Growth is working. You still have to be involved in too much of it.
I work inside post-PMF AI and B2B SaaS teams when the company has customers but growth still needs too much founder input. I help the team get clearer on who you're selling to, where pipeline should come from, what the numbers are saying, and what to do next.
Need to send this to a co-founder, CFO or board member? Use the short internal brief.
The bits that still keep coming back to you.
I take on the growth decisions and follow-through that keep getting pushed back to the founder: priorities, reporting, messaging, channel choices, agencies and the weekly calls about what happens next.
The team is busy. You're still not sure what will happen next month.
Usually there is plenty happening already. The problem is working out what deserves attention, what should stop, and who can make those calls without waiting for you.
Internal path for deeper evaluation
A growth operating system your team can actually run.
Concrete artefacts, a weekly rhythm, and senior decision support across positioning, acquisition, conversion, reporting, and team execution.
GTM clarity
ICP, positioning, category narrative, customer pain map, and offer tests.
Acquisition system
Channel map, experiment backlog, landing-page tests, campaign briefs, budget decisions.
Operating rhythm
Weekly growth meeting, decision notes, owner map, stop / scale / fix rules.
Decision support
Senior context on hiring, agency, tooling, pricing, and investor narrative calls.
Reporting
Pipeline dashboard, funnel reads, payback notes, a board-ready growth summary.
Start with the level of ownership the company needs.
Embedded leadership first. Lighter support only where it fits.
Recommended
Embedded Fractional CMO
1 to 2 days a week. When growth needs a senior owner now.
Secondary
Strategy Sprint
Two to four weeks. When the team needs the plan, artefacts, and decision rules first.
Secondary
Founder Office Hours
A lower-ticket route for founders with one sharp GTM decision in front of them.
The first month is about finding the real constraint.
- 01
Week 1–2: Full GTM audit covering ICP, pipeline, funnel, CRM hygiene, live acquisition channels, positioning, and how reporting is read today. Founder, sales, and customer-facing interviews plus 3–5 customer conversations where possible.
- 02
Week 2–3: Constraint map showing where pipeline, conversion, retention, or decision speed actually breaks (not where the team is busiest). Agree the 90-day priorities and the weekly operating rhythm: scorecard, owners, stop/scale/fix rules.
- 03
Week 3–4: First fixes in market, whether that's homepage or demo narrative tests, a campaign or outbound brief, a reporting view, or a channel test, sequenced from the bottleneck rather than from channel noise.
- 04
Ongoing: Weekly growth meeting, experiment backlog hygiene, and agency or contractor steering so work compounds instead of resetting every Monday.
Days 1-30
Days 1-30
Diagnose the bottleneck, clean up reporting, decide the first two growth priorities, remove obvious friction.
Days 31-60
Days 31-60
Run focused acquisition and conversion tests, sharpen positioning, set the team rhythm.
Days 61-90
Days 61-90
Scale what works, stop weak activity, document the operating system, decide hiring or handoff needs.
Enough structure to move fast, with enough space to make good decisions.
Review pipeline, channel numbers, and founder priorities.
Customer or sales-call review, messaging edits, experiment planning.
Campaign, landing page, or outbound build with the team or agency.
Growth meeting: decisions, blockers, next tests, owners.
Short written update: what changed, what to scale, what to stop, what needs founder input.
Questions founders ask before a first call.
Answers to the six questions that come up most. The first is open by default; scroll down to book, or keep reading.
When should a startup hire a fractional CMO?
The useful window is after product-market fit, when demand is real but pipeline is inconsistent, the founder is still carrying revenue, and the company needs senior GTM decisions before or alongside a full-time hire.
How is this different from hiring an agency or a junior marketer?
Agencies execute a defined channel scope such as paid, SEO, or content. They don't own the full GTM system or make senior calls. Junior marketers need your direction, so you stay the CMO. A fractional CMO gives you senior operator judgement, embedded ownership, and a system the team can run after.
How long does an engagement last?
Most fractional CMO engagements run 3 to 9 months. The first 90 days create the diagnosis, operating rhythm, and first growth system. After that, we either scale, hand off, or move to a lighter advisory rhythm.
Do you replace an agency or internal marketer?
Usually not. I often work alongside founders, marketers, agencies, and sales teams. The role is to set priorities, make senior decisions, improve the system, and help the people already doing the work produce better outcomes.
What happens on the first call?
A 20-minute call with no pitch. We map the current growth bottleneck, your stage, the team around you, what's already been tried, and whether fractional CMO support is the right shape. If it's not, you'll leave with a clearer next step anyway.
What does AI-assisted GTM mean here?
AI speeds up customer research synthesis, competitor reviews, message tests, content workflows, and reporting. It doesn't replace judgement; it reduces the manual drag so senior decisions happen faster.
Where a fractional CMO fits, and where the other five options don't.
