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Marketing function
So we build it first. About six months from the diagnostic to handover, and then we are gone.
A person reads it and replies inside one working day. No sequence, no deck.
Twenty-plus marketing functions built from zero, across two decades. Most recently: qualified pipeline from $1.8m to $11.4m in fourteen months, organic from 9% to 41% of pipeline, and win rate on brand-sourced deals from 18% to 34%.
The missing job
The usual answers all assume something you have not got yet. A brief, a team, or a function worth leading.
Runs a function. Hire one before there is a function and their first year goes on building it, which is the job you hired them out of doing.
12 monthsExecutes against a brief. You do not have a brief, and that is the problem you came in with. So they write one off a two-hour call.
Aimed wrongAdvises. At the end you have a strategy deck and the same empty function.
Depends who executesWorks out what the product is and who has the problem, installs the channels and the reporting behind them, gets it running, then hands it over.
Diagnostic + 3 monthsSelected work
Names are under NDA. The dashboards these came off are not, and we will screen-share them on the first call.
B2B SaaS. No marketing function.
There was no acquisition function when we arrived. Across a longer 18-month window, organic went from 9% to 41% of total pipeline and overtook paid. Cost per sales-accepted lead fell 63%.
Read the buildB2B SaaS. Positioning rebuild.
Sales picked up the new language and stopped competing on price. Average deal size on branded inbound went from $42k to $78k over 15 months, and discounting more than halved.
Read the buildGlobal marketplace. Category build.
Twenty-four months, over which the business turned over $250m on the marketplace.
Read the buildTwo decades of work. Some of it directly, some of it agency-side, and we will tell you which is which on the call rather than let a logo do the arguing.
Who this is for
Industry has almost nothing to do with it. What these have in common is that nobody can say where next quarter’s pipeline comes from.
About to hire
Founder-led, 15 to 80 people, revenue coming in. Marketing has been done by feel and it worked until it stopped. A head of marketing is on the table this year.
↗Rebuild
The role has been filled and vacated, a salary and a recruiter’s fee are gone, and you still cannot say where pipeline comes from.
↗New market
Established company opening a vertical or a geography where the parent’s marketing does not transfer. Head office has a marketing team and not one of them has met this buyer.
↗Who we are wrong for. Already have marketing that works and want it sharper? That is a growth marketer’s job. Same goes for running your ads month to month, producing social content, and designing your brand.
What gets built
The person who writes your positioning is the same person inside the CRM rewriting your lifecycle stages.
What the product is, who has the problem, what to call it, and the words your sales team says out loud on a call. If your AEs are not using them within a fortnight, the positioning was wrong.
↗One channel proven before five get started. Targeting, creative direction, a first round of tests with enough budget behind them to read, and the benchmarks whoever inherits it gets measured against.
↗CRM configured, lifecycle automation firing, and reporting that traces revenue back to source for the channels we built. No spreadsheet assembly on a Friday afternoon.
↗The publishing system, the briefs, the templates, and the SEO and GEO structure underneath. Built to keep running after we go.
↗Org design and role specs. Recruitment support for the permanent hire, which starts early in the build. Documentation for everything we built or configured.
↗How it runs
Diagnose
What you have, what the market looks like, what is missing, and a build plan with a sequence and a cost against each piece. You keep the plan whether or not you carry on with us.
Build
By month two you are spending on one channel and can see what it returns. By month three the pipeline sits in the CRM and nobody assembles a report by hand again. Recruitment support runs alongside all of it, because a four-month search cannot start in the last fortnight.
Transition
We write the documentation, onboard whoever is taking it over, and stay reachable on a reduced basis while they settle.
What you keep
Your end date is in the contract before we start, with the handover deliverables listed against it. The usual failure here is month nine, consultant still on site, nobody able to remember the original scope.
Who does the work
The person who scopes your build is the person doing it.
One lead operator stays accountable for the whole build, with specialists coming in for the parts that need them. Ten people on the bench, averaging 15 years each.
Bench specialists are inside the monthly rate. Anything we bring in beyond that gets quoted before it happens.
Between them they cover SEO and GEO, data and attribution, lifecycle and CRM, paid media, brand design, content, and front-end build.
We build the technical layer ourselves. CRM configuration, automation logic, attribution and the reporting stack are built by the person leading your engagement, who came to marketing from software engineering and has an MSc in Computer Science behind twenty years of running it at senior level.
Pricing
Working out whether you can afford this should not need a sales call. Full breakdown, including what moves the number and how it compares against hiring.
Diagnose
$15,000Fixed. Six to eight weeks. The build plan is yours either way.Build
$15k–$25kPer month, three-month minimum. Driven by days per week.Transition
Half rateFour to eight weeks of handover and onboarding.Common questions
Founder-led B2B companies between roughly 15 and 80 people, with revenue coming in and no marketing function that works. The sale is considered rather than impulse. Usually a marketing leader hire is already being discussed.
A fractional CMO advises or holds the seat. We build the thing and go. Worth asking whoever else you are considering who does the CRM configuration. If it goes to a subcontractor, that is a different service to the one described here.
$15,000 for the diagnostic, $15,000 to $25,000 a month for the build, half that during transition. Full breakdown on the pricing page.
Build plan in six to eight weeks. First channel live and spending inside the first month of the build. A function your hire can run by the end of it.
Usually better, because there is someone to hand things to as they get built. They stay, and they end up running a system that exists. What does not work is a marketing team already performing well, because tuning is a different job.
You get the handover pack, we onboard whoever takes it over, and we stay reachable for four to eight weeks after that. Push on this one. It is the part worth testing before you sign anything.
Buy four more tools and you will produce four times the output, aimed at whoever you were guessing at before.
Field notes
Start with one question. If you hired a head of marketing on Monday, what would they walk into? A person reads your answer and replies inside one working day.
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