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FRACTIONAL CMO

Big ambition.
A sharper growth plan.

Know who to reach, what to say, and where to invest. Your fractional CMO connects positioning, demand, creative, and commercial priorities, then gives the people doing the work a shared direction.
Let’s move this forward
↗
Explore the work ↓
Chantelle Luicien, Fractional CMO
Chantelle Luicien
FRACTIONAL CMO
Experienced people. Real work. ↗
THE PRIORITY
Fractional CMO
THE APPROACH
Senior judgment. Practical direction.
On this page
The offerOwnershipThe workYour teamWays to engageQuestionsDiscuss your priority ↗
THE LEADERSHIP MANDATE

Marketing leadership that connects your market story to commercial priorities.

Your CMO sets positioning, investment priorities and the marketing plan. A marketing execution team produces and runs the agreed work.
WHAT WE CAN DEFINE TOGETHER
01

Positioning and audience decisions

02

Channel and investment priorities

03

Marketing and sales review agenda

The outputs, responsibilities and review points are agreed before work begins.
Discuss this scope ↗
THE PERSON BEHIND THE PERSPECTIVE

Meet
Chantelle Luicien.

Chantelle brings together positioning, product commercialization, B2B growth, and revenue operating systems. She works directly with leadership, sales, product, internal marketers, agencies, and partners to connect the strategy with the people delivering it.
Discuss your marketing priorities ↗
01

Positioning and messaging

Define the buyer, the problem worth solving, and the reasons to choose you. Give campaigns and sales conversations a consistent, differentiated story.
02

GTM and commercialization

Set priorities across segments, routes to market, channels, and investment before the team commits more budget or activity.
03

Demand generation

Bring ABM, content, paid media, search, partnerships, and conversion work into a coherent demand strategy.
04

Sales and marketing alignment

Align marketing and sales on target accounts, qualification, enablement, and useful measures of pipeline, conversion, and revenue contribution.
SELECTED COMPANY EXPERIENCE

Experience
you can build on.

Dropbox
Truist
NEOM
Staples
GE Appliances
DB Schenker
Selected experience across SPG leadership and delivery partners. These logos reflect collective experience, not a single SPG client list.
Explore company experience ↗
YOUR WORKING WORLD

The decisions need direction.
The work needs an owner.

Bring experienced CMO leadership to the strategy, trade-offs, and team direction. Keep hands-on execution scoped separately.
Keep the decisions that belong with your leadership. Give the agreed responsibilities a clear owner.
Put support around this priority ↗
LESS ON YOUR DESK. MORE IN MOTION.
YOUR WORKING WORLD
BEFORE SPG

Everything comes
back to you.

Add SPG
YOUR LEADERSHIP TEAM
The vision. And every detail.
The work is ready. Your calendar isn’t.
4 priorities
on your desk
01

Positioning and market

Decisions. Priorities. Direction.
Needs your attention
02

Growth investment

Decisions. Priorities. Direction.
Needs your attention
03

Marketing leadership

Decisions. Priorities. Direction.
Needs your attention
04

Team direction

Decisions. Priorities. Direction.
Needs your attention
Too many priorities. Too few clear owners.
Build my team
↗
LESS ON YOUR DESK. MORE IN MOTION.
YOUR WORKING WORLD
WITH SPG

Your direction.
Shared momentum.

SPG added
YOUR LEADERSHIP TEAM
Stay close to the big decisions.
Experienced leadership around the agreed mandate.
Your focus
the next move
01

Positioning and market

Decisions. Priorities. Direction.
Fractional CMO
02

Growth investment

Decisions. Priorities. Direction.
Fractional CMO
03

Marketing leadership

Decisions. Priorities. Direction.
Fractional CMO
04

Team direction

Decisions. Priorities. Direction.
Fractional CMO
Your executive leads the mandate. Hands-on execution is scoped separately.
Build my team
↗
THE CAPABILITY BEHIND THE AMBITION

Senior judgment.
A working direction.

