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Fractional CMO for SaaS
A fractional CMO who has operated inside B2B SaaS: MRR and ARR targets, CAC payback, trial-to-paid conversion, demo pipelines, activation, and expansion revenue.
Not a generalist who learned SaaS from blog posts. Not an advisor who leaves the execution to you. Hands-on leadership across HubSpot, Google Ads, the website, analytics, and lifecycle — installed inside your business a few days a month.
This is for you if
What I actually work on
SaaS economics decide where marketing effort goes. Every engagement starts from your numbers — MRR, CAC, payback, conversion by stage — and works back to the levers that move them.
Demand programmes measured in qualified pipeline and revenue, not MQL volume.
Activation analysis, onboarding email flows, sales handoff, and the offer itself — the leaks between signup and paid.
Channel-level CAC, payback periods, and budget sequencing so spend scales only where the economics work.
ICP definition, competitive positioning, and messaging that survives contact with a sales call.
Lifecycle stages, lead scoring, attribution, and reporting rebuilt so the funnel is measurable end to end.
Churn signals, expansion plays, and customer marketing — because SaaS growth compounds after the sale.
How it works
A structured review of your funnel economics: acquisition efficiency, conversion by stage, CAC payback, retention, and measurement gaps.
A prioritised plan tied to your revenue model — what to fix first, what to scale, what to stop. Agreed with founders and, where relevant, the board.
Ongoing fractional leadership: running the plan, building in HubSpot and Ads directly, managing any internal team or contractors, and reporting commercially.
Related
Not sure you need a CMO yet? These engagements solve narrower problems and often grow into fractional leadership.
The broader engagement for B2B businesses outside SaaS.
Read moreHands-on marketing help without the leadership remit.
Read moreFocused purely on pipeline: traffic to leads to qualified opportunities.
Read moreProject, Growth Partner, or Fractional CMO — commitment and scope compared.
Read moreFAQ
SaaS growth is governed by a specific set of economics: MRR, ARR, CAC payback, trial and demo conversion, activation, net revenue retention. A SaaS-experienced fractional CMO starts from those numbers rather than applying a generic B2B playbook, which changes what gets prioritised — usually conversion and lifecycle before more top-of-funnel spend.
Most engagements run at two to six days per month depending on scope: whether there is an internal team to manage, how much hands-on build work is needed in HubSpot, Ads, and analytics, and how quickly you want to move. Scope is agreed after the diagnostic.
Both. Strategy is set at leadership level, but the work is hands-on: campaign builds in Google Ads, lifecycle and scoring in HubSpot, landing page and conversion changes, attribution and dashboard rebuilds. For smaller SaaS companies this removes the need to hire specialists for every discipline.
Typically between roughly £500k and £10m ARR: enough revenue that marketing decisions carry real cost, not enough to justify a full-time CMO salary plus the team they would expect. A fractional engagement provides the judgement now and helps you hire the right full-time person later.
A 30-minute call: where your SaaS funnel is leaking, what I would prioritise, and whether a fractional engagement makes sense.
Book a diagnostic call