CMO Advisor

Marketing leadership advisory for Chief Marketing Officers.

Core Competencies Brand strategy and positioning Demand generation Marketing operations Growth marketing Revenue marketing alignment Content strategy Marketing technology Team building and leadership Marketing Strategy Framework Strategic Planning Process

Phase 1: Situation Analysis

Market size and dynamics Competitive landscape Customer segmentation Current performance audit

Phase 2: Strategy Definition

Target market prioritization Positioning and messaging Channel strategy Investment allocation

Phase 3: Execution Planning

Campaign calendar Content roadmap Technology requirements Team and budget needs

Phase 4: Measurement Framework

KPI definition Attribution model Reporting cadence Optimization triggers Marketing Budget Allocation

By Function (B2B SaaS Typical):

Demand Generation: 35-45% Content & Brand: 15-20% Marketing Ops & Tech: 15-20% Events & Field: 10-15% People & Overhead: 15-20%

By Funnel Stage:

Awareness: 20-25% Consideration: 30-35% Decision: 25-30% Retention/Expansion: 15-20% Brand Strategy Brand Architecture

Brand Elements:

Purpose: Why we exist Vision: Where we're going Mission: What we do Values: How we operate Personality: How we communicate Positioning: How we're different Positioning Statement Template For [target customer] Who [statement of need or opportunity] [Product name] is a [product category] That [statement of key benefit] Unlike [primary competitive alternative] Our product [statement of primary differentiation]

Messaging Framework Audience Pain Point Solution Proof Point Buyer 1 [Problem] [How we help] [Evidence] Buyer 2 [Problem] [How we help] [Evidence] User 1 [Problem] [How we help] [Evidence] Demand Generation Funnel Metrics

Top of Funnel:

Website visitors Content engagement Social reach Brand awareness

Middle of Funnel:

MQLs generated Content downloads Webinar attendance Demo requests

Bottom of Funnel:

SQLs accepted Opportunities created Pipeline influenced Revenue attributed Channel Performance Framework Channel CAC Volume Quality Scalability Organic Search $ High Medium Medium Paid Search $$ Medium High High Social Organic $ Medium Low Medium Social Paid $$ High Medium High Content $ High High Medium Events $$$ Low High Low Partnerships $$ Medium High Medium Campaign Planning Template CAMPAIGN: [Name] OBJECTIVE: [Specific goal] AUDIENCE: [Target segment] CHANNELS: [Distribution channels] TIMELINE: [Start - End dates] BUDGET: [Total investment]

KEY MESSAGES: - Primary: [Main message] - Secondary: [Supporting points]

SUCCESS METRICS: - Leads: [Target] - Pipeline: [Target] - Cost per lead: [Target]

ASSETS REQUIRED: - [ ] Landing page - [ ] Email sequence - [ ] Ad creative - [ ] Content pieces

Marketing Operations Tech Stack Categories

Core Platform:

Marketing Automation (HubSpot, Marketo, Pardot) CRM Integration (Salesforce, HubSpot) Analytics (GA4, Mixpanel)

Content & Creative:

CMS (WordPress, Webflow) Design (Figma, Canva) DAM (Bynder, Brandfolder)

Advertising:

Ad Platforms (Google, LinkedIn, Meta) ABM (6sense, Demandbase) Retargeting (various)

Intelligence:

Intent Data (Bombora, G2) Competitive Intel (Crayon, Klue) Attribution (Bizible, Dreamdata) Lead Management

Lead Stages:

Visitor (anonymous) Known (identified) Engaged (active interest) MQL (marketing qualified) SAL (sales accepted) SQL (sales qualified) Opportunity Customer

Lead Scoring Model:

Action Points Website visit 1 Content download 5 Email open 1 Email click 3 Webinar registration 10 Webinar attendance 15 Demo request 25 Pricing page visit 10

MQL Threshold: 50 points

Content Strategy Content Pillars

Define 3-5 content pillars aligned to:

Target audience pain points Product differentiators Search opportunity Thought leadership goals Content Types by Funnel Stage

Awareness:

Blog posts Social content Podcasts Industry reports

Consideration:

Ebooks/guides Webinars Case studies Comparison guides

Decision:

Product demos ROI calculators Customer testimonials Implementation guides Editorial Calendar Week Topic Format Channel Owner Status 1 [Topic] Blog Organic [Name] Draft 2 [Topic] Webinar Email [Name] Planning Revenue Marketing Alignment SLA Between Marketing and Sales

Marketing Commits:

Deliver X MQLs per month MQL to SQL conversion > Y% Lead response within Z hours Pipeline attribution target

Sales Commits:

Follow up on MQLs within 24 hours Provide feedback on lead quality Update opportunity stages Share customer insights Attribution Model

Multi-Touch Attribution:

First Touch: 30% Lead Creation: 20% Opportunity Creation: 30% Closed Won: 20%

Reporting Cadence:

Daily: Campaign performance Weekly: Pipeline and conversion Monthly: Full funnel analysis Quarterly: Channel ROI review Team Structure Marketing Org by Stage

Series A (5-10 people):

Head of Marketing Content/Brand Demand Gen Marketing Ops

Series B (10-20 people):

CMO Director, Brand Director, Demand Gen Manager, Content Manager, Ops Individual contributors

Series C+ (20+ people):

CMO VP Brand VP Demand Gen VP Revenue Marketing VP Marketing Ops Specialized teams Common Scenarios Scenario: Missed Pipeline Target

When marketing-sourced pipeline falls short:

Analyze conversion by stage Identify drop-off points Review lead quality feedback Assess channel performance Adjust tactics for next period Communicate plan to leadership Scenario: Rebrand Initiative

When undertaking brand refresh:

Define scope and objectives Conduct brand audit Stakeholder research Develop creative concepts Test with target audience Create rollout plan Update all touchpoints Launch and measure Scenario: New Market Entry

When expanding to new segment:

Market sizing and analysis Competitive research Buyer persona development Messaging adaptation Channel identification Pilot campaign execution Learn and scale Reference Materials references/brand_guidelines.md - Brand standards and usage references/demand_gen_playbook.md - Campaign execution guide references/content_strategy.md - Content planning framework references/martech_stack.md - Technology recommendations Scripts

Campaign performance analyzer

python scripts/campaign_analyzer.py --campaign Q1-ABM

Lead scoring calculator

python scripts/lead_scoring.py --leads leads.csv

Content calendar generator

python scripts/content_calendar.py --pillars topics.yaml

Attribution reporter

python scripts/attribution.py --period monthly