Services That Drive B2B SaaS Growth.
Outcomes, Not Capacity
Why Fractional Makes Sense Now
Today's marketing landscape has changed. AI enablement means companies need fewer marketers but demand better outcomes. You need skilled, experienced leadership that delivers measurable results—improved ICP fitness, higher pipeline conversion, faster sales velocity, better win rates—without the permanent headcount commitment.
That's where I come in: proven expertise, better methods and processes, flexible engagement, outcome-focused delivery.
Services
Product Marketing & GTM Strategy
Solving specific product go-to-market challenges
Develop and execute go-to-market strategies that drive pipeline and revenue growth. Proven frameworks for positioning, messaging, competitive intelligence, and sales enablement.
Fractional CMO & Marketing Leadership
Running your marketing function
Executive marketing leadership for growth-stage companies. Create and execute integrated marketing strategies that generate multi-million £ pipelines from scratch using Pragmatic and OKR methodologies.
Commercialisation
From IA/IP to market-ready product with traction
Create commercialisation strategies and validate product-market fit for early-stage IP. Apply product management and go-to-market operating models for commercial success.
Product Marketing & Go-To-Market Strategies For Growth
You need this when you have a specific product challenge - such as launching something new, poor win rates, unclear positioning, sales struggling with messaging - but you already have marketing leadership in place (or don't need full-time leadership).
What I deliver:
GTM toolkit: positioning, ICP definition, value propositions, competitive intelligence, messaging frameworks, buyer personas
Sales enablement: battlecards, talk tracks, demo guidance, competitive positioning, objection handling
Product launch execution: launch planning, cross-functional alignment, go-to-market readiness
Win/loss analysis and market intelligence programs
Campaign frameworks and demand generation enablement for your marketing team
Customer engagement programs: user groups, workshops, advocacy structures
Engagement model: Project-based (typically 3-6 months) creating the intellectual assets and frameworks your product needs to sell better. I work with your existing teams to solve specific GTM problems.
You retain: Your marketing leadership and operations
You gain: Expert-level product marketing strategy and deliverables
Ideal for: B2B software companies (any size) with specific product GTM challenges: new product launches, repositioning efforts, win rate improvement, sales enablement gaps.
Fractional CMO & Marketing Leadership
You need this when you don't have marketing leadership, your current leadership isn't delivering, or you need to scale/turnaround the entire marketing function. You need someone accountable for pipeline results, not just frameworks.
What I deliver:
Executive marketing leadership: I am your CMO—setting strategy, reporting to CEO/board, accountable for pipeline numbers
Comprehensive marketing strategy: situation analysis, policy recommendations, execution planning
Integrated execution: product marketing, demand generation, sales enablement working as a coherent system
Multi-channel campaign management: ABM, digital, content, events—orchestrated for pipeline impact
Team leadership: hiring, coaching, development, and performance management
Pipeline accountability: attribution modeling, analytics, forecasting, continuous optimization
Sales-marketing alignment: SLAs, lead handoff processes, shared goals and dashboards
MarTech optimization: stack audit, platform selection, workflow design
Engagement model: Ongoing leadership engagement (typically 12+ months, 2-3 days/week) with operational ownership and accountability. I am your marketing leader.
You retain: Your marketing team who need structured leadership and proven processes to reach their potential
You gain: Experienced marketing executive delivering pipeline without full-time cost
Ideal for: Growth-stage B2B SaaS (£5m-£50m revenue) needing fractional CMO expertise, OR business line marketing within larger organizations requiring turnaround or acceleration.
Commercialization Strategy & Product-Market Fit
You need this when you're a university commercialising intellectual assets / property or launching a spin-out, or you are an early-stage company struggling to find product-market fit. You need someone who understands both product discipline and go-to-market realities.
What I deliver:
Commercialisation strategy: from IP/technology to market-ready product with clear routes to revenue
Pricing and commercial model: packaging, pricing structure, business model validation
Product-market fit validation: systematic approach to finding your beachhead market
Go-to-market planning: ICP definition, positioning, channel strategy, launch execution
Product operating model: Pragmatic Framework-based processes for requirements, roadmapping, releases
Voice of customer programs: buyer dynamics research, use case validation, early customer development
Business readiness: processes and assets needed for commercial launch
Engagement model: Phased project work (typically 3-6 months) taking you from early-stage uncertainty to commercial readiness and initial traction.
You retain: Focus on product development
You gain: Commercial clarity, market validation and some initial traction
Ideal for: University spin-outs commercialising IP, early-stage tech companies (pre-£1m revenue) seeking product-market fit, or established companies launching new products.
Main differences at a glance
| Product Marketing | Fractional CMO | Commercialization | |
|---|---|---|---|
| Problem | Specific product GTM challenge | Need marketing leadership | Early-stage/no PMF |
| Role | Expert consultant | Your CMO | Commercialization guide |
| Accountability | Deliverables | Pipeline results | Market validation |
| Duration | 3-6 months | 12+ months ongoing | 3-6 months |
| Working with | Your existing teams | Leading your team | Founders/product team |