Want a deeper read on the closest two? Fractional CMO vs. Agency · Fractional CMO vs. Full-time CMO · The right window for a fractional CMO
| Option | Typical cost | Who owns it | The problem |
|---|---|---|---|
| Agency | £6–20k/month + long retainer | Account manager, junior team | Channel execution, not senior GTM judgement. Strategy lives in the founder's head. |
| Freelancer | £2–6k/month, one channel | Freelancer owns execution | Narrow by design. No ownership of the full system, no senior calls. |
| Junior marketer hire | £50–80k + on-costs | Needs your direction | You become the CMO. The bottleneck you wanted to fix now reports to you. |
| Full-time Head of Growth | £120–180k + equity | Full ownership | Often too early. A 6-month hire cycle and a 12-month ramp before impact. |
| Generic consultant | £500–2,000/day | Advice only | Ships a deck, disappears. No operating ownership, no accountability for revenue. |
| Fractional CMO (Daniel's model) | £5–7.5k/month, 3-month minimum | Senior operator in the seat | Owns GTM priorities, reporting, and the team's weekly rhythm. Builds the system, then hands it off clean. |
Clear starting points before scope gets specific.
Three shapes. Pick the closest fit and we refine on the call. For UK benchmark framing and what moves price, see the dedicated cost page.
Fractional CMO cost (UK): benchmarks & FAQ →
Option
Strategy Sprint
Diagnose the bottleneck, set 90-day priorities, ship the first artefacts.
Core engagement
Fractional CMO
Embedded senior ownership 1 day a week. GTM priorities, reporting, weekly rhythm.
Option
Fractional CMO Plus
Deeper operating support, agency management, and faster execution. Best when the team needs ~2 days a week of senior ownership.
Put in context
- Less than one bad senior hire.
- Faster than waiting 6 months to recruit a full-time CMO.
- Cheaper than an agency + Head of Growth combo.
- No recruitment fee, no equity dilution, no 3-month notice period.
Good fit
- £1M–£20M ARR B2B SaaS or AI · ~10–50 people · founder-led GTM
- Seed to Series B, post-PMF
- Real traction: founders already have paying customers
- Founder bottlenecked on growth decisions
- Need senior operator judgement, not junior execution
- Ready to invest in systems, not campaigns
Not a fit
- Pre-PMF / pre-revenue teams still searching for a problem
- Looking for a cheap agency to run ads
- Need a full-time FTE replaced at junior cost
- Want vanity metrics reporting rather than revenue impact
Recent engagement shapes: bottleneck, approach, outcome.
90-Day B2B SaaS Growth System Case Study
90 days from reactive marketing to a working GTM operating system.
Read case studyB2B SaaS: from founder-led chaos to a weekly GTM cadence
The founder was still approving every message test. The fix was a tight weekly cadence, clearer ICP, and one owner map — not more channel spend.
Read case studyAI HealthTech: 6× monthly app downloads in 6 months
Acquisition was busy. The app had press, downloads, and a working app store listing. What was missing was a system.
Read case studyFintech: CAC down 35% in eight weeks
The team was paying full-funnel CAC for users who would never reach the funnel that mattered. Eight weeks of structural fixes.
Read case studyWhat clients say about embedded GTM work.
Named feedback from fractional and advisory-shaped engagements; see /testimonials/ for the full set.
Sales-call openings improved after voice-of-customer repositioning
“Daniel immediately identified the gap between how we described our product and how our best customers actually talked about it. Repositioning around that one insight changed how every sales call opened.”
CAC fell materially within one quarter after channel sequencing
“We had three channels we were running in parallel but they weren't connected. Daniel helped us see how to sequence them so each one fed the next. CAC dropped significantly within the quarter.”
+35% conversions after fixing the ignored funnel leak
“The growth audit gave us a clear picture of where we were losing pipeline. Daniel showed us the exact funnel drop-off we had been ignoring. Fixed it in two sprints and conversions went up 35%.”
Booked calls tripled in six weeks after positioning + LP rewrite
“I came in thinking I had an acquisition problem. Daniel diagnosed it as a positioning problem within the first 20 minutes. We rewrote the landing page based on his framework and booked calls tripled in six weeks.”
Same operator, different commitment shape.
Most founders either need a fixed-scope sprint first, or already know they need embedded ownership. Here's how the two compare at a glance.
| Strategy Sprint | Fractional CMO | |
|---|---|---|
| Investment | £6k fixed scope · 2–4 week engagement | From £5k/mo · 3-month minimum |
| Best for | Founders who need the plan, the operating rhythm, and the first wins before committing to ongoing work. | £1M–£20M ARR, founder-led, growth stuck, senior help needed before or alongside a £150k+ full-time CMO hire. |
| Outcome | A 90-day plan, clear owners, useful reporting and the first work live. | Clearer pipeline, better decisions and a team that needs less founder input. |
| Detail | Work out what's holding growth back, choose the next 90 days of work, and get the first important pieces live. | Senior growth ownership 1–2 days a week. I help make the calls on priorities, reporting, messaging, channels, hiring and agencies, then move more of that into the team. |
Not sure which fits? Start with a 20-min Growth Audit and we'll name the bottleneck and the right shape.
Book free 20-min call
20 minutes. No pitch. We diagnose your biggest growth bottleneck and decide whether it makes sense to work together.
Give me a minute of context first, then pick a time. It helps me use the 20 minutes properly.