Fractional / Consulting Marketing Executive for B2B Tech

Welcome

Hello, thanks for stopping by! During my 20+ year background as a marketing and communications leader, I have helped early-stage and re-capitalized companies achieve growth (including two successful exits) through well-conceived and coordinated go-to-market strategies and tactics. Colleagues have described me as “energetic,” “creative,” and a “dynamo of productivity.”

Having been both a full-time staffer and a consultant over the years, I know how to best marry strategy and implementation plans to deliver a sound marketing roadmap. Yet, here is the conundrum for many early-stage companies: They are not yet ready to staff a full-time, in-house marketing executive, but they are in dire need of the expertise and skills that person can bring to the table. It can be even harder to find someone who is sensitive to the resource constraints and fast-evolving nature of these entrepreneurial environments.

OTHER OPTIONS ARE LESS THAN IDEAL

Hiring an Outside Marketing Agency

This doesn’t cut it in terms of ROI, because you almost certainly end up being handed off quickly to junior staff who are not able to deeply understand your solution offering, are juggling an assortment of clients, and don’t have the wide range of marketing knowledge needed.

Hiring a consultant for a specific, short-lived "to-do list" project

This works when you have a limited and specific deliverable in mind, but it doesn’t afford the time for that person to really “sink their teeth in” and get to know your business needs more deeply and help steer an integrated go-to-market plan.

Relying on a less seasoned marketing staff member

Hoping a junior person can “step up” may be unfair to you both, because regardless of their passion and ambition, they simply don’t have the necessary experience and perspective that an experienced marketing leader brings to the table.

Waiting

You can spend the next year going to market without the right guidance and tools. Can you afford to do that?

Areas I Can Address as a Fractional CMO

MESSAGING & STORYTELLING

Do we have the optimal messaging strategy for our offering(s)? Do we need a messaging segmentation plan based on buyer personas? Do we have a content development, delivery, and influencer plan to articulate our story in the best way?

COMPETITION

Are we clearly communicating value in our competitive landscape? Which competitors are our biggest threats and how do we win against them? Are we packaging and pricing our offering(s) appropriately?

MARKETING PLAN & METRICS

What are the marketing objectives in the next 12 months and how are those connected to company goals? What key performance indicators and results should we be measuring within marketing?

DEMAND GENERATION

What are the most effective campaigns we can be running with our limited budget? How do we rank/score leads in the most appropriate way? Can prospective buyers easily find us, through well-executed SEO, PR, social, and content initiatives?

SALES ENABLEMENT

How can we maximize the marketing-sales relationship? How can we improve sales training and better support the sales process? Are we conducting win/loss analysis? What other revenue channels can be helped by marketing and how?

BUDGETING & STAFFING

What allocation of marketing budget is recommended for various initiatives, including martech tools, events, campaigns, branding, customer-focused activities, website/SEO/SEM, etc? What is the staffing and goal-setting plan?