Revenue & Marketing Strategy

Cut through noise.
Create momentum.

Health and wellbeing organisations rarely have just one audience. You need to talk to businesses, consumers, governments and regulators, and each of them needs to hear something different.

 I’m Andrea Hoymann. I start by working out who those audiences are and what each of them needs from you. Then I build that into your segmentation and CRM, so your team, your reporting and any AI you use are working from the same picture. 

Let's talk    See the method

Andrea Hoymann Signal & Orbit
The problem

AI is only as good as what's underneath it.

Most CRMs I see are set up around what the tool offers out of the box. Contacts get added, but are never marketed to. Segments are incomplete and two reports give two different answers. AI works from whatever you give it, so bad data gets you the wrong insights, just faster and proclaimed with greater certainty.

Many organisations also use only a small part of the technology they already pay for. Before adding software, get clear on who you’re talking to, then set up the system you have around them.

The method

Signal, Structure, Momentum

01

Signal

Work out what each audience needs from you and what you should say to them. This covers positioning, messaging and strategy.

02

Structure

Turn that into segmentation, CRM design and reporting, so you can see where your revenue comes from and act on it.

03

Momentum

Run nurture, automation and AI on top of that structure, and track all of it against revenue.

Where we start depends on what you already have. If your audiences and messaging are defined, we begin at Structure and check your CRM against them.

How we work together

Three ways to get started

Audit & Right-Size

For organisations that already know their audiences. I check your CRM configuration, reporting and subscriptions against those audiences, so you know what to use, what to fix and what to cut.

Build

For organisations that still need to define or sharpen their audiences. We work out who they are and what they need, shape the messaging, then carry it into segmentation, CRM set-up and revenue reporting.

Lead

Ongoing strategic leadership as your fractional CMO. You get senior direction without the cost of a full-time hire.

Independent by design

I earn nothing from selling you software.

I’m not a HubSpot partner, so I don’t take a commission on anything you buy. I’ve led HubSpot agencies, which means I know the platform well enough to tell you when you’re paying for too much of it.

$19,000

One client was paying for far more HubSpot than they used. We right-sized their subscription and saved them over $19,000 a year.

Who it's for

Health and wellbeing organisations with several audiences at once.

ConsumersCorporatesPractitionersResellersGovernment

Each of these audiences wants something different from you and needs to hear it differently. Your claims have to hold up, and trust has to come before pipeline.

This is for founders, GMs, CEOs and senior commercial and marketing directors who are ready for their next phase of growth.

Clients

What clients say

About

Check the evidence before you commit to the story.

 I started in journalism, and it left me with a habit I’ve kept: check the evidence before you commit to the story. Sixteen years on, across media, startups and agencies, I work with leaders who want strategy that is creative, rigorous and tied to revenue. 

Learn more

Let's find your signal.

If you lead a health or wellbeing organisation and your messaging, data and revenue aren't pulling in the same direction, I'd like to hear from you. No pitch decks. No pressure.
Signal & Orbit© 2026 Signal & Orbit. Lake Macquarie, NSW, Australia.LinkedIn