The start point is internal alignment and clarifying why you're different and better than the alternatives.
I’ll talk to you, your team and customers to make sure we’re taking into account the needs of all parts of the business. Then we’ll workshop the positioning together as a team.
I'll create messaging that demonstrates your positioning to your customers and makes you stand out in your market.
For B2B and SaaS this often looks like a reworking of the homepage and key landing pages along with a sales deck so we can test in market how the new positioning lands.
The final step is embedding your new positioning and messaging into your roadmap and sales & marketing funnel.
When you know what makes you better and different you can deepen your moat through product strategy, brand strategy, sales motions and customer support.
The signature engagement is AU$18,000 + GST, billed $6,000 at the start of each of the 3 phases.
Generally a positioning engagement takes 6 weeks: 2 weeks for positioning, 2 weeks for messaging and 2 weeks for embedding it across your team and comms. I like to work in fortnights, not months, to get you the GTM narrative you need as fast as possible but I also understand that sometimes it can take a little longer to get everyone aligned and ensure all key people are present, so I am flexible.
Yes, during any phase with a week’s notice. No-one has ever cancelled during an engagement before, but I was a startup founder for a decade and I know what committing $18k feels like when you’re watching runway. The out is there for your peace of mind.
A fractional CMO executes inside marketing. An agency delivers artefacts over months and rarely has a product mindset. I work beside you, the founder, above the marketing, product, sales and customer functions to embed your narrative across the whole company, not just on your website.
Your CMO is as in the weeds as you are. In a perfect world everyone in the company would be able to lift themselves out of the day to day to operate at a strategic level then jump straight back into execution. But as someone wise once said, it’s hard to read the label when you’re in the jar.
My best engagements have been when I worked closely with the founder, CMO and other senior leaders to understand your business, blockers and insights then connect all the dots into a simple story and strategy.
Primarily, I work with funded B2B and SaaS founders and CEOs, roughly Seed through Series B, with a product that is hard to explain, often with multiple segments.
I used to get this a lot, so I’m not offended if you thought it too.
Setting aside the fact that Tinybeans was a platform that had both B2C and B2B offerings, my strength is in being able to translate between product, tech and marketing to explain the most complicated technology in simple, human terms.
I’ve headed up the sales, product, marketing, user experience, customer support and product marketing functions at my own startup at various points so I understand the priorities of each leader and can balance them against the needs of the customer in a way that spans the whole GTM function.
I also have deep understanding of how to position to investors and why those stories need to be different. Through Pitch💥Slap I’ve fixed hundreds of investor narratives and built dozens of pitch decks that have gone on to raise capital.
You can find out more about me here.
Not usually. The engagement is built for funded teams with complex products and different GTM leads: sales, product, marketing and customer support.
If you’re earlier than that, reach out anyway and I’ll tell you honestly whether it’s worth your money yet and talk through the options for early stage companies.
I talk to you, your team and a handful of your best customers, then we workshop the positioning as a team: your ICP, why you’re different, why you’re better and how you solve your customer’s problem. I’m never going to be able to tell you what your narrative is without those conversations. You and your team know your business inside out. It’s my job to understand the strategy, the vision and the blockers and simplify that complexity into something clear, simple and memorable.
Yes. I do all the interviews and work myself. I love working directly with founders and jumping between strategy and execution and getting on the tools. I never outsource work.
