Lead conversion is the conversation franchise marketing leaders said they were prioritizing heading into this year, and for good reason. In this episode, Katherine LeBlanc sits down with Dave Hansen, CEO of ClientTether, and Lizzie Webb, VP of Operations and Marketing at Image Studios, to break down what's actually happening inside franchise funnels and what the brands getting it right are doing differently. One thing a listener will walk away with: the distinction between a lead quality problem and a sales process problem, and why it matters more than most marketers realize.
In this episode:
- Why low conversion is almost always a process problem, not a lead problem
- The two-metric system Lizzie uses to make the funnel visible across 150 locations
- Speed to lead: mystery shopping your own system and publishing the results
- When AI earns its place in the funnel and when it doesn't
- How to shift ad spend between channels and bring franchisees along
- The sixth call data point and what it means for follow-up strategy
Guest: Dave Hansen, CEO, ClientTether
Dave has spent over two decades building sales automation systems and nearly eight years inside the franchise industry. He brings a data-grounded perspective on where franchise brands consistently leave conversion on the table and what it takes to build a follow-up process that actually works. If you've ever wondered what your average lead response time actually is, Dave's answer to that question is worth your commute alone.
Guest: Lizzie Webb, VP of Operations and Marketing, Image Studios
Lizzie runs both marketing and operations at Image Studios, a 150-unit luxury salon suite concept across 31 states. Her approach to franchisee adoption, AI integration, and transparent benchmarking is one of the more practical examples we've had on this show.
Host: Katherine LeBlanc, Fractional CMO | Apollo CMO
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katherine@apollocmo.comWhat is Franchise Spotlight with Katherine LeBlanc?
Conversations with the leaders who are actually building franchising - from the executive suite to the field. Each season explores what success looks like right now, what franchise leaders should be paying attention to, and how the best brands are delivering real returns for their franchisees. Because at the end of the day, franchisee profitability isn't just a metric; it's the whole point.
Your host, Katherine LeBlanc, brings 13 years inside franchise systems, having led marketing across six brands spanning food, wellness, beauty, and experience. She's been in the room where these decisions get made. These conversations reflect that: direct, practitioner-level, and built for franchise leaders who don't have time for surface-level takes.