Fractional CMO & CGO
Fractional CMO & CGO leadership when the business needs experience before it needs another full time executive.
Scaling technology companies often reach a point where the commercial challenge has become too complex to solve through individual sales, marketing or agency activity.
But hiring a permanent CMO or Chief Growth Officer may not yet be the right answer.
Fractional leadership provides experienced executive capability focused on the problems that matter now.
When Fractional Leadership Makes Sense
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The founder remains heavily involved in sales and marketing.
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Pipeline is inconsistent.
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Marketing activity exists but its contribution to growth is unclear.
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Sales and marketing operate independently.
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The business is entering new markets.
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Positioning no longer reflects the company's capabilities.
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A funding round has increased expectations around growth.
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The company needs to professionalise GTM before making permanent executive hires.
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Or an existing leadership gap needs experienced interim support.
Fractional CMO
The Fractional CMO role focuses on building marketing into a commercially accountable growth function.
GTM and marketing strategy
Market segmentation and ICP development
Positioning and proposition
Demand generation
Account based marketing
Product marketing
Field and event marketing
Partner marketing
Customer marketing
Analyst relations
PR and thought leadership
Marketing operations
Attribution and reporting
Team design and development
Agency and partner management
Fractional CGO
The Fractional CGO mandate extends beyond marketing.
It addresses the commercial system connecting market, demand, sales and revenue.
GTM strategy
Market prioritisation
Commercial positioning
Sales and marketing alignment
Pipeline architecture
Qualification
Buying groups
Account progression
CRM and lifecycle
Revenue measurement
Commercial KPIs
Organisational capability
The objective is not simply to increase marketing output.
It is to create a more predictable growth organisation.
The first priority is understanding where growth is being constrained. From there we establish the commercial priorities, operating model, metrics and execution programme required to address those constraints.
I work directly with CEOs and leadership teams while operating alongside existing Sales, Marketing, Product and Customer Success teams. Where capability is missing, I can help recruit internal specialists or identify the right external partners.
The objective is always to leave behind a stronger organisation, with a live plan.
DIAGNOSE
Understand market, proposition, pipeline, organisation and existing performance.
PRIORITISE
Identify the small number of changes most likely to improve commercial performance.
BUILD
Establish the strategy, team, process and infrastructure required.
EXECUTE
Turn strategy into campaigns, sales programmes, customer evidence and pipeline activity.
TRANSFER
Build internal capability and reduce dependency on fractional leadership.
"I have been working with Rob for many years. He is a highly articulate, intelligent and commercially savvy business development professional whose deep understanding of client needs translates into valuable insights that drive toward innovative ideas, solutions and outcomes. His willingness to embrace human centred design practices within his global portfolio sets him apart as a thought leader and trailblazer with well developed networks and polished relationship skills. On a personal note, Rob is truly a pleasure to work with. He has a great sense of humour, is a good listener and active team contributor who continually drives towards optimal outcomes."
Rupert Hunte, Board Member, CFO
I have worked with Rob for over 5 years and he is an outstanding professional. He is highly adept at complex relationship management, business development and brand building. He is a great team worker too. I have no hesitation in recommending him.
Sarah Burnett, CTO, Author, Leading analyst
Rob is sales focused Director whom brought commitment, insight and focus to our partnership. Rob quickly aligned the actions of QSL to his corporate goals and was able to deconstruct a complex offering in to a set of planned achievable objectives/stratagems for our partnership to succeed.
Ignoring Rob's infectious personality, as a business leader, Rob demonstrated a clear ability to develop long term business relationships at the highest level, has an in-depth understanding of the BPO market space and posses great communications skills. Rob is someone whom I look forward to working with again in the future.
Lee Kettleton, CRO, Nexxis
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