Direction before tactics
Start with the business objective, customer journey and priorities—then decide which channels and tools support them.
Marketing Leader · Lead Generation · Growth Systems
Dane “The Professor” Wiseman helps business leaders set direction, align people and partners, and manage the lead generation systems that turn marketing activity into sustainable growth.
TRUSTED BY
NYUWATERSHAPE UNIVERSITYFSPASWPSS
Marketing Leader + EducatorStrategy grounded in execution
15+Years as a marketing leader
11+Years teaching at NYU
500+Companies supported
30+Graduate & Diploma Courses Taught
01 WHY DANE
An executive who leads.
A practitioner who understands the work.
Dane speaks from the leadership seat—setting direction, aligning teams and vendors, establishing accountability and keeping strategy connected to the customer journey.
As Chief Marketing Officer at CyberFunnels and an NYU adjunct instructor since 2015, he combines executive-level management with a practical understanding of lead generation, search, paid media, conversion, CRM, analytics and operations.
View detailsOne accountable system
Align internal teams, specialists, vendors and technology around shared goals, ownership and useful reporting.
Close enough to the work
Lead from a practical understanding of implementation so decisions hold up beyond the strategy meeting.
MARKETING FOCUSDigital Marketing Leader
01Set the direction
Define the audience, customer journey, priorities, investment and outcomes before choosing tactics.
02Align the people
Give internal staff, agencies, vendors and technology one shared plan with clear ownership.
03Manage performance
Use meaningful reporting, accountability and practical optimization to improve the complete system.
03 FEATURED SESSIONS
Leadership perspective.
Practical enough to use.
Keynotes, breakouts and workshops that help leaders make better decisions, manage marketing effectively and understand what happens after the lead arrives.
01
Core Area
Get More Qualified Leads—Without Becoming a Marketing Expert
A leadership-focused playbook for owners who need better leads, stronger conversion and a growth system their team can understand, manage and improve.
- Lead generation strategy
- Team + vendor alignment
- Conversion systems
02
Core Area
Preventing Critical Digital Marketing Mistakes
A practical examination of the leadership and management gaps that quietly stall growth—from disconnected vendors and unclear ownership to weak follow-up and unreliable measurement.
- Marketing strategy
- Performance visibility
- Accountability
03
Supplemental Session
The Growth System for Contractors
A complete framework connecting customer acquisition with workforce management—so marketing, sales, scheduling, communication and job profitability operate as one system.
- Integrated marketing
- Lead nurture + CRM
- JobTread + operations
04
What's New
AI Implementation: AI Handles Repetition. Your People Handle Relationships.
A human-first approach to using AI across marketing, sales and operations—automating repeatable tasks while protecting the judgment, empathy and trust that move a business forward.
- Practical AI adoption
- Workflow automation
- Human-first systems
05
Ongoing Session
The Digital Marketing Playbook for Pool Companies
A channel-by-channel workshop covering paid advertising, SEO, website conversion, content, reputation, AI, CRM automation and analytics—ending with a prioritized action plan.
- Paid + organic channels
- Conversion + automation
- Marketing action plan
Flexible formats Sessions can be adapted for a focused 60-minute keynote, a 90-minute deep dive or a 3.25-hour workshop.
04 FROM THE PLAYBOOK
Ideas from the stage.
Built for action.
Practical articles expanding each featured session into leadership principles, operating frameworks and next steps your team can use.
Your Next Website Visitor May Be Acting for the Buyer
The next prospect interacting with a contractor’s website may not be the homeowner alone. Meta’s newly announced Muse agent can browse, fill out forms and take action on a person’s behalf. That does not mean an AI agent is ready to choose a pool builder or roofing contractor today. It does mean businesses should begin preparing for a customer journey in which software helps people research, compare and initiate contact.
Read articleWhen an Ad Setting Becomes a Strategy Decision
Beginning in September, Google is automatically upgrading Search campaigns that use text customization into AI Max. For pool, spa, roofing and home-service companies, this is more than a platform housekeeping change. It can affect how searches are matched, how ad language is assembled and which pages become part of the customer journey.
