Marketing Foundations · Friday Ask
Two decisions, two context lines.
Asks: Promo Republic (4 layers) + GoHighLevel across 248 · $214K Year 1 ($71K already committed).
Context, not asks: Headless CMS (web project · retires MSP $13K/mo Jan 2027) · PeerLogic Analytics (tech budget).
Context, not asks: Headless CMS (web project · retires MSP $13K/mo Jan 2027) · PeerLogic Analytics (tech budget).
Amy McNeill · VP of Field Marketing · Aug 15, 2026
Before / After · The Stack
Six layers · one vendor per layer · one owner of the data
| Layer | Capability | Vendor today | SGA (157) | Gen4 (91) | MODIS | Today total /mo | New vendor | New $/loc | New portfolio /mo |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Reputation | Swell / SGA Rep | $15.79 | $109.00 | $15.79 | $12,798 | Promo Republic One tool · 4 layers |
$15.79 | $13,092 $52.79 × 248 |
| 2 | Local Listings | Yext / SGA Listings | $15.00 | $23.87 | $15.00 | $4,527 | $15.00 | ||
| 3 | Social | Social & Brand | $17.00 | $17.00 | $17.00 | $4,216 | $17.00 | ||
| KPI | Yelp / Foursquare | Bundled | $5.00 | bundled | $5.00 | $385 | $5.00 | ||
| 4 | Lead Capture / CRM | 15 agency CRMs | — | ~$150 (agency) | — | ~$13,650 | GoHighLevel | $5.00 | $1,240 Nov 2026 start |
| Portfolio · monthly run-rate | $35,576 | $14,332 | |||||||
| Year 1 blended (Aug 26 → Jul 27, w/ Swell + Yext sunsets mid-year) | — | $214K | $71K already committed | ||||||
Source: vendor-pricing-matrix-2026-08-04-v5-monthly.xlsx · Aug 2026 baseline. Portfolio = 91 Gen4 + 157 SGA/MODIS = 248 practices.
Return on Stack
$9.9M / yr on $417K stack · 24× · real SGA data
Promo Republic ASK
Review velocity → GBP local pack → +3% call lift
$5.50M value/yr
$203K cost/yr · 248 practices
Anchor: +0.1 stars on GBP ≈ 5% more calls (Moz local). Applied conservatively at 3% across all 248 · +1,315 booking calls/mo × 45% conv × $769 APV.
GoHighLevel ASK
Missed-call recovery · speed-to-lead · agency-fee savings
$1.53M value/yr
$11K cost/yr · 27 practices today
Anchor: 27 practices × ~264 missed calls/mo × 5% recovery × 45% conv = +160 bookings/mo. Plus $48.6K/yr retired agency CRM fees. Scales ~9× at full 248 rollout.
Headless CMS (Don) CONTEXT
Retires MSP $13K/mo contract · savings start Jan 2027
$91K Yr1 · $156K/yr Yr2+
Web project · not a marketing spend ask
Anchor: $13K/mo MSP contract retires when Don's ecosystem is live (Jan 2027 target). Don needs the rest of 2026 to build. Site-speed conversion lift = upside not modeled.
PeerLogic Analytics CONTEXT
Call-conversion visibility → +2pp NP/EP lift
$2.80M value/yr
$203K cost/yr · tech budget, not marketing
Anchor: 15,116 booking calls/mo across 85 practices (May 2026 PL). 39.5% NP + 57.1% EP conversion today. +2pp = +303 bookings/mo × $769. Recommending stay/expand.
Combined · Year 1
$9.94M value · $417K stack cost · 24× ROI
All value anchored on $769 Annual Patient Value — real Dental Intel network median across 216 SGA practices. Not a $250 placeholder.
Conservative — excludes CMS savings from the multiplier (adding them: 30×), excludes speed-to-lead form-fill conversion lift, excludes ~29% missed-call rate outside the 27 GHL practices. PL + GHL numbers scale ~3× if PL rolls network-wide to 248.
Rollout · One Timeline
No contract breakage · scorecard live Sept 5 · steady state June 2027
Workstream
Aug–Dec 2026
Jan–Apr 2027
May–Jul 2027
Steady state
Promo Republic — SGA + MODIS (157)
Promo Republic — Gen4 Rep (91)
Promo Republic — Gen4 Listings (91)
GoHighLevel — all 248
Patient Funnel scorecard
Headless CMS (Don · context)
PeerLogic Analytics (context)
Helpdesk ecosystem
The Ask
What Karen approves Friday
| # | Decision | Type | $ / commitment | Owner if approved |
|---|---|---|---|---|
| 1 | Promo Republic (4 layers) + GHL rollout Phased on Swell (Dec 26) + Yext (May 27) sunsets · GHL starts Nov 2026 |
ASK | $214K Yr 1 $71K already committed via current contracts |
Amy · Dakota · Growth Managers |
| 2 | Sept 5 Patient Funnel scorecard launch 20 Focus Practices → network-wide by end of Q4 |
Endorsement | No new $ | Amy · Dakota · Scott |
| — | Headless CMS via Don's build Web project · MSP $13K/mo retires Jan 2027 as byproduct · Beaches pilot $2K redirect |
CONTEXT | No marketing $ requested | Don · Amy (informational) |
| — | PeerLogic Analytics stay / expand Call-conversion ROI is the single biggest lever · sits in tech budget, not marketing |
CONTEXT | No marketing $ requested | Randy · Amy (informational) |
| 3 | Helpdesk ecosystem model Intake → sga3p → Web Dev / Studio / Growth Manager routing · SSO-gated intranet |
Endorsement | No new $ | Amy · Growth Managers |
Thank you
Amy McNeill · VP of Field Marketing · amcneill@gen4dental.com
Companion decks: sga-growth.dev/reports/patient-funnel-project/ · Promo Republic vendor deck