$1.8Minbound pipeline, built from zero
WeSoftYou
Rebuilt inbound from scratch — 100% YoY SQL growth, 207% more traffic, domain rating from 12 to 45, and 141 articles shipped.
- 100% YoY SQL growth
- 207% traffic increase
Service · Fractional CMO for B2B Tech
Fractional CMO for B2B tech companies that need a marketing operator running the function, not an advisor handing over a deck.
Senior marketing leadership for software companies, dev shops, and B2B SaaS — owning the GTM decisions, directing the team and vendors, sequencing the channels, and reporting to the board in CRM-tracked revenue. We've led marketing at 60+ B2B tech companies and we make the calls that move the number, then stand behind them in the next QBR.
- B2B tech companies worked with
- 60+
- Years marketing to technical & executive buyers
- 9+
- CRM-tracked marketing-led revenue
- $30M+
- AI Search recommendation success rate
- 80%
- Own the marketing strategy and the quarterly plan end to end — segments, positioning, channel priorities, budget allocation, and the targets each rolls up to
- Run the GTM decisions: which buyer to chase, which offers lead, which channels get funded first, and what we deliberately say no to this quarter
- Direct the team and vendors — set priorities for in-house marketers, freelancers, and agencies, run the cadence, and raise the bar on what ships
- Build and own the reporting layer: marketing-sourced pipeline and revenue in your CRM, channel-level attribution, and a board-ready view of what each euro produced
- Drive sales alignment — co-own MQL/SQL definitions, join deal reviews, and close the loop between what marketing sends and what sales actually converts
- Sequence the channel roadmap: SEO, demand generation, paid, ABM, and content, ordered against your ACV and sales cycle rather than launched all at once
- Stand up the operating rhythm — weekly reviews, monthly strategic reporting, and quarterly business reviews that tie activity to commercial outcomes
- Coach and level up your internal marketers so capability compounds inside the company, not just for the duration of the engagement
- Hire and structure the function — define the roles you actually need next, write the briefs, and screen candidates and vendors against work we've seen perform
- Provide leadership continuity through transition — covering a departed CMO or VP so strategy and momentum don't stall while you search
How the system works
How we run the marketing function
Diagnose the market
We start where leadership decisions should: your buyers, your economics, your current motion. We audit positioning, the channel mix, the sales-to-marketing handoff, team capability, and what the CRM can and can't tell you today — and we map where revenue is actually coming from versus where effort is going. The output is a clear read on the one or two constraints holding the function back, not a generic marketing audit.
Compare against known B2B tech patterns
We hold the diagnosis up against what we've seen across 60+ B2B tech companies with similar ACV and sales cycles. That comparison tells us fast which problems are structural and solvable, which channels tend to pay back in your category, and which moves look attractive but reliably underperform for businesses like yours. You get leadership informed by precedent rather than a CMO running expensive experiments to learn what we already know.
Choose the right growth path
We make the calls and commit to them: which segment leads, how the company is positioned, which channels get funded and in what order, what the team focuses on this quarter, and the revenue target each decision rolls up to. Crucially, we decide what not to do — the channels and campaigns we deliberately defer so the function isn't spread thin across everything at once. This is the strategy your board signs off on.
Build the service system
We turn the plan into a running function: team and vendors set up against the right priorities, the channel roadmap launched in sequence, marketing processes and content engine live, and CRM attribution wired in so every channel reports against pipeline from day one. We direct the execution — managing the marketers, freelancers, and agencies — so the system runs whether or not the founder is in the room.
Optimize against CRM + sales feedback
Then we run the operating rhythm: weekly reviews, monthly strategic reporting, and quarterly business reviews, all read against closed revenue and live sales feedback. We reallocate budget toward what the CRM proves is working, cut what isn't, and feed deal-review objections back into messaging and targeting. The function gets sharper every quarter because it's steered by what's actually closing, which is how SQL growth compounds rather than plateaus.
The XQL difference
Why a fractional CMO from XQL leads differently
- 01
Market memory
We've held the marketing-leadership seat at 60+ B2B tech companies — IT outsourcing firms, design and product studios, Salesforce and cybersecurity consultancies, outstaffing providers, and SaaS platforms. So when we walk into your business, we're not theorising about how a technical buyer evaluates a $120K engagement or why your SQL-to-close rate stalls at month four — we've watched it play out repeatedly and know which leadership moves change it. You get decisions grounded in pattern, not a CMO learning your category on your payroll.
