Campaigns help. Systems scale
Strategy with focus · Narrative with purpose · Execution with impact
I am José Juan Sánchez, a fractional CMO specialising in B2B.
After 15 years leading marketing in SaaS and technology, I help fund managers and C-level teams scale with margins and metrics that matter: ACV, ARR, CAC, and NDR.
My role has always been the same: to transform the marketing function into a driver of sustainable revenue, not a set of scattered tactics.
An operating system for growth — without improvisation
With 15+ years leading marketing, growth, product marketing, and SDR teams internationally, I’ve learned one key truth: without a clear architecture, growth doesn’t scale. Campaigns don’t convert. Sales don’t grow. Customers don’t renew.
As a Fractional CMO, my work is to turn marketing into a GTM system aligned with the business — one that flows with agility, runs on continuous improvement, and delivers sustainable impact from a solid, interconnected, and flexible foundation.
Among other methods, I apply my own adaptation of Revenue Architecture: a practical way to align strategy, execution, people, and processes across the full commercial cycle — from acquisition and activation to retention and expansion.
What this approach enables
- Spot bottlenecks and opportunities at any stage of the customer cycle — from acquisition to retention and expansion.
- Unlock growth levers for ACV/ARR through sharper messaging, better channels, stronger content, or improved metrics.
- Connect tactics and decisions to data — not intuition.
- Align marketing, sales, product, and customer success under a flexible framework that works whether you need one module or the full GTM system.
Adapted from the Revenue Architecture framework (Winning by Design)
Once the system is in place — fully or partially — I add AI accelerators and copilots that increase efficiency and speed, without adding headcount or scaling disorder.
How I can help
I turn marketing into a reliable part of your revenue engine.
Redesign your GTM strategy so marketing becomes a real pipeline driver
Implement methodology and systems in one area or across the full commercial cycle
Translate your value into clear, conversion-ready messaging (website, decks, multichannel campaigns)
Orchestrate teams and agencies so they add up — not overlap
Integrate AI where it cuts time and CAC, not just for hype
Who I usually work with
SaaS Startups
You’re in Series A and need focus to scale.
You have a product, but not an acquisition system that works.
You want to grow without blowing up CAC.
Scale-ups
You’re in Series B+ and your marketing needs to level up.
You have a team, but lack direction and a clear playbook.
You need structure before scaling or raising your next round.
IT SMEs
Your team executes, but without strategic direction.
You do a lot, but don’t measure real ROI.
You need focus, priorities, and alignment with business goals.
Portfolio Companies (PE/VC)
You lead a portfolio company under pressure to grow without increasing headcount.
You want results without hiring more people.
You need focus, efficiency, and GTM clarity to show impact.
Some impacts from my plans and teams
+10× growth
Scaled data virtualization revenue from €8M to €90M in 5 years (35% in EMEA), with 81% of new customers acquired via marketing.
€500M exit
In cloud ERP, through integration of 9 companies and repositioning within 3 years.
+33% conversion & −27% CAC
On average, after a full marketing reorganization in 2 SaaS companies.
+31% MRR YoY & +27% active users
Across 9 countries in a mobility marketplace in under 1 year.
+20% clients YoY & −18% CAC
One year after repositioning an agency as leader in Marketing-as-a-Service.