Explore the work we can put around your leadership priorities.
CONNECT THE RIGHT EXPERTISE
From a compelling offer to a connected demand engine.
Decide who you serve, why they should care, and where you can compete.
DIRECTION and OUTPUTS
Audience priorities, positioning, and a marketing strategy.
Choose the channels, programs, and creative priorities that deserve attention.
DIRECTION and OUTPUTS
GTM roadmap, channel plan, and budget allocation.
Align internal teams and partners around a shared plan and useful measures.
DIRECTION and OUTPUTS
Team direction, marketing reviews, and an executive reporting rhythm.
FROM A CLEAR STORY TO SOMETHING TANGIBLE

Make the idea
impossible to miss.

Campaign thinking across brand, creative, and digital. See how a story becomes a connected experience.
Dropbox campaign board showing the For All Things Worth Saving creative across formats
01 / DROPBOX

A big idea. Everywhere it needs to be.

Brand story · Creative systems · Digital experiences
What is NEOM campaign overview showing creative, search strategy, and supplied results
02 / NEOM

One story. A connected experience.

Brand narrative · Search strategy · Integrated campaigns
Selected campaign references. Individual contributions and full engagement context will accompany the completed case studies.
EXPERIENCE YOU CAN PUT TO WORK

From the big question
to the next clear move.

Practical tools for the decisions ahead. We agree the deliverables around your business and the leadership mandate.
01

Positioning and messaging framework

02

ICP and segment priorities

03

GTM and channel roadmap

04

Marketing investment plan

05

Sales alignment and enablement priorities

06

Commercial performance review

Shape your leadership mandate
↗
WHEN SPG HELPS MOST

You know what needs to happen.
Let’s put the work in motion.

Marketing colleagues reviewing campaign photographs in a warmly lit studio
A stronger point of view.
A clearer way forward.
A CLEAR PRIORITY IS ENOUGH TO START ↗
01

The story needs a sharper edge.

Marketing activity is growing faster than strategic clarity.
02

The next market needs a plan.

You are entering a market or repositioning an offering.
03

The people need one direction.

You need senior direction across agencies and internal teams.
YOUR PEOPLE AROUND THE PRIORITY

Clear roles.
Connected work.

From executive direction to specialist delivery. Explore the people and responsibilities behind each practice.
YOUR DIRECTION
Your company
You and your leadership team
OPTIONAL EXECUTION SCOPE
Specialist execution team
Hands-on delivery capacity. Scoped and priced separately.
YOUR EXECUTIVE ENGAGEMENT
Fractional CMO
Strategy, decisions, and functional direction
Choose a practice to explore its team structure.
THE MARKETING PRACTICE

Build demand. Shape the story. Bring the launch to life.

Select a branch to expand or collapse
OPTIONAL EXECUTION PRACTICE
  1. PRACTICE LEADERSHIP
    Marketing Practice Lead
  2. DELIVERY COORDINATION
    Account / Marketing Manager
EXECUTIVE LEADERSHIP
EXECUTIVE LEADERSHIP
Fractional CMO
Senior strategy, decisions, and functional leadership.
Leadership is agreed in your mandate.
Execution is scoped separately.
THE SALES PRACTICE

Create conversations. Progress opportunities. Close the right deals.

Select a branch to expand or collapse
OPTIONAL EXECUTION PRACTICE
  1. PRACTICE LEADERSHIP
    Sales Practice Lead
EXECUTIVE LEADERSHIP
EXECUTIVE LEADERSHIP
Fractional CSO / CRO
Senior strategy, decisions, and functional leadership.
Leadership is agreed in your mandate.
Execution is scoped separately.
CONNECTED SPECIALISTS
Sales Enablement Specialist
Proposal / Deal Desk Specialist
Revenue Operations connects into Sales as a dedicated practice. Explore its own structure in the RevOps tab.
THE REVENUE OPERATIONS PRACTICE

The systems, data, and automation behind your sales engine.

