Your GTM is busy. Your pipeline isn't.
I help B2B Tech and SaaS companies replace reactive marketing with a connected go-to-market system — so CAC drops, pipeline stabilizes, and growth becomes repeatable.
The symptoms of a broken GTM system
CAC out of control
Customer acquisition costs more each quarter. Margins shrink
Rollercoaster demand
Leads overflow one month and vanish the next
Unclear value propositions
The market doesn’t get your offer and your messaging doesn’t convert
Fluffy pipeline
Leads outside your ICP inflate forecasts and distract your team
Disconnected RevOps
No full-funnel view means poor acquisition, onboarding and retention
Stalled sales cycles
No enablement content or internal champions. Deals lose momentum
30% activation rate
Users sign up but never reach the “aha moment”
Flat retention
NRR stays at 95% with minimal upsell growth
Always in firefighting mode
Marketing runs on urgency and improvisation with no scalable systems
Pitch that doesn’t land
No strong positioning or GTM metrics to back your story
The real problem
In many B2B companies, marketing reacts to tasks — isolated campaigns, content, and channels with no strategic base.
The result: lots of noise, little predictable pipeline, and a team always at its limit.
Reactive Marketing
- CAC
- Flat retention
- Volatile pipeline
GTM System
- CAC
- Retention
- Predictable pipeline
What I do differently?
From scattered tactics to a coherent GTM system
Adapts to your model (sales-led, product-led, or hybrid)
Optimizes the stages you need most: acquisition, conversion, retention, or expansion
Tracks key metrics (CAC, LTV, velocity) with predictive insights
Learns through actionable feedback loops to maximize ROI
Speeds up execution with AI copilots that ensure alignment and free up your team
From the first click to the month 12 upsell, your team operates with clear priorities, aligned narrative, connected dots, and real metrics. In other words: I help you reach operational maturity and drive healthy, scalable growth.
Why this approach?
Less noise. More sustainable revenue
In the growth-at-all-costs era, companies opened dozens of channels, expanded teams, and burned budget in pursuit of scale.
Since the 2023 correction, investors are laser-focused on Rule of 40 and CAC-to-LTV efficiency. Volume without margin no longer wins.
Today, the advantage isn’t just launching more campaigns. It’s having a connected and measurable GTM process that aligns strategy, content, channels, processes, people, and data to increase volume and optimize conversions.
That’s what I bring as a fractional CMO: a structured, adaptive, and sustainable growth system — applied to one part of your funnel, several, or the full GTM process.
My services
Pick the support that matches your growth stage or needs
GTM Audit
GTM Playbook
AI Accelerators
Fractional CMO
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Main goal
Typical duration
6-24 months
Areas covered
Market & GTM strategy · Messaging & content · Funnel & acquisition channels · RevOps & metrics · Retention levers · Team & tech stack readiness
GTM strategy · Narrative & positioning · Content architecture · Funnel & customer journey · Channel plan & rituals · RevOps structure · Retention & expansion levers
Strategic execution · Process and funnel optimization · Team leadership · Playbook rollout · RevOps coordination · Marketing–Sales alignment · KPI tracking
AI use cases for content, automation & GTM ops · GPT copilots · Workflow redesign · Efficiency enablers for lean teams
Key deliverables
Engagement type
Fixed-scope, short-term
Scope-based, multi-week
Monthly collaboration
Scalable modules by need
Expected impact
Best for…
B2B companies with €5–10M ARR, high CAC, and low visibility on what to scale
Marketing teams in Series A–B looking for consistents methods to scale
Scale-ups or PE-backed companies needing flexible GTM leadership
Teams with bottlenecks and inefficiencies in content or execution
Note: Scope, deliverables, and engagement can be tailored to your team’s stage and needs
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Main goal
Diagnose growth blockers
Typical duration
Areas covered
Key deliverables
Expected impact
Best for…
Main goal
Typical duration
Areas covered
Key deliverables
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Best for…
Main goal
Typical duration
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Best for…
Main goal
Typical duration
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Best for…
* Indicative pricing: finalized after scope.
From the first click to the 12-month upsell, your team operates with clear priorities, aligned narrative, connected dots, and real metrics. In other words, I help you achieve operational maturity and healthy, repeatable growth.
Who I work with?
Tailored programs by stage and ACV/ARR
For each profile, I activate the level of intervention with the highest impact: GTM audit, playbook, fractional leadership, or AI accelerators.
Post-PMF SaaS
Established B2B IT
Scale-ups/Series B+
Private Equity tech
Still < 5 M € ARR, let´s validate your market first before scaling.
About me
Strategy with focus. Execution with impact.
I’m José Juan Sánchez, a fractional CMO with 15+ years helping B2B tech companies scale through marketing systems that turn strategy into measurable results.
I’ve led teams, transformed organizations, and launched GTM initiatives in startups, post-exit scale-ups, and Private Equity portfolios — across both local and international markets.
Today, I help companies turn GTM into tangible growth. Ready to talk?
FAQs about Fractional CMO services and GTM systems
What exactly is a Fractional CMO?
A Fractional CMO is a senior marketing leader who works with you part-time. You get C-level strategy and operational leadership without the fixed cost of a full-time hire or equity dilution. Perfect for B2B Tech and SaaS companies that need focus, speed, and clear ROI metrics.
How is a GTM system different from running isolated campaigns?
A GTM system connects positioning, channels, campaigns content, RevOps, and metrics in one continuous loop. Every action reinforces lead generation, CAC, LTV, and NRR. Isolated campaigns only deliver short-term spikes — they don’t build sustainable growth.
When should I choose a GTM Audit, Playbook, AI Accelerators, or Fractional CMO?
- GTM Audit: The starting point if you need to diagnose why leads are weak, CAC is rising, pipeline is stalling, or retention is flat.
- GTM Playbook: Ideal once you know the gaps and want to upgrade your operating system with narrative, plans, tactics, and processes ready to run.
- AI Accelerators: Best once your GTM system is in place. They multiply speed and consistency across execution without scaling chaos.
- Fractional CMO: The right fit if you need ongoing senior marketing leadership to align marketing, sales, and product, sustain execution, and report to the C-level or board.
What’s included in the GTM Playbook?
The GTM Playbook delivers nine independent modules: strategy, messaging, SEO and content, operating plan, RevOps, demand generation, product launch, customer journey, and retention/expansion. You activate only the modules that move your current KPIs and get dashboards ready to execute.
When should I use AI in marketing?
When your GTM system is defined and you want more speed and consistency. If not, you’ll only scale existing chaos. AI Accelerators or Marketing Copilots (content blueprints, content factory, custom GPT assistants) increase engagement, cut 40–75% of operational time, improve CTR and NRR, and free up team capacity — without adding headcount.