C² exists because roofing companies do not need another person selling them marketing. They need an experienced leader on the owner's side connecting marketing, sales, vendors, CRM and operations to revenue.
Cory Cullather did not enter home services from a marketing classroom. He grew up around contractors, worked beside his father and learned early what it means to earn a customer's trust, solve real problems and live with the consequences when the work is not right.
That contractor perspective followed him into more than 15 years of home-services marketing and advertising. During that time, Cory worked with hundreds of companies — from smaller operators trying to build a foundation to businesses exceeding $50 million in revenue.
Roofing became the clearest place to apply that experience because the industry sits at the intersection of high customer-acquisition costs, complex attribution, aggressive competition, multiple lead sources, sales follow-up, financing, reputation and a growing stack of software and agencies.
Over and over, the same pattern appeared: the contractor did not necessarily need more marketing. The contractor needed someone to make the entire growth system accountable.
More than 15 years in home-services marketing, grounded by a contractor background and a revenue-first operating mindset.
C² sits above the silos and manages the business question: what is creating profitable revenue, what is leaking, and what should we do next?
The brand represents a disciplined way to run growth: create demand, protect opportunity and hold every part of the system accountable to the same scoreboard.
The work begins with the reality of running a contracting business — crews, customers, cash flow, seasonality, sales pressure and reputation — not a platform dashboard.
C² is not a yes-team. Our value comes from challenging assumptions, asking harder questions and recommending what the business needs rather than what a vendor wants to sell.
Traffic, clicks and leads matter, but they are inputs. The score ultimately has to connect to appointments, inspections, estimates, sold jobs, revenue and economics.
Offense creates qualified demand. Defense keeps the company from wasting that opportunity through weak attribution, poor lead handling, CRM leakage, inconsistent follow-up or unaccountable vendors.
Demand, visibility, market expansion, offers, partnerships and customer acquisition.
Attribution, CRM, speed-to-lead, follow-up, vendor accountability and data integrity.
Before increasing spend, prove the company is converting and following up on the opportunities it already paid to create.
Good vendors become better when expectations, data and priorities are clear. Weak vendors become easier to identify.
If stages, dispositions, source data and closed-lost reasons are unreliable, marketing decisions will be unreliable too.
The customer journey may cross search, reviews, AI, referrals, yard signs, social and direct calls. The goal is better decision-making, not false precision.
Leadership loses value when it becomes unlimited task execution. C² keeps priorities visible and expands work only when ownership approves it.
A company with clearer numbers, better vendor relationships, stronger pipeline discipline and a leadership team that knows where to focus.
C² CMO Services was founded by Cory Cullather, whose background combines more than two decades around contractors with more than 15 years in home-services marketing and advertising.
C² was created after years of seeing roofing companies buy more agencies, software and lead sources without having an independent executive responsible for connecting those investments to revenue. The company exists to fill that leadership gap.
No. C² is a fractional CMO and revenue-intelligence firm. We may coordinate agencies and specialists, but the core role is executive leadership, measurement, prioritization and accountability.
C² is built primarily for growth-stage roofing companies that have enough marketing, sales and operational complexity to benefit from executive-level oversight but may not need or want a full-time CMO.
C² brings an independent executive perspective to the marketing and revenue decisions that are too important to leave fragmented.