Peter Sandeen
- Specialism: Marketing (specifically big-picture strategy and positioning).
- Track Record: Mirasee (marketing), Destination Certification (certification training), Quanscient (engineering SaaS), Europe HR Solutions (HR services), Advanced Global MSP Coaching (IT service provider training), Jens Hansen Gold and Silversmith (jewelry brand), South Air (domestic heating and cooling installations), Ian Roberts (artist training).
- Offer: I focus on two areas of marketing:
1. Big-picture decision making: I work as an advisor for CEOs and/or marketing leaders and help them see how different things are likely to play out, so they can focus on things that ultimately increase profit most consistently.
2. Positioning: I can figure out what kind of people are most likely to want to buy from you, what specific offer would be most compelling for them, and what you need to communicate about it for them to take the next step. In other words, I’m not a tactical expert, but rather I can highlight how the intended audience will likely perceive and react to different marketing. - Peter says: “My clients often use phrases like, “We can see around the corners now.” In other words, whether I’m an advisor, consultant, or fractional CMO, I help my clients make decisions that more consistently create the intended results, avoid common issues, and account for unavoidable risks.”
- Try me: petersandeen.com
What drew me to become a Portfolio Executive was seeing firsthand the impact I could make on a business. I helped a client roughly 20x their sales in two years, and it became clear they needed a more experienced marketing leader. When they asked if I could take on the role, I saw it as an interesting challenge and a great opportunity to develop my skills in managing a team.
I originally started as a copywriter, writing competing sales pages for marketing companies that already had strong pages. They tested mine against theirs, and I got paid when mine generated more sales. I never lost, which made me realize I had a strong understanding of positioning – the customers, the offer, and the messaging – better than most general marketing experts. From there, I quickly moved into more general marketing analysis and advisory work.
My first big professional success came when I increased Mirasee’s sales by 5x.
Along the way, I’ve learned that how much you get out of your team impacts results just as much as how well you plan. If execution is slow, inconsistent, or poor, nothing can save you. Making sure the team has the right people and that nothing is holding them back is as important as giving them the right instructions.
It works for me now because I can focus on what I do best: figuring out what the company should do and directing the team to execute. The role also provides the flexibility I value in terms of when and how I work.
Looking ahead, I want to continue in advisory, fractional, and Portfolio Executive roles where I can help companies grow significantly faster by guiding their marketing. Nearly all of my clients stay with me for many years, and I want that trend to continue, though I also enjoy occasional shorter projects. These allow me to take a deep dive into a new company, identify where the greatest leverage lies, and typically see a significant increase in sales quickly.