— Where the name came from

Named for a
trail, not an
office tower.

The North Country Trail runs 4,800 miles across the upper US — through Michigan, past towns you've never heard of. We borrowed the name and brought the same disposition to this firm: heads-down, deliberate, and built for the long haul.

We're a Detroit-built Google Ads practice taking direct aim at the San Francisco and New York firms — and winning on the only metrics that matter: pipeline quality, CAC discipline, and client tenure measured in years, not quarters.

Ruthlessly efficient. Opinionated on measurement. Senior-only roster. We do the work, then show the work.

Eric Huebner — Sleeping Bear Dunes, Michigan
Eric Huebner
Founder
Google · Stripe · Apollo.io
10+ years GTM · RevOps
eric@northcountryconsulting.com
— The long version
A decade inside the platforms.
Now outside, doing it right.

Eric spent the first decade of his career inside the companies most agencies pretend to understand. At Google, he helped build the commercial engine for the Ads platform. The part that grew revenue, not the part that appeared in keynotes.

At Stripe, he ran revenue operations through one of the fastest scaling periods in fintech. Every wasted impression was an audited line item. Every dollar of CAC was justified to a CFO.

At Apollo.io, one of the most talked-about revenue technology companies of its era, he owned the entire revenue generation engine: building and scaling sales teams, setting marketing goals, instrumenting the full funnel, and driving corporate strategy. Not a slice of GTM. All of it.

He started North Country Consulting because digitally native businesses spending real money on Google kept getting stuck with agencies that optimized for their own retention, not their client's pipeline. The small ones were sloppy. The big ones had a 200-client roster where senior talent only appeared on the sales call.

North Country Consulting is the firm Eric wanted to hire in every executive seat he sat in: a senior, opinionated, data-first Google Ads partner. Small roster on purpose. Founder in every account review. Built for operators who read their own P&L.

Based in Detroit. Working nationally.

— How we operate
A smaller firm,
on purpose.
Senior
Only.

No junior hand-offs. Every account is led by the founder or another senior partner. You know exactly who is in your account.

Written
Not decked.

Strategy arrives as a written document, not a 40-slide deck. If it can't survive on the page, it won't survive in an exec review.

Opinionated
On measurement.

Your attribution model has to reconcile with finance. If it doesn't, we rebuild it. Every number we report ties back to pipeline.

— Honest disclosure
This is probably
not for you if…