- 02
Faster diagnosis
A first-time-in-category CMO spends their first quarter just understanding the business. Because we already carry the playbook for high-ACV, long-cycle B2B tech, we diagnose the real constraint — positioning, channel mix, sales alignment, team capability, or attribution — in weeks, not quarters. That compression is the whole point of fractional: you buy senior judgement that's already up the learning curve, so the function starts moving in month one instead of month six.
- 03
Smarter channel selection
Most marketing waste is a sequencing problem, not an execution problem — paid scaled before positioning was sharp, content published before there was a conversion path, demand-gen running before sales could handle the volume. As your fractional CMO we decide which channels to fund, in what order, and at what budget, based on your sales cycle, ACV, and where buyers actually research. We kill the channels that flatter vanity metrics and double down on the ones the CRM proves are sourcing revenue.
- 04
Sales feedback loop
Marketing leadership that ignores sales produces leads sales won't touch. We sit on both sides of the handoff: shaping MQL-to-SQL definitions with your sales team, sitting in on deal reviews, listening to call recordings, and feeding objections and ICP signals straight back into messaging, targeting, and content. The function is steered by what's closing, not by what looks good in a marketing dashboard — which is how SQL growth compounds quarter over quarter instead of plateauing.
- 05
CRM attribution
We run the function against the CRM, not against impressions. Every channel, campaign, and quarter is reported in tracked pipeline and closed revenue, so your board sees what marketing actually produced and you can defend the budget with numbers. Across our engagements this is how we've tracked $30M+ in marketing-led revenue — because the reporting layer is wired into the same system your finance team already trusts.
Why XQL vs alternatives
Why a fractional CMO from XQL, not the alternatives
DimensionTypical approachThe XQL way
Full-time CMO hire$250K+ in comp plus equity, six-plus months to find the right person, and real risk they've never run GTM in your exact category — so you fund their learning curve.Senior leadership embedded in weeks, drawing on patterns from 60+ B2B tech companies, at a fraction of full-time cost and with no search, ramp, or equity.
Generalist marketing agencyExecutes campaigns against a brief but won't own your GTM strategy, direct your internal team, or sit in your leadership meetings — and reports in their channel's metrics, not your revenue.Owns the function above the channels: strategy, team direction, channel sequencing, and board-level reporting in CRM-tracked revenue.
Freelancer / consultantDelivers a specific skill or a one-off project, but isn't accountable for the commercial number and disappears when the contract ends.Carries ongoing accountability for marketing-led pipeline and revenue, with a weekly-to-quarterly operating rhythm the business runs on.
In-house marketer without leadershipCan execute well but hasn't set GTM strategy for a high-ACV, long-cycle business and has no one senior steering priorities or defending budget to the board.Provides the senior layer above your marketers — making the calls, setting the quarter, and coaching the team so its capability compounds.
Advisory-only consultantHands over a strategy deck and a recommendation, then leaves you to staff, sequence, and run it — the execution risk stays entirely with you.Decides the strategy and then runs it — directing team and vendors, launching the channel roadmap, and owning the outcome through to revenue.
Commercial outcomes
Proof from the same playbook.
Strategy first, channels second, sales feedback always. We measure by the qualified demand and revenue we can trace back inside the CRM.
Selected results
Senior operators on every account. Never a junior pod.- 28.88×return on ad spend
Intelvision
Took a referral-only firm to a real new-business engine — 5 deals and $240K revenue from Meta in a year, plus 2–4 SQLs/month from ChatGPT.
- $240K revenue from Meta
- 5 deals in 12 months
Client signal
What B2B tech founders and CEOs say
Thanks to XQL Group's efforts, we've seen a 207% increase in web traffic and an improvement in domain rating from 12 to 45. The team has successfully optimized our SEO strategy and gained around 160 backlinks. Overall, they're responsive and thorough in their project management.
Since working with XQL Group, our domain rating has improved from 27 to 44. In addition, we've seen a 15% increase in monthly traffic within nine months. The team completes work on time and within the agreed budget. Moreover, their subject matter expertise is highly impressive.
XQL Group's efforts have resulted in 44 leads from paid campaigns and improved web traffic from Germany by 5x. The team is responsive, quickly surfaces issues, and communicates regularly through chats and virtual meetings. Their expertise and proactiveness have impressed our team.