Read articleThe Next Lead Form May Be a Conversation
Google is testing a way for viewers to move directly from a YouTube Demand Gen ad into a messaging conversation with a business. For pool, spa, roofing and other high-ticket home-service companies, the important change is not the button. It is the shrinking distance between advertising and the first sales conversation.
Read articleThe Home-Improvement Market Isn’t Dead. It’s Selective.
Homeowners are still spending, but they are separating urgent, planned and high-confidence projects from purchases that can wait. That changes the job of marketing: the goal is not simply to create more inquiries, but to make the right buyer more certain about moving forward.
Read articleA Leadership System for More Qualified Leads
More leads are not automatically better leads. Sustainable growth begins when leadership defines the right customer, builds a connected path from first click to booked appointment, and gives every person involved a clear role.
Read articleThe Digital Marketing Mistakes That Quietly Stall Growth
Most damaging marketing mistakes are not caused by one bad ad or a missed social post. They come from structural gaps: unclear strategy, disconnected vendors, weak follow-up, and reporting that never reaches revenue.
Read articleWhy Marketing and Operations Must Run as One Growth System
Growth is not complete when a lead arrives. A contractor creates value only when marketing, sales, scheduling, production, customer communication, and job profitability work together.
Read articleA Human-First Framework for AI Implementation
AI creates the most value when it removes repetitive work and gives people more time for judgment, creativity, and customer relationships. The goal is not automation everywhere; it is thoughtful automation where consistency and speed matter.
Read articleBuilding a Complete Digital Marketing Playbook for Pool Companies
Pool companies do not need another disconnected tactic. They need a coordinated playbook that shows what to prioritize, what to cut, and how every channel contributes to a measurable customer-acquisition system.
Read articleWHAT'S NEWAI Implementation
AI handles repetition.
Your people handle relationships.
AI supports the marketing system by removing repetitive work—not by replacing the people who build trust, exercise judgment and serve the customer.
05 UPCOMING EVENTS
See Dane
in the room.
Upcoming speaking and teaching engagements focused on marketing, lead generation and stronger business systems.
02DEC
2026
2026
Upcoming session
Watershape University
San Diego, California
06 EXPERIENCE
From the classroom
to the conference stage.
Dane has presented for academic institutions, trade associations, industry groups and national organizations.
New York UniversityGraduate & Certificate Programs
Watershape UniversityIndustry Education
Everything Under the SunFSPA
Southwest Pool & Spa ShowSWPSS
Additional engagements include the Canadian Pool & Spa Conference, the NESPA Northeast Pool & Spa Show, Carecraft and national professional organizations.
07 FROM THE AUDIENCE
“The best sessions don’t end when the room clears. They change what people do next.”
“
Two of the best presentations I saw this week. Thank you for all the valuable information.
“
Thank you for the presentation! I learned a bunch, and it’s good to know we’re already in a good spot with what we’re doing.
“
Your classes were incredibly valuable.
08 SPEAKER BIO
Organizer-readyMeet Dane
Meet Dane
“The Professor”
Wiseman.
Dane Wiseman is a marketing executive, educator and Chief Marketing Officer at CyberFunnels.
Known as “The Professor,” Dane brings more than 15 years of experience as a B2B and B2C marketing leader, along with over a decade in the classroom. In addition to leading marketing at CyberFunnels, he has held senior roles at Nearpod, Critical Mention and Onclusive (formerly AirPR). He has taught graduate and certificate-level courses at New York University since 2015 and also teaches through Watershape University.
Dane leads integrated growth systems that connect strategy, creative specialists, agencies and technology across lead generation, websites, paid media, SEO, CRM, automation, reporting and operations. He stays close enough to implementation to challenge assumptions and make better management decisions—without confusing leadership with doing every task himself. AI implementation supports that work through a human-first principle: AI handles repetition; people handle relationships.
09 START A CONVERSATION
Contact
Dane.
Planning a conference, workshop or industry event? Share a few details and Dane will follow up directly.
Use the secure form to reach Dane directly.