Positioning
Who you sell to, and why they buy — before spend scales.
Revenue Architecture Partner
Growth,
engineered.
Fractional CMO leadership for B2B and SaaS companies — senior strategy combined with hands-on execution across Google Ads, HubSpot, the website, and analytics.
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Most companies scale activity before they scale structure. Ad spend rises before conversion is understood. Channels are optimised without lifecycle alignment. The issue is rarely effort — it is architecture.
The system
Five layers. One machine.
Acquisition
Channels accountable to qualified pipeline, not traffic.
Conversion
Funnel logic, landing pages, and sales handoff as one system.
Retention
Lifecycle stages that keep revenue from leaking after the win.
Expansion
Expansion motion only after the core engine is forecastable.
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Architecture layers, sequenced before scale
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Engagement phases from diagnosis to compounding
0 days
To a forecast the board can actually use
Fit
Built for traction. Not for theatre.
Designed for
- B2B or SaaS with traction and rising complexity
- Spend is up; pipeline quality and forecast are not
- Marketing exists, but nobody owns the architecture
- You want commercial reporting a board can use
Not designed for
- Pre-revenue, or still hunting product-market fit
- Social-only support or short-term campaign bursts
- A brief that is “more leads” with no interest in structure
- You want an agency team, not one senior operator
Before
- Busy marketing across multiple channels
- Rising CAC with declining efficiency
- Sales questioning lead quality
- Reporting focused on activity, not revenue
- Founder intuition driving major decisions
After
- Clear positioning and ICP definition
- Structured funnel architecture
- Conversion efficiency improved before scaling
- Predictable pipeline and forecast discipline
- Confident commercial decision-making
Ways of working
Embedded leadership, not outsourced execution.
The operator
You work with Simon.Not a junior team.
B2B marketing leader and founder of Zebra North. Fifteen years across strategy and execution — installing growth systems that sales and the board can actually use.
Typical engagement
Premium growth requires sequencing.
Month 1
Diagnostic & Clarity
Clear structural diagnosis and prioritised roadmap.
Months 2–3
Architecture & Alignment
Installed revenue architecture foundations.
Month 4+
Optimisation & Compounding
Predictable, compounding growth.
Pricing
Three ways in. One standard of work.
Articles, guides, and planning tools on revenue architecture, acquisition economics, and the systems that turn marketing into a board-ready forecast.
FAQ
Common questions.
How is this different from an agency?
Agencies optimise channels against a brief. I install the architecture those channels sit inside — positioning, funnel logic, sales handoff, and reporting a board can use. Execution happens, but it follows the system.
Why not hire a full-time CMO?
A full-time CMO makes sense once the structure is clear and there is a team to lead. Many companies hire too early, to fix chaos. Fractional work installs that structure first — typically two to six days a month — without a six-figure salary and a twelve-month lock-in.
What actually happens in 90 days?
Month one is diagnosis: positioning, funnel, lifecycle, CAC, and commercial risk. Months two and three install the architecture — stages, handoff, reporting, forecast. After that the work compounds: conversion first, then spend, once the engine is readable.
Who actually does the work?
I do. There is no junior team behind the proposal. Where specialist execution is needed — design, development, content — I bring in trusted specialists and manage them, with full transparency.
Let's engineer your growth.
If you are ready to move from reactive marketing to a predictable revenue system, start the conversation.