Refactor your marketing. Build predictable pipeline.
Fractional CMO services for growth-stage B2B technology companies.
Most growth-stage B2B tech companies aren't running bad marketing. They're running marketing that was never properly built — patched together as the business grew, with no architecture underneath it. The result is inconsistent pipeline, a sales team without the enablement it needs, and a CEO making marketing decisions without a marketing strategy or leader.
The gap most growth-stage companies hit
Sales can get you to traction. It can't get you to scale.
At some point, every B2B technology company runs into the same wall. The sales team is working hard. The product is solid. But pipeline is inconsistent, marketing is scattered across tactics with no connective strategy, and the messaging that worked in year one no longer reflects what the company actually does. And the sales team feels it first — inconsistent messaging, weak enablement, and leads that don't convert.
The instinct is to hire. A content person. A demand gen manager. Maybe an agency. But without senior marketing leadership setting the direction, execution doesn't accumulate into anything. You end up with more activity but not more pipeline.
A full-time in-house CMO could provide leadership, but at a cost — sometimes $250,000 or more per year, fully loaded. For a company at this stage, that's often the wrong investment at the wrong time. And not every company is ready for an embedded leadership relationship on day one — some need a clear-eyed assessment first, or a rebuilt foundation, before they're ready to commit to that.
"Most growth-stage companies don't have a sales problem. They have a marketing problem — years of shortcuts, inconsistent decisions, and no architecture underneath the activity. A marketing refactor fixes what's under the hood."
Fractional marketing leadership
Marketing leadership, scoped to where you are.
Every Fractional CMO engagement moves through the same arc — Audit, Blueprint, Construct, Drive — but where you enter it depends on what's already in place. Some companies start at the beginning. Others arrive with a strategic foundation already in place, and move straight into building and executing against it. The engagement is scoped to match where you actually are, not assigned from a fixed tier.
Think of it as bringing in a principal engineer for your marketing codebase — someone who diagnoses what's there, designs what's missing, builds it, and leaves your team with something they can run and extend independently.
Scope and investment are tailored to each client's needs during the discovery call — not assigned from a fixed menu or package.
Meaningful marketing progress is rarely visible in less than two quarters, so all fractional engagements require a minimum six-month initial commitment.
Not ready for a full fractional engagement?
The Audit and Blueprint stages above are also available as standalone, project-based engagements for companies that need a clear answer or a strategic foundation before committing to embedded leadership. Ask about either during your discovery call.
Results that are documented and quantified
Not just frameworks. Track record.
20+ years of B2B technology marketing leadership. The numbers below are from real engagements — named companies, defined programs, measurable outcomes. The architecture behind these results is documented and repeatable, and it forms the platform every Refactor Marketing engagement is built on.
1,191%
Sales growth
Partner marketing strategy and channel program redesign at HP
$3.8M
Marketing-attributed revenue
Demand generation and campaign strategy at DSCI
774%
Campaign ROI
Documented campaign return on investment at DSCI
63%
YoY UCaaS/SaaS sales growth
Improved product line performance at TPx Communications
Roles held
- Head of Global Partner Solutions Marketing — HP / Poly
- Vice President, Marketing — TPx Communications
- Senior Vice President, Marketing — DSCI
HubSpot Inbound Marketing and Revenue Operations certified.
Deep operating experience in cloud communications, UCaaS, CCaaS, managed services, and SaaS — the exact markets most Refactor Marketing clients compete in.
The engagement process
Straightforward from day one, tailored to where you start.
Every engagement follows the same arc — Audit, Blueprint, Construct, Drive. Where you enter it, and how long each stage takes, depends on what's already built.
01
Audit
A structured review: stakeholder interviews, a full assessment of what's working and what needs to be rebuilt, and — where relevant — conversations with your customers and prospects. By the end, you have a scored baseline, a clear diagnosis, and a prioritized set of next steps.
02
Blueprint
Positioning and messaging are developed and documented, alongside a demand generation channel strategy and the metrics framework you'll use to track progress. This stage is strategic and documentation-focused — the plan and the goals, not yet the buildout.
03
Construct
The plan becomes real. Sales enablement materials — battle cards, personas, pitch narrative — are built and validated directly with your sales team, and demand generation channels are set up and launched against the strategy defined in Blueprint. This is typically where the first quick wins show up.
04
Drive
Ongoing execution, campaign oversight, go-to-market planning for new initiatives, cross-functional alignment with sales and product, and quarterly OKR reviews. This is where the engagement lives for most of its life, continuing month to month after the initial six-month commitment, with regular measurement, reporting, and adjustment.
At the end of every engagement — whether it runs six months or two years — the client has a fully documented marketing function, a working reporting framework, and a team that can run and extend it independently. No single point of failure walks out the door. That’s not a nice-to-have. It’s the standard every engagement is held to.
Let's talk
If any of this sounds like where your company is, it's worth a conversation.
Book a 20-minute introductory call. We'll talk through where your marketing stands today, where your business is headed, and whether a Refactor Marketing engagement makes sense — and if so, where you'd start. If it doesn't, you'll leave with a clearer picture of what you actually need.
No pitch. No follow-up sequence. Just a direct conversation.