# The Wayward Co.

> The Wayward Co. is a UK-based technical marketing partner — a small, senior crew of full-stack operators (fractional marketing ops) who build the marketing, GTM, CRM, AEO and analytics systems that in-house teams are missing. Based in London, working globally. Founded November 2025 by Jimmy McLellan (Co-Founder & Fractional CMO) and Sarah McLellan (Co-Founder & Operations), backed by a vetted senior contractor bench.

The Wayward Co. plugs into a marketing team in three ways: an embedded team bolted onto yours, a fast one-off project, or a fractional leader in the room. Positioning: "the tech skills your team is missing" — senior operators only, no junior hand-offs, work shipped over slide decks. Pricing is quote-based (via the estimator), not published as fixed plans. Contact: hello@thewaywardco.com.

## Start here
- [Home](https://thewaywardco.com/): What The Wayward Co. does — a technical marketing partner building GTM, CRM, AEO, AI and analytics systems.
- [How we work](https://thewaywardco.com/services): The three engagement models — embedded team, one-off projects, and fractional leadership.
- [About](https://thewaywardco.com/about): The team, story, operating principles, and why they exist (bridging the gap between marketing ideas and execution).
- [Contact](https://thewaywardco.com/contact-us): Book a call with a senior operator.
- [Request a quote](https://thewaywardco.com/request-a-quote): Instant ranged estimate for a marketing, GTM or automation project.

## Capabilities (the five pillars)
- [AEO, GEO & Search](https://thewaywardco.com/aeo-search): Answer Engine Optimisation, Generative Engine Optimisation and SEO — getting a brand cited by ChatGPT, Perplexity and Google AI Overviews, not just ranked.
- [GTM Engineering](https://thewaywardco.com/gtm-engineering): Go-to-market engineering — lifecycle automation, lead routing, data plumbing and the systems behind pipeline.
- [Marketing AI](https://thewaywardco.com/marketing-ai): AI content engines, workflows and agents wired into the marketing stack.
- [CRM & Automation](https://thewaywardco.com/crm-automation): CRM setup and repair, lifecycle automation and data hygiene across HubSpot, Salesforce and beyond.
- [Analytics & Data](https://thewaywardco.com/analytics-data): Tracking, attribution, GA4 and server-side data engineering that makes marketing measurable.
- [Expertise](https://thewaywardco.com/expertise): Full capability index — Automation & Ops, Integrations, Paid Social/Digital/Growth, Analytics & Tracking, CRM Automation, GTM Engineering, Websites & Landing Pages, Marketing AI, Content Engines, and AEO/GEO/SEO.
- [Technology](https://thewaywardco.com/technology): The 40+ martech tools The Wayward Co. implements, integrates and runs — and how the right one is chosen.

## Proof
- [Client Stories](https://thewaywardco.com/client-stories): Case studies — real projects, real outcomes for founders and marketing teams.
- [Reviews](https://thewaywardco.com/reviews): Client testimonials from CMOs, founders and marketing leads.
- [Locations](https://thewaywardco.com/locations): Regions served — London-based, working globally across the UK, Europe, Australia, the US and beyond.

## Content
- [Blog & News](https://thewaywardco.com/blog): Practical playbooks on AEO, GTM engineering, marketing AI, CRM automation and analytics.
- [News](https://thewaywardco.com/news): Company updates and martech news.

## Optional
- [Privacy Policy](https://thewaywardco.com/legal/privacy-policy): How The Wayward Co. handles personal data.