Select a branch to expand or collapse
OPTIONAL EXECUTION PRACTICE
  1. PRACTICE LEADERSHIP
    Revenue Operations Practice Lead
  2. DELIVERY COORDINATION
    RevOps Manager
EXECUTIVE LEADERSHIP
EXECUTIVE LEADERSHIP
Fractional CRO
Senior strategy, decisions, and functional leadership.
Leadership is agreed in your mandate.
Execution is scoped separately.
THE AI PRACTICE

Useful workflows. Capable people. Responsible adoption.

Select a branch to expand or collapse
OPTIONAL EXECUTION PRACTICE
  1. PRACTICE LEADERSHIP
    AI Practice Lead
EXECUTIVE LEADERSHIP
EXECUTIVE LEADERSHIP
Fractional CAIO
Senior strategy, decisions, and functional leadership.
Leadership is agreed in your mandate.
Execution is scoped separately.
CONNECTED SPECIALISTS
AI Training and Enablement
AI Adoption / Change Management
THE TECHNOLOGY PRACTICE

From product discovery to apps, websites, and reliable releases.

Select a branch to expand or collapse
OPTIONAL EXECUTION PRACTICE
  1. PRACTICE LEADERSHIP
    Technology Practice Lead
EXECUTIVE LEADERSHIP
EXECUTIVE LEADERSHIP
Fractional CTO / CIO
Senior strategy, decisions, and functional leadership.
Leadership is agreed in your mandate.
Execution is scoped separately.
CROSS-FUNCTIONAL DELIVERY
THE FINANCE PRACTICE

Connect executive decisions to clear numbers and dependable financial operations.

Planning → financial execution
OPTIONAL EXECUTION PRACTICE
  1. Planning and analysis
    FPandA
    Forecasting · Budgeting · KPIs · Scenarios · Unit economics
  2. Close and financial control
    Controller
    Reporting · Policies · Controls · Revenue recognition · Audit readiness
  3. Transactional execution
    Accounting
    Bookkeeping · AP / AR · Reconciliations · Billing · Expenses · Journals · Accruals
EXECUTIVE LEADERSHIP
EXECUTIVE LEADERSHIP
Fractional CFO
Financial strategy · Capital · Board · Decisions
Leadership is agreed in your mandate.
Execution is scoped separately.
SYSTEMS and DATA
ERP
Billing
AP
Payroll
Banking
Integrations
Data
Automation
Dashboards
Models
SPECIALIST OVERLAYS
MandA Finance
Technical Accounting
Transaction Readiness
Transformation
Vertical Finance Expertise
THE OPERATIONS PRACTICE

Clear processes and dependable delivery across the business.

Select a branch to expand or collapse
OPTIONAL EXECUTION PRACTICE
  1. PRACTICE LEADERSHIP
    Operations Practice Lead
  2. DELIVERY COORDINATION
    Operations / Account Manager
EXECUTIVE LEADERSHIP
EXECUTIVE LEADERSHIP
Fractional COO
Senior strategy, decisions, and functional leadership.
Leadership is agreed in your mandate.
Execution is scoped separately.
THE CUSTOMER SUCCESS PRACTICE

Turn customer commitments into onboarding, adoption and renewal readiness.

Select a branch to expand or collapse
OPTIONAL EXECUTION PRACTICE
  1. PRACTICE LEADERSHIP
    Customer Success Practice Lead
  2. DELIVERY COORDINATION
    Customer Success / Account Manager
EXECUTIVE LEADERSHIP
EXECUTIVE LEADERSHIP
Fractional CRO
Senior strategy, decisions, and functional leadership.
Leadership is agreed in your mandate.
Execution is scoped separately.
Your executive leads the agreed mandate. Specialist execution is a separate scope. Explore the practices below.
One shared plan. Clear responsibilities. Regular progress reviews.
Build the team around your priority ↗
WHERE THE STRATEGY MEETS THE WORK

One commercial story.
Every touchpoint connected.

