01
Positioning & messaging
ICP, value prop, category language and a messaging stack the whole company can sell behind. Tested in market, not slidewared.
02
Deliverables
What gets built.
By month three the company has a clear story, a working demand engine, a stack that measures it, KPIs the board trusts, and a team that knows what to do on a Monday morning. That is the deliverable.
02
Demand generation engine
Paid, organic, partnerships and lifecycle, sized to budget and forecasted to pipeline. Every channel earns its line.
03
Brand architecture
Brand house, naming, visual and verbal identity. Coherent across product, sales and marketing assets.
04
Martech & attribution
Stack rationalised. Tracking that survives audit. A single source of truth from spend to revenue.
05
KPI & board reporting
A short, defensible KPI tree. Weekly operating reviews. A board pack the CFO will sign.
06
Team & agency leadership
Org design, hiring and coaching of the in-house team. Agency roster reshaped to the new plan.
Questions & answers
Scope questions from real briefs.
The deliverable-level questions CEOs ask before signing: martech, positioning, attribution and hiring. Direct answers on ownership and timeline.
Will a fractional CMO rebuild the entire marketing tech stack, or work with what is already there?
Both are on the table. The default is to rationalise the existing stack (kill what is not earning its cost) and add only what is missing. A full rebuild only happens when the current stack cannot produce a defensible number for the board.
Does a fractional CMO write positioning and messaging directly or hire someone to do it?
The positioning, ICP and messaging stack are owned and written by the fractional CMO. Copywriters, designers and agencies produce the assets; the leader owns the words the company sells behind.
Can a fractional CMO fix attribution and reporting before an upcoming board meeting?
Yes. A defensible attribution model, a marketing KPI tree and a board pack the CFO will sign are typically in place inside the first sixty days, in time for the next quarterly board.
Does the mandate include hiring the permanent marketing team or only leading them?
Both. Hiring plan, job specs, interviews and onboarding of new marketing hires are part of the mandate. When the timing is right, the fractional CMO also hires the permanent successor and hands over cleanly.
Next step
Let's see if it's a fit.
Twenty minutes on a call. You describe the growth problem and the timeline. I tell you straight whether renting a fractional CMO is the right move, and what it would look like.
Book an intro call