise. If nothing is open, we say so: an invented opportunity is worse than none. You get the answer to where your growth is stuck either way, and that is what the guarantee covers.
What is the difference between Spark, Fuel and Lift?
Spark, Fuel and Lift stand for discover, choose and stay. Spark if they do not know you at the moment that counts, Fuel if they do not choose you while you are better, Lift if they do not stay. The Table determines which of the three is dominant for you.
Who does the work in a programme?
At Dogfight, direction comes from the person at your table and is never outsourced. Execution is staffed per programme from a standing network of specialists, directed by Dogfight: if the work needs six specialists, six show up. You do not manage a second agency.
How is Dogfight different from an agency or consultancy?
Dogfight claims no category of its own. More execution than a consultancy: the plan gets built, not filed. More judgement than a traditional agency: we start with whether the brief is right. More durable than interim: a standing team plus network. And broader than an AI builder: the whole marketing craft.
Or take your seat at the conversation.
Sometimes an email is enough. One paragraph about what you want to change. We reply within 24 hours.