A clear position gives the campaign, the content, and the sales conversation something consistent to work from.
Campaign photographs and color swatches being reviewed in a creative workspace
A story made tangible.
THE MARKETING DIRECTION
  1. 01
    Buyer insight
  2. 02
    Positioning
  3. 03
    GTM priorities
Creative
Demand
Sales enablement
One direction for the people doing the work.
A CLEAR PRIORITY. THE RIGHT PEOPLE. WORK IN MOTION.
Let’s talk about your next move ↗
THE LEADERSHIP RHYTHM

A clear direction.
A team moving together.

01
Set the priorities. Connect market insight, commercial goals, and the marketing investment plan.
02
Lead the people. Align internal marketers, sales, product, agencies, and specialists around the decisions and work ahead.
03
Read the results. Review pipeline quality, conversion, and sales feedback, then decide what to continue, change, or stop.
START WITH THE REAL PICTURE

Before another campaign,
ask the right questions.

A useful marketing mandate starts with the business, the buyer, and the team already in place.
↗
Who buys, why they choose you, and where the story falls short.
↗
What the pipeline, channel performance, and sales conversations are telling you.
↗
Who owns strategy, delivery, approvals, and the handoff to sales.
↗
Which commercial priorities and investment decisions need leadership now.
MEASURE WHAT CHANGES THE DECISION

Less reporting for its own sake.
More commercial perspective.

Agree the baseline and definitions first. Your CMO connects marketing performance to business decisions, with measures that fit your sales cycle and available data.
01

Pipeline quality

Are we reaching the right accounts and creating opportunities sales can progress?
02

Buyer conversion

Where does interest turn into action, and where does the journey lose people?
03

Investment choices

Which channels and programs deserve more attention, a change, or a stop?
04

Commercial alignment

Are marketing and sales working from the same priorities, definitions, and feedback?
CHOOSE THE DEPTH OF LEADERSHIP

Senior perspective.
Or an executive mandate.

GUIDANCE and REVIEW

Executive advisory

Senior input on your strategy, priorities and decisions. Your team retains day-to-day ownership.
From $3,500
/ month
Discuss advisory ↗
FUNCTIONAL LEADERSHIP

Embedded Fractional CMO

An agreed leadership mandate, decision responsibilities and working rhythm alongside your team.
Scoped to your mandate
Define the leadership role ↗
OPTIONAL DELIVERY ADDITION

Specialist execution

Hands-on capacity when the plan needs people to deliver. Account and delivery management are included in execution engagements.
From $12,000
/ month
Execution is scoped and priced separately from executive leadership.
Explore delivery support ↗
USD. Your proposal confirms capacity, term and responsibilities. For a defined deliverable, focused projects start at $6,500.
BEFORE WE BEGIN

Your questions.
A clearer decision.

Choose a CMO when marketing needs experienced direction. Choose an execution team when you need people to deliver an agreed plan. A GTM engagement connects positioning, launch, demand and sales readiness around a defined commercial priority.
We agree the mandate, decision authority, access to information and working rhythm. Your proposal distinguishes advisory guidance from embedded functional leadership and specifies the responsibilities retained by your team.
No. Hands-on specialist delivery is a separate scope. You can keep your existing team, add specific delivery capacity or combine leadership and execution with clear responsibilities.
Your proposal confirms responsibilities, deliverables, capacity, term and investment. Additional leadership, third-party costs and changes to scope are identified separately before you commit.
OPTIONAL DELIVERY SUPPORT

Put the plan into practice.

Marketing

↗
YOUR PRIORITY
A clearer plan.
The right people.
Work in motion. ↗
ONE PARTNER. MORE WAYS FORWARD.
LET’S TALK ABOUT YOUR NEXT MOVE

What needs
to move
forward?

Tell us the priority. We’ll help shape the leadership, team, or focused project around it.
  1. 01
    Start with your business context.
  2. 02
    Define the work and the right people.
  3. 03
    Agree the scope and investment.
A conversation first. A clear proposal before you commit.
YOUR PRIORITY. OUR STARTING POINT.

Let’s make the introduction.

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