Dump and define
We gather data, talk to marketing and sales, and agree what 'working' would look like.
Strategy
Fractional CMO for B2B teams that need senior direction
The gap between having a marketing team and having marketing leadership. Senior strategy, clear priorities and accountability — without a full-time hire.
What this is
A strategy you can execute, not a deck you file
Most B2B strategy projects end in a beautiful document and no change, because the strategy was built from opinions rather than from the funnel it was meant to fix.
Ours is built from your numbers. We map how demand currently flows — where it leaks, who is supposed to catch it and what the follow-up actually does — and only then decide what to change.
You leave with three things: a written view of the funnel, a prioritised channel and message plan, and a 90-day roadmap your team can run without us in the room.
What you get
The deliverables of a Topic Hatch strategy
Written, specific and built from your own data — not a template with your logo pasted on the cover.
Funnel and measurement audit
A readable map of where demand comes from today, where it leaks and which definitions are missing.
Positioning and message
The sharpest way to describe what you do to your best buyer, in their language, not yours.
Channel mix and priorities
Which channels earn spend now, which later, and what to stop doing entirely.
Asset and content plan
The pages, guides and proof worth building first, mapped to the buying journey.
90-day roadmap
A sequenced plan with owners, metrics and a review cadence your team can run.
Measurement plan
The number we will be judged on, agreed with sales and reported consistently.
What it is not
The lines we will not cross
It is not a 120-slide deck nobody opens. It is not a survey of what competitors are doing, dressed up as insight. And it will not promise a number we cannot defend.
Strategy is a series of decisions with reasons attached. If a recommendation cannot be explained by your data and your goals, it does not go in.
How it works
Four weeks, four clear phases
A focused sprint that produces a plan your team can actually run.
Audit and baseline
We map the funnel, the tracking and the follow-up, and find the constraints.
Decide and prioritise
We present the strategy and the 90-day plan, and we are direct about trade-offs.
Hand over and stay
You get the documents and a review call; we stay available if you want us to run it.
Measurement
How we will know the strategy worked
A strategy proves itself in the funnel, not in the quality of the presentation. We define the baseline numbers before we start and report against them afterwards.
- Cost per qualified lead, before and after
- Lead-to-opportunity rate and funnel leaks
- Which channels earn repeat budget
- Speed from enquiry to first conversation
- Pipeline created from owned vs rented channels
Questions
Fractional CMO — frequently asked questions
How it works, where it fits and what a fractional CMO actually changes.
When the marketing team is busy but there is no senior owner: no roadmap, no consistent reporting, and decisions stalling because nobody owns them.
We scope in days per month rather than hours. Most engagements start around four to eight days a month and adjust as priorities change.
Own the roadmap and the numbers, chair the working sessions, review campaigns before they ship, and make the decisions that are currently going unmade.
We do not disappear into admin, we do not pretend bad months are good, and we do not confuse motion with progress. If we cannot add senior judgement, we will say so.
Often it should. We build the function and the reporting so a full-time CMO can step in and take over cleanly — that is a success, not a loss.
Next step
Get senior direction for your marketing
We will review your current operation and show you where leadership would change the numbers.