Pipeline isn't growing fast enough.
Marketing activity exists, but it isn't consistently becoming qualified opportunities.
Fractional CMO · SaaS · Government · B2B
Executive marketing leadership that answers for revenue.
Summit Point Group provides Fractional CMO services for SaaS companies, government contractors, and B2B organizations, with senior strategy, hands-on leadership, and a marketing function measured against pipeline, not activity.
CMO-level strategy
Hands-on leadership
No full-time overhead
Positioning → Clear
Pipeline → Qualified
Sales + Marketing → Aligned
Chantelle Luicien
Fractional CMO
Executive marketing leadership
Executive marketing leadership
REVENUE OVERVIEW
POSITIONING
DEMAND ENGINE
SALES ALIGNMENT
MARKET INTELLIGENCE
PIPELINE QUALITY
↑FOCUS
MESSAGE CLARITY
01SYSTEM
REVENUE ALIGNMENT
360°VIEW
DEMAND → PIPELINE
PRIORITY MOTIONS
ICP + PositioningHigh
Demand GenerationActive
Sales EnablementBuild
AttributionAlign
◆Fractional CMO
↗Go-to-Market Strategy
◎Demand Generation
▣SaaS Growth
✦Government Marketing
◆Positioning & Messaging
↗Sales Alignment
◎Marketing Leadership
◆Fractional CMO
↗Go-to-Market Strategy
◎Demand Generation
▣SaaS Growth
✦Government Marketing
◆Positioning & Messaging
↗Sales Alignment
◎Marketing Leadership
What is a Fractional CMO?
A Fractional CMO is an experienced Chief Marketing Officer who leads your marketing on a part-time, embedded basis, owning strategy, directing your team and agencies, and taking accountability for pipeline and revenue, at a fraction of the cost of a full-time executive.
It is not another agency and not another marketing hire. It is senior marketing leadership, engaged at the level your stage actually requires, also described as a fractional marketing executive, outsourced CMO, or interim CMO.
Selected experience
Strategy is stronger when there is real operating context behind it.
Selected work spans product launch, commercialization, B2B growth, government-focused markets, and the operating systems that connect marketing to revenue.
Product Launch & Commercial Growth
From early validation through launch, partnerships, packaging, commercialization, and repeatable go-to-market execution.
↗
Commercializing Government-Focused Innovation
Turning complex research and technical capability into clearer market pathways, product opportunities, and commercial growth.
↗
Building a More Predictable B2B Growth Engine
Moving from reactive growth activity toward stronger segmentation, sales support, operating discipline, and repeatable demand.
↗
B2B / B2GComplex buying motions
SaaS / AITechnical value translated for buyers
GovTechPublic-sector market context
Revenue focusPositioning, pipeline, conversion, sales alignment
The real constraint
Marketing Is Busy. But Is It Driving Revenue?
You may already have a marketing team, agencies, campaigns, content, and technology. But something still isn't working.
The problem usually isn't a lack of marketing activity.
It's a lack of marketing focus. That's where a Fractional CMO comes in.
It's a lack of marketing focus. That's where a Fractional CMO comes in.
Marketing generates leads that sales doesn't want.
Teams are measuring different things and operating from different definitions of value.
Your positioning sounds too much like everyone else.
The market cannot quickly understand why you are different, relevant, or worth choosing.
You're spending money without knowing what's working.
Campaigns, tools, and vendors are active, but the connection to pipeline and revenue is unclear.
Sales and marketing are operating from different playbooks.
Messaging, account priorities, qualification, and buyer journeys are not aligned.
Your CEO is still making most marketing decisions.
Founder-led marketing has reached the point where senior marketing ownership is needed.
You're entering enterprise or government markets.
Longer cycles, more stakeholders, and complex buying processes require a stronger strategy.
Your team can execute, but needs senior direction.
Capable marketers move faster when priorities, positioning, and decision rights are clear.
What changes with the right leadership
A marketing function built to make revenue easier.
As your Fractional CMO, I build the strategy and operating systems that turn marketing from a cost center of activity into commercial leverage.
Clarify Your Positioning
Make it immediately clear who you serve, what problem you solve, why you are different, and why buyers should care.
Generate Better Pipeline
Focus marketing on qualified demand and revenue opportunities, not vanity metrics or lead volume.
Align Sales & Marketing
Give both teams the same ICP, messaging, priorities, account strategy, and definition of success.
Focus Your Investment
Know where to spend, what to stop doing, and which opportunities deserve your team's attention.
Build a Scalable Growth Engine
Create repeatable marketing systems instead of relying on one-off campaigns and random tactics.
Measure Marketing Against Revenue
Connect activity to pipeline, conversion, customer acquisition, sales velocity, and revenue.
The fractional model
Fractional CMO Leadership Without the Full-Time Overhead
You may not need another agency. You may not need another marketing hire. And you may not be ready for a full-time CMO.
You may simply need an experienced marketing leader who can step in, identify what's holding growth back, establish the strategy, and lead execution.
