Question 1

How do the marketing sprints work in practice?

Accepted Answer

Fractal organises all marketing work into structured sprints, typically running weekly or fortnightly. Each sprint begins with a short Work in Progress meeting where we review what was completed, what was learned, what obstacles exist, and what we will focus on next. From there the team executes a defined set of marketing activities such as campaign setup, audience discovery, creative development, or technical optimisation. This structure keeps the work moving forward rapidly while ensuring that both our team and yours remain aligned on priorities and outcomes.

Question 2

What actually gets delivered during a sprint?

Accepted Answer

Each sprint focuses on tangible marketing execution rather than lengthy planning. This can include launching advertising campaigns, testing new audiences, creating ad creative, setting up tracking systems, building landing pages, producing content, or analysing campaign performance. The exact deliverables vary depending on the stage of the engagement, but the goal of every sprint is to produce real marketing activity that generates data and insight.

Question 3

What reporting and communication can we expect?

Accepted Answer

Clients receive regular performance updates and participate in Work in Progress meetings throughout the engagement. These sessions review the work completed during the sprint, discuss campaign performance, share key insights, and determine the priorities for the next sprint. This ensures full transparency and allows the strategy to evolve collaboratively as we learn more about the market.

Question 4

How long does it take to start seeing results?

Accepted Answer

Because we prioritise rapid experimentation, the goal is to begin generating useful data within the first few sprints. Early sprints are usually focused on audience discovery, platform setup, and initial campaign launches. Within a few cycles we begin identifying which audiences, messages, and channels show the strongest engagement. While timelines vary depending on the market and sales cycle, the sprint model is designed to shorten the path from experimentation to measurable outcomes.

Question 5

How do you decide which marketing channels and audiences to target?

Accepted Answer

Our approach begins with hypotheses about where the ideal audience might exist. We then test these hypotheses using platforms such as Google, LinkedIn, and Meta to identify which audiences respond to different messages. Rather than assuming we already know the answer, we run controlled marketing experiments and allow real engagement data to guide our decisions. Over time this process reveals the most effective audiences, channels, and messaging combinations.

Question 6

What happens if the experiments do not work?

Accepted Answer

Marketing discovery is part of the process. If a particular channel, message, or audience does not perform well, we treat it as a learning opportunity and quickly move to the next hypothesis. The sprint structure is specifically designed to reduce risk by avoiding large commitments to unproven strategies and instead focusing on rapid testing and iteration.

Question 7

What media budget do we need to allocate for advertising?

Accepted Answer

In most cases we recommend starting with a modest test budget to gather meaningful data without unnecessary risk. Once the early campaigns reveal which channels and audiences perform well, we scale the investment into those proven areas. Importantly, all advertising accounts are created in the client's name and media spend is always controlled directly by the client.

Question 8

Are we locked into a long term contract?

Accepted Answer

No. Fractal offers a flexible engagement model with a one week cancellation policy. If at any time you feel the work is not aligned with your needs, you can pause or cancel the engagement with minimal notice. This structure keeps the relationship focused on delivering real value rather than locking clients into long term commitments.

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