B2B companies doing $15M–$60M who've outgrown startup marketing
You've scaled on word of mouth, founder-led sales, and hustle. But that engine is sputtering. Marketing feels reactive - a mix of random activities with no strategy tying them together. Your team executes. No one is setting direction. The result: inconsistent messaging, a pipeline that's hard to predict, and a CEO still making every marketing decision because no one has given them a reason not to.
You know you need senior marketing leadership. You also know a full-time CMO at $250K–$350K isn't the right move - not yet. What you need is fractional: all the judgment, none of the overhead. That's the exact gap this engagement fills.
"You don't need a full-time CMO. You need senior judgment, a proven go-to-market framework, and someone who has built B2B demand generation engines before - without the $300K salary. That's what I bring."
Activity without strategy costs more than you think
When marketing is led by execution rather than strategy, companies spend real money on content that doesn't convert, ads that reach the wrong buyers, and events that generate business cards instead of pipeline. The hidden cost isn't what you spend - it's the compounding revenue you're not generating because your go-to-market is misfiring.
A fractional CMO stops that leak. You get a senior mind that has built demand generation engines, owned positioning end-to-end, and aligned marketing to revenue - embedded part-time in your business, accountable to your growth outcomes.
Strategy ownership, not more deliverables
- ✓Full positioning and messaging framework - built for your specific buyer, not your org chart or founder's ego
- ✓Go-to-market strategy with channel priorities ranked by realistic ROI - so the team knows exactly where to spend first
- ✓Demand generation engine design - ICP to pipeline, with clear attribution from marketing activity to revenue
- ✓Sales and marketing alignment - one narrative from first digital touch to closed deal, so reps stop rewriting the story
- ✓Monthly strategy day with your team + weekly CEO check-in - maintaining momentum between sessions
- ✓AI-generated playbooks, campaign briefs, and content frameworks ready for your team to execute against
- ✓Board-ready marketing dashboard - clear evidence of what's working when your investors ask
- ✓Quarterly growth review - a strategic reset that keeps the plan honest and the team focused
Every engagement is powered by AI - which means faster strategy development, richer deliverables, and execution-ready assets your team can use immediately.
- Claude drafts positioning statements, messaging hierarchies, and ICP profiles from discovery sessions - cutting strategy time from weeks to days
- ChatGPT and Copilot turn strategy frameworks into campaign briefs, email sequences, and landing page copy for junior staff to refine
- AI analysis of your CRM, pipeline reports, and customer feedback surfaces the insights that make monthly strategy days sharper
- A custom prompt library means your internal team generates on-brand content independently - compounding value beyond the engagement
VP-level experience. Fractional availability.
Dean is a revenue engine builder and GTM & RevOps leader who turns fragmented commercial operations into unified, high-velocity growth systems. He modernizes strategy across SaaS, telecom, and enterprise tech-aligning Marketing, Sales, Product, and Success into a single, integrated growth engine. He pairs strategic clarity with hands-on execution, deploying demand generation, product-led growth, and account-based strategies to create predictable pipelines and strengthen retention. Dean injects analytics, attribution modeling, a modern growth stack, and AI across the customer lifecycle to multiply output, increase efficiency, and compound revenue.
Frequently Asked Questions
A fractional CMO owns your marketing strategy rather than executing tactics. On a typical month, that means one full strategy day with your team to set priorities and review performance, weekly check-ins with the CEO or COO to stay aligned on business goals, and regular async input on decisions, campaigns, and content. The day-to-day execution stays with your internal team or agency - the fractional CMO provides the strategic direction, the messaging architecture, and the judgment calls that junior staff can't make on their own.
Most clients see meaningful strategic output - a clear ICP, a refined positioning statement, a prioritized channel plan - within the first 30–45 days. Pipeline impact typically follows in 60–90 days as the strategy flows into execution. The 3-month minimum commitment exists precisely because marketing strategy needs time to compound. Companies that commit to 6–12 months see the most significant growth impact.
A marketing agency executes. A fractional CMO strategizes - and holds your agency accountable. Most B2B companies that engage agencies without a strategic marketing leader find they're paying for activity that isn't connected to business goals. A fractional CMO sets the strategy, writes the agency brief, evaluates the output, and ensures everything from content to paid media is working toward the same pipeline target. Think of it as the brain that tells the hands what to build.
Yes. While based in Calgary, Alberta, Dean works with B2B companies across Canada and North America. The fractional CMO model is inherently remote-friendly - strategy sessions, weekly check-ins, and deliverable reviews all work seamlessly online. Canadian companies particularly benefit from working with a fractional CMO who understands the Western Canada B2B market, the Alberta business environment, and the specific dynamics of founder-led companies in this region.