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About Zebra North

Revenue architecture for ambitious B2B businesses.

Zebra North is a fractional CMO consultancy that installs structured, measurable growth for scaling B2B companies.

Not marketing activity. Not campaign outsourcing. Not strategy decks that sit unused.

The problem most companies don't see

Most businesses believe they have a marketing problem.

They usually don't.

They have:

  • A positioning problem
  • A funnel architecture problem
  • A lifecycle problem
  • A measurement problem
  • Or a focus problem

Symptoms appear as rising acquisition costs, inconsistent pipeline, marketing and sales misalignment, reporting that lacks commercial clarity, and busy teams without predictable outcomes.

The issue is rarely effort. It is structure.

Zebra North installs that structure.

The shift

That shift is the work.

Before

  • Marketing is reactive
  • Paid spend increases before conversion improves
  • Reporting is activity-led, not revenue-led
  • Sales questions lead quality
  • Founders rely on instinct more than forecasting

After

  • Positioning is clear
  • Funnel stages are defined
  • Conversion is measurable
  • CAC and payback are understood
  • Marketing and sales operate in alignment
  • Growth feels controlled, not chaotic

Why fractional

Not every company needs a full-time CMO.
But many need senior commercial leadership.

Provides

  • Executive-level thinking
  • Commercial accountability
  • Structured prioritisation
  • Revenue forecasting clarity
  • Embedded systems design

Without

  • The cost of a full-time hire
  • The risk of premature executive scaling
  • Long-term lock-in before clarity exists

Designed for businesses ready to grow — but not ready to expand headcount blindly.

Revenue Architecture

Growth is a system.

Positioning→Acquisition→Conversion→Retention→Expansion

If one layer is weak, scaling the rest increases inefficiency.

Revenue architecture means:

  • Defining ideal customers precisely
  • Structuring funnels intentionally
  • Aligning lifecycle stages properly
  • Connecting marketing and sales through shared metrics
  • Installing reporting that informs decisions, not vanity dashboards
  • Prioritising efficiency before scale

Before increasing budget: improve structure.

Before hiring: clarify direction.

Before chasing new channels: strengthen foundations.

How I work

Inside the business, not alongside it.

  • Working directly with founders
  • Sitting in commercial conversations
  • Aligning with sales leadership
  • Reviewing reporting personally
  • Challenging channel decisions
  • Installing systems hands-on

This is not advisory theatre. It is operator-led execution.

Comfortable in the boardroom.

Comfortable inside CRM architecture.

Comfortable inside ad accounts.

Comfortable inside forecasting models.

The edge

Strategic clarity meets technical fluency.

CRM architecture (HubSpot, lifecycle design)
Paid acquisition structures
Attribution and tracking integrity
Funnel conversion modelling
Board-level reporting
Revenue forecasting

Many fractional CMOs are strategic. Few are technical and commercially analytical. Zebra North is built on that combination.

Commercial philosophy

Decisions through a commercial lens.

Growth before efficiency is fragile.
Traffic does not fix poor positioning.
Reporting without forecasting is incomplete.
CAC is a structural signal, not just a performance metric.
Marketing exists to reduce risk, not create noise.
Sustainable growth compounds; spikes decay.

Best suited for

  • B2B SaaS companies
  • Tech-enabled service businesses
  • Founder-led organisations scaling beyond intuition
  • Companies generating revenue but lacking predictability
  • Leadership teams ready for structural clarity

Typically £1m–£20m revenue. Existing traction. Growing acquisition costs. Pipeline inconsistency. Internal marketing without senior direction.

Not designed for

  • Pre-revenue startups
  • Social media-only support
  • Short-term campaign execution
  • Pure branding projects
  • Growth experimentation without structure

This is long-term revenue architecture.

Engagement expectations

The strongest outcomes require alignment.

Zebra North works with a limited number of companies at any one time.

The strongest outcomes occur when:

  • Leadership is aligned on ambition
  • Structural change is welcomed
  • Sales and marketing collaborate
  • Decisions are made commercially
  • Growth is treated as deliberate design, not urgency

This is not about moving faster. It is about moving correctly.

The outcome

From reactive marketing to structured growth.

From scattered activity to commercial clarity.

From intuition to forecasting confidence.

Growth should feel controlled.