Fractional CMO Leadership
The senior marketing brain your company needs, at the fraction of the cost it can actually afford.
MarTech & Attribution
MarTech Stack & Attribution
You cannot optimize what you cannot measure, and most mid-market companies are measuring the wrong thing confidently.
The Problem This Solves
Six tools, four sources of truth, and a monthly report that nobody fully believes. Meanwhile budget decisions worth hundreds of thousands of dollars are made on last-click data that systematically overcredits the cheapest channel.
Typical EngagementDelivered inside a Core Marketing CMO retainer, or scoped as a standalone project.
See pricingA marketing technology stack exists for exactly one reason: to make the next budget decision correct. Everything else — the integrations, the dashboards, the automation — is in service of knowing what actually produced revenue.
What’s Included
Six things that actually change.
01
Stack audit and rationalization
What each tool is genuinely doing, what overlaps, and what can be cut.
02
CRM and lifecycle architecture
Stage definitions, field hygiene, and source attribution built to survive real usage.
03
Tracking implementation direction
GA4, server-side tagging, enhanced and offline conversions, and consent-mode compliance.
04
Attribution model selection
A model matched to your sales cycle and channel mix — not whichever one the tool defaults to.
05
Executive dashboard build
One view showing spend, pipeline, CAC, and LTV that the CEO can read unaided.
06
Data governance
Naming conventions and UTM standards so the data stays clean after I leave.
Engagement Shape
How it runs.
Phases overlap in practice, but this is the shape of the work and roughly when each part lands.
What You Should Expect
- One source of truth every department reads the same way
- Budget shifted toward channels that are genuinely incremental
- Software spend reduced by cutting overlapping tools
- Reporting the board trusts without a verbal explanation
| Phase | Deliverable |
|---|---|
| Audit | Tool inventory, data flow map, tracking accuracy test, and cost review |
| Design | Target stack architecture, integration plan, and attribution model spec |
| Implementation | Direction of your ops team or implementation partner through the build |
| Reporting | Executive dashboard and a monthly reporting cadence that stands up to scrutiny |
Answers
Questions about martech & attribution
HubSpot, Salesforce, Klaviyo, Braze, Google Analytics 4, Google Tag Manager, Segment, and the major ad platform integrations. The specific tool matters less than whether the architecture underneath it is sound.
I specify and direct it. Implementation is executed by your marketing ops team, your developers, or an implementation partner. I write the specification, review the build, and validate the data before anyone makes decisions on it.
It depends on sales cycle length and channel mix. Short-cycle DTC can often run data-driven attribution effectively. Long-cycle B2B usually needs multi-touch attribution paired with incrementality testing, because no click-based model handles a nine-month buying committee well.
In most audits I find 15 to 30 percent of tooling spend going to overlapping features or seats nobody uses. That said, cutting cost is a side effect — the real return is making the next budget decision correctly.
Related
Works alongside
Interim CMO Leadership
Your CMO left. The executive search will take six months. Marketing cannot sit still for six months.
CMO Consulting
Sometimes you do not need a marketing leader. You need one hard question answered properly, once.
Next Step
Find out what your marketing is actually costing you.
Every engagement starts the same way: a straight conversation about your growth plateau, your current spend, and whether a fractional CMO is genuinely the right answer for you. If it isn’t, I’ll say so.
Free 30-minute call · No pitch deck · Direct answer either way