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Ross Simmonds presenting a growth chart to a marketing leadership audience

Advisory & workshops

Advisory for marketing leaders who need to win in AI search.

Your buyers now ask ChatGPT, Claude, Perplexity and Google’s AI before they ever visit your site. I work directly with CMOs and their teams to make sure the answer they get is you. Strategy, operating system and a plan your team can run on Monday.

Request availabilitySee the three ways to work together
Teams I’ve worked withCanvaSnowflakeWebexProcoreEventbriteJobber
Why this exists

The playbook that got you here is being rewritten in real time.

Search traffic is flattening. AI answers are compressing the funnel. Your competitors are being cited by the models and you’re not sure why. Most teams respond by producing more content into the same channels. That’s the expensive mistake.

I’ve spent over a decade building distribution engines for B2B brands, first as the founder of Foundation and now as the person companies call when they need to be found, distributed and remembered by AI. This is where I spend my own time.

Founder, FoundationCreator, Distribution.aiAuthor, Create Once, Distribute ForeverTop 50 CEO, Atlantic Canada

Ross Simmonds on stage beside a rising chart

Results from the work

Numbers from engines my team and I have built.

A sample from Foundation’s published case studies. Most clients are anonymized by request; the full write-ups are on the Foundation site.

+156%organic traffic lift for an event management SaaS, by doing less, better+107%year-over-year blog growth for a construction tech leader$228K/yrorganic traffic engine built for a vertical SaaS in home services+128%sign-ups for a SaaS company through a rebuilt GTM strategyBitlybecame a top-cited brand in AI search1M+net-new search impressions in 12 months for a SaaS company+300%social engagement in three months for an audience intelligence platformAll →Browse every case study on foundationinc.co
Fit check

This works best when

You’re a good fit if

  • You lead marketing at a B2B or SaaS company and own the pipeline number
  • Organic and AI-driven discovery matter to your pipeline and you can see the ground shifting
  • You have a team that can execute once the strategy is clear
  • You want someone who will tell you what to stop doing

Probably not a fit if

  • You need hands on the keyboard for daily execution (that’s what Foundation is for)
  • You’re looking for a quick SEO audit or a one-off blog strategy
  • Leadership isn’t bought in on investing in AI visibility yet
  • You’re pre-revenue and still looking for product-market fit
Three ways to work together

Pick the depth you need.

Every engagement starts with a 30-minute discovery call. If it’s a fit, we scope it together. If it isn’t, I’ll tell you and point you somewhere useful.

Executive session

Keynote + leadership working session

CustomHalf day on site or virtual

  • A keynote for the wider team on AI visibility, distribution and the three layers of search
  • A closed-door session with leadership to apply it to your brand
  • Prioritized list of what to start, stop and double down on

See keynote topics →

Most popular

AI Visibility Strategy Workshop

From $50KFacilitated, in a room with your team

  • Pre-work: I audit how AI models and search currently see your brand, category and competitors
  • Facilitated workshop with your marketing leadership and key operators
  • Output: your AI visibility strategy, channel priorities, owners and a 90-day roadmap
  • 30-day follow-up to check execution and unblock

Ask about a workshop →

Ongoing advisory

Private advisory retainer

Limited seatsA set number of hours each month, 6-month minimum

  • Strategy and marketing engine design alongside your CMO or VP
  • Monthly planning, async access between sessions, in-person when it counts
  • Review of what the team ships, with direct feedback
  • First look at what I’m seeing across Foundation’s client base and research

Request availability →

How it works

Four steps from first call to kickoff.

01

A 30-minute discovery call

I’m learning, not diagnosing. You’ll get a short set of homework questions beforehand so we don’t waste the half hour.

02

Fit and format

If there’s a match, we agree on which of the three formats fits the problem and the timeline.

03

Scope, NDA, pricing

We sign an NDA, I look at real data, and you get a written scope with a number on it. No surprises later.

04

Kickoff

Workshops are typically on the calendar within four weeks. Advisory starts the first of the following month.

Start with the discovery call
What leaders say

From people who’ve been in the room.

“I attended your workshop at Exit Five’s Drive event last week, and it was amazing!”

Jennifer JenningsSenior Growth Marketing Manager, Rise Vision

“Thanks for leading such a great session at Drive. This is really helpful context, and I appreciate you sending the audit and worksheet over.”

Olivia QuintonMarketing, Solv

“Loved your workshop. We are starting to make a concerted push this quarter into AEO, SEO and GEO and I would very much appreciate having your Drive workshop summary to kick this off.”

Caroline Ang WrightHead of Marketing, Fazeshift

Feedback from the AI visibility workshop Ross ran at Exit Five’s Drive conference, September 2026.

“Ross exemplifies what a great web marketer does. Gets deep insight into an audience, applies both creative and technical skills, and serves the right people with the right messages in the right places. If you have the chance to work with him, take it.”

Rand FishkinCo-founder, SparkToro

“Creating content is only half of the game. The other half is knowing how to get eyeballs on your content, and there’s no one better to teach you about content distribution than Ross.”

Dave GerhardtFounder, Exit Five
Questions

Before you reach out

How is this different from hiring Foundation?
Foundation is the agency I founded. It’s a full team that executes: content, SEO, Reddit, paid media and AI visibility programs, month after month. This page is me, personally, working with your leadership on strategy and the operating system behind it. Plenty of clients do both. Some do one. I’ll tell you which you need on the first call.
What is the minimum engagement?
Workshops start at $50K. Advisory is a six-month minimum. Executive sessions are scoped per event. If your budget is below that, the podcast, newsletter and book are free, and Foundation has programs that start lower.
Do you work with agencies or consultants?
Yes, selectively. If you run an agency and want to build an AI visibility practice, the workshop format works well for that. I don’t white-label.
Can you work with our existing agency?
Yes. In advisory engagements I often sit alongside the CMO while an agency executes. My job is to make sure the strategy is right and the work compounds.
Where do engagements happen?
I’m based in Nova Scotia and work with teams across North America and Europe. Workshops can be on site at your office or virtual. Advisory is mostly remote with in-person time when it matters.
What do I need to prepare for the first call?
You’ll get a short video and a handful of questions after you reach out: your ideal customer, what a great twelve months looks like, where you’ve been investing, and who signs off. Bring answers and we’ll cover a lot in 30 minutes.

Ready to talk?

One call. Thirty minutes. You’ll leave knowing whether this is the right move and what it would take.

Ross Simmonds speaking with arms open