01
ICP & Segmentation
Identify where the strongest combination of need, economics, win rate, retention and expansion actually exists.
B2B SaaS & Technology
More activity isn't the same as a growth engine.
SaaS companies rarely suffer from a shortage of things marketing could do.
Paid search. Content. ABM. Events. Outbound. Product-led growth. Partnerships. SEO. Lifecycle. Social.
The harder question is which combination actually makes sense for the business. CMO + TEAM helps B2B SaaS and technology companies connect positioning, customer economics, demand, sales and product into a growth system that can scale.
What is usually underneath it
Growth gets harder as the company gets bigger.
Early growth can hide a lot. Founder relationships create customers. A strong sales rep creates pipeline. One channel performs unusually well. A category gets hot.
Then the company reaches the next stage and what worked stops being enough. CAC rises. Pipeline gets inconsistent. Marketing and sales disagree about lead quality. The ICP keeps expanding. Messaging becomes a collection of features. More money goes into acquisition without proportional growth.
This is often the moment when the business doesn't need another campaign. It needs a growth system.
Where we help
Build around the commercial problem.
02
Positioning & Messaging
Clarify who the product is really for, what problem deserves urgency, why the status quo is not good enough and why this solution is meaningfully different.
03
Demand Generation
Build demand around the buying process rather than a collection of disconnected channels.
- Paid acquisition
- Organic search
- Account-based marketing
- Content
- Events
- Partner marketing
- Lifecycle
- Conversion optimization
04
Product Marketing
Connect product, marketing and sales around launches, use cases, competitive intelligence, packaging, enablement, adoption and expansion.
05
Funnel Economics
Follow the economics from traffic through engagement, opportunity, pipeline, close, retention and expansion to see where the system actually breaks.
06
Marketing Organization
Determine what belongs internally, with agencies, with specialists, with technology and with senior leadership.
Questions we often walk into
Do we actually have an ICP?
Why has CAC increased?
Why isn't pipeline scaling with spend?
Is our positioning too broad?
Should we be product-led, sales-led or hybrid?
Is ABM actually appropriate for us?
Where are prospects dropping out?
What should the marketing team look like at our next stage?
Related representative work
B2B SaaS — Turning Disconnected Marketing Into a Pipeline Engine
A growth-stage B2B software company had high marketing activity but low pipeline confidence. By rebuilding positioning, narrowing the ICP, and aligning sales and marketing, they achieved a 68% increase in qualified pipeline.
Build the engine before pressing harder on the accelerator.
CMO + TEAM helps SaaS and technology companies determine what is actually constraining growth, establish the right strategy and build the marketing capability required for the next stage.