Fractional CMO Leadership / Your first 60 days
You’re investing in growth. You should know what’s paying off.
Know where sales and marketing spending is working, where it needs to change, and how to get more value from the people and providers you already have.
Your sales team is working. Your agencies are producing things. You’re paying for software, campaigns and people. Can you confidently say which investments are helping you win customers?
In your first two months with CGP, Tony brings the full picture together, helps you decide what to keep, stop or improve, and leads approved changes. You gain control of spending, clearer accountability and more effective sales and marketing activities.
For established B2B businesses, including companies that sell services.
Commercial value in practice
Lower costs. Better capabilities. More leads.
CGP’s client work shows how better decisions can improve both spending and the business it supports.
Stop overspending on SEO.
An owner feared losing customers by changing providers. CGP compared delivery with commitments and found execution centered on technical audits rather than the new pages and content expected.
We preserved useful research and helped replace the $4,000-per-month program with a focused $500-per-month solution.
Business value: $3,500 less in comparable monthly spending, with a clearer basis for evaluating the work.
Pay less for a more capable CRM.
A client reduced annual CRM fees by $7,200 while gaining additional functionality that would have cost $30,000 with the existing supplier.
Business value: Lower recurring fees and access to the added capabilities without buying the incumbent’s $30,000 option.
The annual fee reduction and the avoided functionality cost are separate benefits.
Rebuild the path to new customers.
An attorney’s website was hacked and Google Ads stopped working. CGP coordinated a $900 cleanup, then put maintenance and ongoing SEO support in place.
Business value: Leads doubled in months two and three after the hack compared with the months before it.
Read the attorney caseTurn leadership alignment into savings.
A food and beverage manufacturer needed a shared way to prioritize projects through a generational leadership transition. CGP helped leaders establish common direction and visibility.
Follow-on spending analysis identified and implemented $100,000 in annual savings within the first few months.
Business value: Better resource decisions followed by implemented cost reductions.
Get more from what you already spend
One commercial view across your team, agencies, and tools.
Each provider may be busy delivering its own work while nobody is checking whether the combined effort supports sales. That leaves the owner paying for activity without a clear basis for the next decision.
Tony connects spending, staff effort, customer needs and available results. He directs your existing providers and a CGP marketing associate to improve the work, strengthen customer-facing credibility and connect activities more closely to winning business.
You gain visibility into growth opportunities as connections emerge between your products, customers and markets. Selecting and developing the next growth opportunity builds on this foundation in later months.
What you will have by day 60
Know what you’re funding. Decide with confidence. See changes moving.
Where is our money and time going?
A consolidated spending and activity picture.
Providers, software, campaigns, events, staff effort, contract commitments and available results brought together. You can see the cost of current activities and the information needed to judge their contribution.
What should we keep, stop or change?
Documented decisions tied to your goals.
Recommendations explain what to retain, improve, redirect, end or investigate. You have a practical basis for provider discussions, renewals and resource decisions.
Who is making the changes happen?
Approved improvements in motion.
Tony directs agreed work with your team, providers and CGP’s marketing associate. Named owners, progress and next actions make accountability visible. Changes can begin while interviews and research continue.
How do we keep the learning and decisions usable?
A working decision record in your GTM Workspace.
Spending, findings, decisions, responsibilities and open questions live together. We begin building your business and customer reference so future work can use what has already been learned.
How value starts to emerge
Learn quickly. Act on the findings. Follow through.
WEEKS 1 TO 2
Bring the picture together.
Review spending, contracts, work delivered, sales activities and available performance information. Interview the people involved and begin identifying cost, coordination and credibility gaps.
Value: Replace scattered reports and opinions with a shared basis for decisions.
WEEKS 3 TO 4
Agree changes and begin.
Review initial findings with the owner, agree what deserves action and assign responsibility. Direct approved improvements to current activities, providers and customer-facing information.
Month-one checkpoint: Document findings, decisions, approved changes, progress and remaining questions.
WEEKS 5 TO 8
Improve execution and make progress visible.
Follow through on agreed work, review its impact and record what has changed. Set out the decisions and contract dates that require later action.
Value: A clearer view of spending, work already moving and visibility into further growth opportunities.
Already committed to a provider? We work to improve the impact of existing contracts and prepaid work while planning changes around renewal dates. The sequence is tailored to your business and agreed scope.
What interviews and research are included?
Owner, sales and marketing staff, existing agencies and relevant colleagues; competitor and market research; appropriate specialist input; and a limited number of customer and potential-customer conversations, including lost prospects where relevant. We use those findings to improve spending and current activities, and begin identifying product, customer and market connections.
Make sales activity easier to convert
Help interested buyers take the next step.
When a recommendation, campaign or sales conversation sends someone to your website or business profiles, they need to understand your value and find evidence they can trust.
Tony identifies gaps and directs agreed changes so your existing sales and marketing efforts have a stronger foundation.
- Make your offer easier to understand. Clear messaging helps the right buyers recognize why your business is relevant.
- Remove conflicting information. Align relevant website, LinkedIn and Google Business Profile information so buyers can verify your business.
- Put proof where buyers can find it. Testimonials, case studies and experience help customers assess your capabilities.
- Make inquiries easier to act on. Review calls to action, contact forms and routing so interest reaches the right person.
Experienced leadership, practical delivery
You keep control of decisions. Tony leads the work.
Tony brings more than 20 years across strategy, sales, marketing, product management and commercial operations, including BASF, Ecolab and Grant Thornton.
More than a decade selecting and managing marketing providers, with over $1 million in marketing spending, helps him uncover each provider’s superpowers and direct them toward your business priorities.
- Your typical involvement: approximately one hour weekly. Owner discussions and approvals combined.
- A coordinator helps with access. Someone on your team arranges logins, records and interviews. Relevant colleagues and selected customers participate as arranged.
- You approve changes. Tony coordinates agreed actions so you can focus on business decisions.
Delivery time and implementation support
Tony works in the business approximately 4 to 6 hours per week across interviews, research, recommendations and direction of implementation. A CGP marketing associate supports agreed content edits and updates. Existing employees, agencies and specialists carry out work within their responsibilities and approved scopes.
Before you decide
A clear investment decision starts with your business.
How do we judge whether the engagement is worth it?
Start with current spending, staff effort, provider commitments and the commercial problems you want to solve. We discuss where correcting those problems could create value. During the engagement, we distinguish implemented savings, cost avoidance, changes to activities and available sales results so you can assess progress against the fee.
Do we need to organize everything before starting?
No. Bringing the spending and activity picture together is part of the work. We use available invoices, contracts, reports and interviews, with a designated coordinator helping us access what is needed.
Will you replace our team or agencies?
We begin by understanding what they do well, what is missing and how the work can better support your goals. Changes to provider relationships are discussed with you and timed around existing commitments.
Do we wait until day 60 for recommendations?
No. Findings and approved improvements move forward throughout the engagement. The month-one checkpoint gives you a written view of what we have learned, what has been decided and what is already happening.
What follows the first two months?
You have a clearer view of current spending, decisions and work underway, plus visibility into growth opportunities. If you continue, months three through five build on that learning to prioritize opportunities and develop the plan for pursuing them. We agree the right next step together.
What would better growth decisions be worth to you?
Talk with Tony about where you are today, what you want to improve and whether CGP is the right fit.