Q.
Who are your ideal clients?
A.
We serve companies that provide innovative products and services in rapidly evolving technology markets. We've worked with companies from startup to multibillion dollar businesses, but most typically our clients are fast-growing and in the range of $ 10M to $ 150M in sales.
Q.
What types of products and services have you gained experience with?
A.
Our experience includes areas as diverse as SaaS, AI/ML, IT infrastructure, MSP services, data analytics, and AI workflow automation. We've also worked in real-estate property management, automated transportation systems, factory controls, PLM, asset management, telecommunications and telecom analytics, project management, and other categories of offerings.
Q.
What is the difference between go-to-market and fractional marketing services?
A.
A fractional CMO leads the marketing function--both strategy and execution, and operates as would an internal CMO on a fractional basis. A go to market advisor is scoped to impact not only marketing but other aspects of the operation depending upon scope, such as product management, sales and distribution, strategic partnerships, or corporate development. Both focus on both strategy and execution, but the fractional CMO owns the marketing resources to execute, whereas the GTM Advisor primarily facilitates cross-functionally, collaborating with functional leaders to align plans, and then overseeing cross-functional execution against those plans.
Q.
Do you work with startups?
A.
Yes. For early-stage companies our role is often advisory, and focused on helping founders launch with limited funding, developing messaging, sales materials or investor pitch decks. For later stage startups (series A and later), we work as a fractional CMO and as part of your leadership team, just like a full-time member of your staff, only on a fractional, less costly basis. We work cross-functionally with your team to create and execute right sized plans optimized to create predictability of demand, conversion, and revenue.
Q.
What does an engagement look like?
A.
Each engagement is crafted with specific goals and deliverables. For fractional CMO engagrements, we usually begin by onboarding and interviewing stakeholders, examining critical data and other materials in order to obtain fresh insights and guide any strategic changes to current plans, value propositions or objectives. We will meet with cross-functional stakeholders to either create or confirm and align around a go to market strategic approach. Then, we will craft a detailed and right-sized execution plan, carefully identifying the key performance objectives to target. With that plan agreed upon and in place, we oversee its execution, coordinating existing internal and external resources, and recruiting any additional needed. We communicate daily and weekly with existing team members, and report out progress per agreed upon plan, either weekly, bi-weekly, or monthly.    
Q.
What types of deliverables should we expect?
A.
Each engagement is crafted with specific goals and deliverables, but may include many of the following:   
  • Market, customer, competitor insights report
  • Marketing operations assessment
  • Digital market analysis
  • Category analysis
  • Messaging framework
  • New market opportunity/expansion assessment
  • Market development strategy
  • Make vs buy analysis
  • Marketing execution plan and budgets
  • Business plan
  • Cross-functional Objectives and Key Results
  • Marketing execution plan
  • Strategic Partner and/or funding pitch deck
Q.
Do you provide agency resources such as graphic design, PR, or advertising management?
A.
No. Our value add is around developing insights, creating right-sized plans, and overseeing their implementation to drive market adoption and revenue. We work with your existing staff and agency partners where that makes sense. If additional resources are required, we can identify and introduce trusted partners from our own network.
Q.
Isn't it less expensive to hire internally?
A.
Full-time hires require overhead costs that fractional resources do not. You can bring in a fractional executive on an interim basis, for a specific launch, or for a specific period of time and you pay only that fraction of what a full time CMO would otherwise cost.