FUEL Marketing Framework
A comprehensive audit tool that maps 8 areas of digital marketing across 4 growth stages. This 30-minute exercise uses gap analysis scoring to show you exactly where your biggest opportunities lie and which priorities will move the needle. Includes 109 checklist items, scoring framework, coaching questions, and a complete glossary of terms.
Download the Free FUEL Framework Checklist and Discover Exactly Where Your Biggest Customer Growth Opportunities Are
Customer acquisition costs have surged 222% over the past eight years. Most brands respond by either doubling down on what's working (hoping it keeps working) or panic-chasing the latest tactic.
What if you could see exactly where your business stands across all marketing channels and know—with data, not guesswork—which priorities will move the needle most?
The Real Reason Your Marketing Feels Overwhelming
You know you should be doing "more" with your marketing. But which "more" matters most?
- "I need better email sequences" – But is that actually your biggest gap?
- "Everyone's talking about TikTok" – But have you built your foundations first?
- "CAC keeps rising on Meta" – But do you know which alternative channels could work?
Without a systematic way to assess where you are across all marketing areas, you end up either:
- Chasing tactics that don't address your actual constraints
- Over-relying on one channel until it fails
- Spreading resources too thin across everything
The brands that scale sustainably aren't more talented or better funded. They're just more systematic about knowing what to build, when to build it, and in what order.
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<div class="problem-section">
<h2>The Real Reason Your Marketing Feels Overwhelming</h2>
<p>You know you should be doing "more" with your marketing. But which "more" matters most?</p>
<ul>
<li><strong>"I need better email sequences"</strong> – But is that actually your biggest gap?</li>
<li><strong>"Everyone's talking about TikTok"</strong> – But have you built your foundations first?</li>
<li><strong>"CAC keeps rising on Meta"</strong> – But do you know which alternative channels could work?</li>
</ul>
<h4>Without a systematic way to assess where you are across all marketing areas, you end up either:</h4>
<ul>
<li>Chasing tactics that don't address your actual constraints</li>
<li>Over-relying on one channel until it fails</li>
<li>Spreading resources too thin across everything</li>
</ul>
<p><strong>The brands that scale sustainably aren't more talented or better funded. They're just more systematic about knowing what to build, when to build it, and in what order.</strong></p>
</div>What You Get: The Complete FUEL Framework System
The FUEL Framework Checklist (109 Items)
A comprehensive audit mapping 8 areas of digital marketing (Email, Mobile, Paid Media, Search, Content, Referral & Partnerships, Social, Feedback & Strategy) across 4 growth stages (Foundation → Unlock → Elevate → Leapfrog).
Gap Analysis Scoring System
Score where you currently are (0-10), where you should be for your industry (0-10), and the difference reveals your biggest opportunities. No guesswork—just data showing you exactly where to focus.
Two Coaching Questions Framework
Once you have identified the areas your need to work, how do you prioritise them? That's where the coaching questions help you identify the most important one for you to get working on right now. We even give you examples of how this works in the real world.
Complete Glossary of All 109 Items
Plain-language explanations of every checklist item so you understand exactly what each one means and why it matters—no jargon, no assumptions.
How This Changes Your Marketing Strategy
Instead of guessing or chasing tactics, you'll have a systematic view of where you stand and where your biggest gaps are. The FUEL Framework helps you build sequentially—foundations before tactics, diversification before optimization, strategy before experimentation.
Perfect for:
- E-commerce businesses (£500K-£3M) wanting to reduce over-reliance on paid ads
- Founders overwhelmed by conflicting marketing advice
- Teams needing clarity on which initiatives to prioritize
- Anyone wanting a strategic framework for customer growth, not just acquisition
What makes FUEL different: It addresses all three growth levers—number of customers, how often they buy, and how much they spend. Most frameworks focus only on acquisition. FUEL shows you the full system.
Download Your Free FUEL Framework Checklist
Takes 30 minutes to complete. You'll walk away knowing exactly which 1-3 priorities will move the needle most for your business right now.
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Related Episode
Dive deeper into this topic with this podcast episode
How to Build a Customer Growth System With The FUEL Framework
Matt Edmundson introduces the FUEL Framework (Foundation, Unlock, Elevate, Leapfrog) as a systematic approach to customer growth that addresses rising acquisition costs—which have surged 222% since 2013. Rather than choosing between acquisition and retention or over-relying on paid advertising, the framework provides a strategic roadmap covering email optimization, referral programs, strategic partnerships, advanced segmentation, and experimental tactics that help eCommerce brands build sustainable, diversified customer acquisition systems capable of weathering platform changes and algorithm shifts whilst maintaining profitability.