Attribution Is Dead. Here's What Replaces It
Multi-touch models promised clarity but delivered confusion. The new playbook focuses on incrementality testing and marketing mix modeling.
Fractional CMO - VP of Marketing
Strategy × Story × Systems
to Create Compounding Growth
We build repeatable revenue engines for B2B companies by fusing positioning, demand generation, and team leadership. Less noise, more signal. Less vanity, more pipeline.
CEEZER
UP42
Beta Energy
Demand Gen
ABM
RevOps
Brand Strategy
CEEZER
UP42
Beta Energy
Demand Gen
ABM
RevOps
Brand Strategy
Insights
Latest Thoughts
The Marketing ROI Maturity Model
Most companies measure marketing wrong. A 5-level framework to evolve from vanity metrics to true revenue impact.
When to Hire a Fractional CMO
The signals that indicate you need marketing leadership—and when a fractional model beats a full-time hire.
Capabilities
Where We Make the Biggest Difference
Revenue Architecture
From ICP & offer to channels and SLAs — a demand engine designed to scale, not stall.
Positioning & Narrative
Own the category conversation. Translate product truth into sales power.
Go-to-Market Ops
Attribution, routing, and dashboards that make marketing undeniably revenue-driving.
Team Leadership
Hire, mentor, and organize a team to ship, learn fast, and compound wins.
+2300%
enterprise leads
climate techenterprise leads
+150%
YoY growth
geospatial SaaS • new marketsYoY growth
1st EU
gov contracts
industrial B2B • GTMgov contracts
Track Record
Selected Work
Pipeline +2300%
CEEZER — Demand Engine for Climate Tech
Aligned brand, demand gen, and sales enablement; launched high-intent PPC & Lead-Gen campaigns; switched from Hubspot to Salesforce, tightened UTMs & routing; instituted weekly RevOps.
Role: Strategic advisor, PPC Campaigns, Tracking, ABM, and CRM Integration
Time: 4 months+
Time: 4 months+
YoY +150%
UP42 — New Market Entry & ICPs for various use cases, PPC campaigns, Lead-Gen, Content Strategy
Built ABM motion and partner marketing; improved win rates via product-led proof and enterprise references.
Role: Advisor to Marketing Director
Focus: ABM & partners
Time: 4 years
Focus: ABM & partners
Time: 4 years
First EU Gov Wins
Beta Energy — Industrial B2B GTM
Defined ICPs & value props, rebuilt multilingual site, and established LinkedIn-led pipeline; improved RFP hit-rate with case libraries.
Role: Fractional CMO
Focus: GTM & brand
Focus: GTM & brand
Notes
Marketing is an operating system, not a department. The job is alignment: story → system → scale.
Always talk to sales. They will let you know about the things you don't want to hear about your product.
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