Marketing Technology · Investment Case
Marketing Foundations
Consolidating a fragmented six-layer marketing stack onto two SGA-owned platforms, Promo Republic and GoHighLevel. The move lowers run-rate spend, puts one owner on the data, and models to roughly $7 million a year in new-patient value.
Marketing Foundations · Confidential
Executive Summary
Consolidate six marketing layers onto two SGA-owned platforms
Today the stack runs six capability layers through a patchwork of vendors that own our data. Two SGA-owned platforms replace them, bring the data in-house, and lower the ongoing run-rate. The decision is a $214K Year-1 investment, of which $71K is already committed.
Today, fragmented
$427K/yr
Run-rate on these six layers today
- 3+ vendors on every capability layer
- 15 agency-owned CRMs with no shared system of record
- The agencies, not SGA, own the data
The decision
$214K Year 1
Investment to approve, $71K already committed
- Six layers consolidate onto Promo Republic (4) and GoHighLevel (CRM)
- Phased on the Swell and Yext sunsets, no contract breakage
- Already below today's $427K run-rate in Year 1
The result
$172K/yr
Steady-state run-rate, down ~$255K/yr from $427K
- SGA owns the marketing data end to end
- ~$7.0M/yr modeled value from the two platforms (directional)
- Steady state by June 2027
Source: vendor-pricing-matrix-2026-08-04-v5-monthly.xlsx (Aug 2026 baseline); Dental Intel; PeerLogic (May 2026). Portfolio = 91 Gen4 + 157 SGA/MODIS = 248 practices.
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Marketing Foundations · Confidential
The stack · what we spend today, and what we would spend
Six layers, one vendor per layer, one owner of the data
Each capability layer today, its vendor and portfolio cost, and where it lands after consolidation. Portfolio figures are monthly across all 248 practices.
Exhibit 1 · Marketing stack, current vs. proposed Portfolio · $ / month · proposed = steady state
| Layer | Vendor today | Today /mo | New vendor | Proposed /mo | Change /mo | |
|---|---|---|---|---|---|---|
| Reputation | Swell / SGA Rep | $12,798 | → | Promo Republic one tool · 4 layers | $13,092 $52.79 × 248 | −$8,834 |
| Local Listings | Yext / SGA Listings | $4,527 | → | |||
| Social | Social & Brand | $4,216 | → | |||
| Yelp / Foursquare | Bundled | $385 | → | |||
| Lead Capture / CRM | 15 agency CRMs | ~$13,650 | → | GoHighLevel | $1,240 Nov 2026 start | −$12,410 |
| Portfolio run-rate | $35,576 | $14,332 | −$21,244 |
ReputationListingsSocialYelp/FoursquareCRM
GoHighLevel (proposed)
A 60% cut in run-rate, $427K to $172K a year.
Vendor count per layer drops from 3+ to one, and agency-owned CRMs become SGA-owned. Year 1 is $214K blended through the sunsets; $71K already committed.
Source: vendor-pricing-matrix-2026-08-04-v5-monthly.xlsx (Aug 2026 baseline). Per-track detail (SGA 157 / Gen4 91 / MODIS) held in the backup model. Annual = monthly × 12.
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Marketing Foundations · Confidential
The proposal
Two SGA-owned platforms replace the fragmented stack
Every capability layer keeps running. What changes is the number of vendors behind them, and who owns the data.
Platform 1 · Promo Republic
Four capability layers in one tool
What it is. A multi-location marketing platform that runs reputation and review generation, local listings, organic social, and Yelp/Foursquare presence from one place.
What it replaces. Swell (reputation), Yext (listings), Social & Brand (social), and bundled Yelp/Foursquare, across all 248 practices.
Why it matters to us. One vendor and one owner of the data. Review velocity lifts the Google local pack, which drives more booking calls at no media cost. Modeled at a conservative +3% call lift, $5.5M/yr.
Where it stands. SGA and MODIS onboard Aug through Nov 2026; Gen4 migrates as Swell and Yext run out.
Platform 2 · GoHighLevel
One SGA-owned CRM for lead capture
What it is. A CRM and lead-capture platform: inbound forms, calls, booking, missed-call recovery, speed-to-lead, and follow-up in one system of record.
What it replaces. 15 separate agency-owned CRMs, at roughly $150 per practice in agency cost on the Gen4 track.
Why it matters to us. Missed-call recovery and speed-to-lead convert leads we lose today, SGA owns the data, and ~$48.6K/yr of agency CRM fees retire. Modeled $1.53M/yr, 140x on the 27 practices live today.
