How 8 SIGNAL’s Fractional CMO Partnership Drove 625 Bookings and Supported $6.1M in Revenue for Appleton Moving Company
Overview
Appleton Moving Company, a family-owned Texas leader with over 2,000 five-star reviews, partners with 8 SIGNAL for dedicated marketing leadership. As Appleton’s Fractional CMO, we provide the strategic guidance necessary to plan, implement, and optimize campaigns that continuously enhance their marketing and sales operations.
Our ongoing collaboration includes leading weekly Level 10 and quarterly strategy meetings to ensure total alignment between leadership and sales. By maintaining customized performance scorecards, we enable the team to make real-time, data-driven decisions. We actively manage their PPC and SEO strategies, consistently boosting qualified leads and visibility across Texas.
Beyond digital management, we oversee brand consistency and website optimizations to ensure a premium user experience. These sustained efforts contributed to 625 COD bookings and $6.1M in total revenue in 2025. Today, we continue to build on this foundation, strengthening customer loyalty and scaling operations for even greater reach in 2026.
Client Background
Appleton Moving Company (which includes Scobey Moving & Storage and Central Transportation Systems, agents for Mayflower and United) is a premier Texas moving provider with a century-long legacy. They specialize in residential, commercial, military, and international moves. Appleton works with 8 SIGNAL to accelerate growth and turn their stellar reputation into scalable results without the overhead of a full-time executive hire.
The Challenge
Even with a century of excellence, Appleton faced growth hurdles common to high-volume industries: inconsistent lead quality, fragmented sales enablement, and under-optimized digital channels. They needed a partner who could not only build a strategy but stay in the driver’s seat to navigate a competitive Texas market.
The Solution: Ongoing Fractional CMO Leadership
8 SIGNAL serves as Appleton’s Fractional CMO, providing the high-level leadership required to manage the full customer value journey. This is an active, EOS-aligned partnership designed for long-term accountability.
Key elements of our ongoing strategy include:
- Active Leadership: Leading weekly Level 10 meetings and quarterly sessions to ensure the sales and marketing departments remain perfectly synced.
- Performance Tracking: Utilizing customized scorecards for weekly reporting, allowing us to pivot strategies based on real-time data.
- Search Excellence: Managing and optimizing PPC and SEO campaigns to capture high-intent moving leads in San Antonio, El Paso, Killeen, and beyond.
- Infrastructure & Design: Overseeing continuous website updates for speed and conversion, while managing a full library of digital and print sales collateral.
- Brand Authority: Ensuring consistent messaging that positions Appleton as the “stress-free” choice for Texas moves.
Results & Current Momentum
The partnership delivered significant impact throughout 2025 and continues to accelerate in 2026:
- $6.1M in 2025 Booked Revenue: Our direct marketing channels generated $2.8M, while our sales enablement tools helped the team convert an additional $3.3M from third-party sources.
- Operational Velocity: The transition from monthly maintenance to weekly proactive strategy has significantly increased the speed of implementation.
- 2026 Growth: We are currently seeing measurable gains in SEO rankings and organic traffic. As we move through early 2026, we are already executing goals designed to maximize the upcoming peak moving season in Q3.
“After we started the Fractional CMO program, it really increased our velocity. We went from being able to have a monthly maintenance meeting, to weekly strategy, implementation, and problem solving.”
– Eric Barker, VP of Commercial Services, Appleton Moving Company
Conclusion
By providing true CMO-level leadership, 8 SIGNAL equips Appleton Moving Company with the strategic thinking and weekly accountability needed to dominate the Texas market. What began as a move to align sales and marketing has evolved into a powerhouse partnership. Today, Appleton operates with a marketing foundation built for continuous expansion, ensuring they remain the most trusted name in Texas moving for years to come.