Organic traffic has increased by 10–15% each month, and we have started receiving our first inbound requests. XQL Group's optimization tips have also helped improve keyword rankings, and internal stakeholders are impressed with the team's collaborative approach.
XQL Group has successfully defined a clear marketing strategy and established our company's unique value proposition. The team has also helped hire critical specialists for our marketing team. They are communicative and organized, and their expertise in the tech industry is impressive.
Thanks to XQL Group's efforts, we have defined our marketing strategy and hired key developers for our website. The team has launched retargeting campaigns on LinkedIn and developed a strong content marketing strategy. XQL Group's marketing expertise is a hallmark of the engagement.
They were not just talking about AI search in theory; they knew how to approach it practically.
What impressed us most was their deep specialization in working with software development companies.
They've brought structure, strong execution, and constant initiative to improve outcomes.
They operated with the discipline and initiative of an internal senior marketer.
Their ability to combine strategic vision with hands-on execution was particularly valuable.
Their focus on results and true interest in making things work set them apart.
XQL Group's project management was exemplary.
The quality of their work is consistently high.
FAQ
Questions about this service.
An agency executes work inside its lane — SEO, paid, content — against a brief you set. A fractional CMO sits above that: we own the GTM strategy, decide which channels to fund and in what order, direct your internal team and any agencies, align marketing with sales, and report the whole function's contribution in CRM-tracked revenue. Put simply, an agency answers to a marketing plan; a fractional CMO writes it and is accountable for the number it produces. Many of our clients keep specialist agencies in place — we just give them a senior operator to steer.
We make the decisions and stand behind them. That's the line between us and advisory-only consultants who hand over a deck and leave. As your fractional CMO we choose the segment to chase, the positioning, the channel sequence, the quarterly priorities, and the budget allocation — then we direct the team and vendors to execute and report the results in the next QBR. The commercial outcome of marketing sits with us, not back on your desk.
Far less than you spend now. The reason founders end up approving every landing page is that there's no senior owner — a fractional CMO removes that. After the diagnosis phase, we run the operating rhythm (weekly reviews, monthly reporting, quarterly business reviews) and bring you decisions and results, not a stream of approvals. Most founders move from being marketing's bottleneck to reviewing a board-ready revenue report each month.
At that stage the constraint is usually leadership and sequencing, not headcount, and that's exactly what fractional solves. A full-time CMO who genuinely understands technical and executive buyers costs $250K+ and takes six-plus months to find — and if the GTM strategy isn't yet proven, that's a heavy bet. A fractional CMO gives you that seniority immediately, gets the function producing tracked revenue, and often defines the exact full-time role you should hire into next once the motion is working.
We lead them, we don't replace them. We set priorities for your in-house marketers, freelancers, and agencies, run the cadence, raise the bar on what ships, and coach your people so their capability compounds. Where a channel partner is performing, we keep them and steer them; where one isn't, we say so with CRM evidence. The goal is to leave more capability inside your company than when we started, not to create a dependency.
Against your CRM. We wire attribution in early so every channel and quarter is reported in marketing-sourced pipeline and closed revenue — the same system your finance team trusts — rather than impressions or rankings. Across our engagements this discipline is how we've tracked $30M+ in marketing-led revenue, driven 133% SQL growth per quarter, and grown organic traffic 2.4x in nine months where SEO was the right lead channel. You'll see the function's contribution to revenue in plain numbers every month.
Yes — it's one of the most common reasons companies bring us in. When a CMO or marketing VP leaves, momentum and strategy usually stall during the search. We step in to hold the seat: keeping the strategy on track, directing the team and vendors, maintaining reporting, and protecting pipeline, so there's no vacuum. We can run the function indefinitely, or bridge it and help you hire and onboard the permanent leader.
The function starts moving in month one because we don't spend a quarter learning your category — we already carry the playbook for high-ACV, long-cycle B2B tech, so the diagnosis lands in weeks. Foundational decisions (positioning, channel sequence, team priorities, attribution) are made and executing early. Commercial results follow the realities of your sales cycle: SQL movement and pipeline signal come first, with closed revenue compounding over the following quarters as the system is optimised against CRM and sales feedback.
Ready when you are
Let's talk.
Bring your offer, channels, and revenue goals. We'll show you where the biggest growth constraint is and what to build next.
Danylo FedirkoFounder
For B2B tech companies selling complex expertise to serious buyers.
- B2B tech clients
- 60+
- Revenue generated
- $30M+