Where it stands. Rollout begins November 2026 across all 248 practices.
Source: vendor-pricing-matrix-2026-08-04-v5-monthly.xlsx; Promo Republic and GoHighLevel vendor materials. Value anchors detailed on the Return slide.
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Marketing Foundations · Confidential
Return on the stack
Modeled value builds to $9.9M a year, all on real SGA data
Each bar is one platform and one calculation. The two solid bars are the decisions, Promo Republic and GoHighLevel; the two lighter bars are context lines that already sit in other budgets. Every figure is anchored on $769 annual patient value.
Exhibit 2 · Modeled annual value, portfolio $ millions per year
Decision (ask)Context (other budget)Total
By platform
| Platform | Value/yr | Cost/yr | ROI | |
|---|---|---|---|---|
| Promo Republic | Ask | $5.50M | $203K | 27x |
| GoHighLevel | Ask | $1.53M | $11K | 140x |
| PeerLogic Analytics | Ctx | $2.80M | $203K | 14x |
| Headless CMS Yr1 | Ctx | $0.09M | saving | n/a |
| Combined | $9.92M | $417K | 24x |
How each line is estimated
- Promo Republic, $5.5M. +0.1 stars on Google ratings is about 5% more calls (Moz local), applied conservatively at 3% across 248 = +1,315 booking calls/mo x 45% conversion x $769.
- GoHighLevel, $1.53M. 27 live practices x ~264 missed calls/mo x 5% recovery x 45% conversion = +160 bookings/mo, plus $48.6K/yr of retired agency CRM fees. Scales ~9x at full 248.
- PeerLogic, $2.8M. 15,116 booking calls/mo across 85 practices, +2 points of conversion = +303 bookings/mo x $769. Sits in the tech budget.
Anchor: all value uses $769 annual patient value, the real Dental Intel network median across 216 SGA practices, not a placeholder. Conservative: excludes speed-to-lead form-fill lift and the ~29% missed-call rate outside the 27 GHL practices.
Source: Dental Intel ($769 APV, 216 practices); PeerLogic (May 2026, 85 practices); Moz. Costs are annual; Promo Republic shows the Year-1 blended figure ($203K), settling to $157K/yr at steady state. Asks = Promo Republic + GoHighLevel ($214K Yr1); PeerLogic and CMS are context in other budgets.
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Marketing Foundations · Confidential
The rollout
No contract breakage, scorecard live Sept 5, steady state June 2027
Phased so nothing double-bills: Gen4 runs out Swell and Yext on contract while other practices onboard in parallel. Diamonds mark the dates a deliverable has to land.
Exhibit 3 · Initiative schedule, Aug 2026 to steady state Solid = decisions · muted = context
Sept 5, 2026Patient Funnel scorecard launches (20 Focus practices)
Nov 2026GoHighLevel rollout begins across 248
Dec 2026Swell sunsets, Gen4 reputation migrates
May 2027Yext sunsets, Gen4 listings migrate
June 2027Steady state, all 248 on both platforms
Source: SGA rollout plan, Aug 2026. Tracks: Promo Republic (SGA/MODIS 157, Gen4 91), GoHighLevel (all 248). CMS and PeerLogic shown as context. Patient Funnel scorecard reports monthly to ROD and GM.
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Marketing Foundations · Confidential
The decision
Approve two platforms across all 248 practices
One decision, two SGA-owned platforms. It lowers run-rate spend, brings the marketing data in-house, and is modeled to return roughly $7.0M a year. The incremental improvement is straightforward.
What we are approving Year 1 · portfolio of 248
| Platform | Replaces | Live by | Year-1 cost | Modeled value/yr | ROI |
|---|---|---|---|---|---|
| Promo Republic 4 layers | Swell, Yext, Social & Brand, Yelp/Foursquare | Jun 2027 | $203K | $5.50M | 27x |
| GoHighLevel CRM | 15 agency-owned CRMs | Nov 2026 start | $11K | $1.53M | 140x |
| Approve | $214K | $7.03M | 33x |
Not part of this decision: the headless CMS (web project, retires a $13K/mo MSP contract in Jan 2027) and PeerLogic Analytics (tech budget). Both are shown earlier for the full picture only.
Source: vendor-pricing-matrix-2026-08-04-v5-monthly.xlsx; Dental Intel; PeerLogic. Value figures are directional and anchored on $769 annual patient value. SGA Dental Partners, confidential.
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