What you may not need
Another tactical agency
Another marketing hire
A full-time CMO, yet
What you may need instead
Senior leadership + operating ownership.
Senior leadership + operating ownership.
Strategy, priorities, positioning, team leadership, sales alignment, demand generation, measurement, and decision-making in one embedded role.
Revenue Marketing Diagnostic
A focused executive assessment to identify the marketing constraint most likely to be limiting growth, then define the few priorities that deserve action first.
Start with the constraint, not a retainer.
Begin with a focused diagnosis of the constraint, the priorities that matter most, and whether embedded Fractional CMO leadership is the right next step. The action plan is yours to keep either way.
Book Your Diagnostic ↗Fractional CMO services
Four disciplines. One revenue system.
Every engagement is shaped around your constraint, but the work spans the full revenue-marketing system, from strategy through execution.
Positioning & Messaging01
Go-to-Market Strategy02
Demand Generation03
Sales & Marketing Alignment04
Your product may be sophisticated. Your message shouldn't be.
Why should buyers choose you?
I turn complex products and capabilities into a clear, differentiated story that commercial or government buyers understand quickly and repeat internally.
Sharper differentiation and value proposition
Message architecture used by marketing and sales
Better first sales conversations
Higher-converting campaigns
“We do everything”
“Feature-first pitch”
“Sounds like rivals”
One clear storyWho · Problem · Why youRepeatable by sales
Fractional CMO services
Four disciplines. One revenue system.
Every engagement is shaped around your constraint, but the work spans the full revenue-marketing system, from strategy through execution.
Service 01 · Positioning & Messaging
Your product may be sophisticated. Your message shouldn't be.
Why should buyers choose you?
I turn complex products and capabilities into a clear, differentiated story that commercial or government buyers understand quickly and repeat internally.
Sharper differentiation and value proposition
Message architecture used by marketing and sales
Better first sales conversations
Higher-converting campaigns
“We do everything”
“Feature-first pitch”
“Sounds like rivals”
ONE CLEAR STORY
Who · Problem · Why you
Repeatable by sales
Service 02 · Go-to-Market Strategy
Stop trying to market to everyone.
Where will growth actually come from?
We identify the customers, segments, messages, channels, and growth motions most likely to produce revenue, and deliberately stop funding the rest.
Clear ICP and prioritized segments
Focused go-to-market plan
Better resource allocation
Market-entry strategy for enterprise & government
Total market
Segments
ICP · Revenue
Service 03 · Demand Generation
More leads isn't the goal. More of the right opportunities is.
How do you build qualified pipeline?
I design demand programs around the buyers and accounts most likely to become revenue, then hold them to that standard.
Account-based marketing
Content + organic demand
Paid acquisition, events + partnerships
Executive thought leadership & conversion optimization
Right accounts in
QUALIFIED OUT
PIPELINE
Revenue-ready
Service 04 · Sales & Marketing Alignment
Sales shouldn't wonder what marketing is doing.
Are both teams running one play?
And marketing shouldn't wonder why sales isn't following up. We build one revenue motion around shared priorities and shared truth.
Shared ICPs, target accounts + buyer journeys
Messaging + qualification standards
Pipeline stages + sales enablement
One set of revenue goals both teams report against
Marketing
Sales
ONE REVENUE
MOTION
Built for complex B2B markets
Different markets need different growth playbooks.
Every company needs a marketing system built around how buyers actually decide; not a templated playbook.
SaaS startups & growth-stage companies
When growth gets harder, more marketing usually is not the answer. I help B2B SaaS companies focus revenue strategy around positioning, product marketing, demand generation, sales enablement, and pipeline.
Government contractors & GovTech
Government is not simply another vertical. Public-sector buyers operate through different buying cycles, stakeholder groups, procurement processes, contract structures, and trust signals.
The technology is often easier to build than to explain.
Buyers need to understand what problem your AI solves, what outcome it creates, why your approach is different, and why they should trust it.
Early growth needs sharper choices, not more noise.
Before scaling headcount, startups need tight category positioning, the right market wedge, a founder-compatible go-to-market motion, and a first repeatable demand system.
The fractional model
Not an agency. Not another hire. Leadership.
An agency executes a scope. A consultant recommends one. A Fractional CMO decides what the scope should be, then leads the people responsible for delivering it.
Option one
Another agency
Useful when you already know exactly what needs to be done and simply need delivery capacity.
Campaign execution and channel delivery
Creative production
Specialized tactical support
More execution without clearer priorities
vs.
The fractional model
Fractional CMO
Senior leadership plus operating ownership: strategy, priorities, positioning, team direction, sales alignment, demand, and measurement in one embedded role.
What should we prioritize, target, and say?
Which channels deserve investment?
What should we stop doing?
What does sales need, and how is marketing measured?
How it works
A focused operating system for the first 90 days.
Diagnose the constraint, set the few priorities that matter most, build the operating rhythm, and lead execution against measurable commercial outcomes.
Book Your Diagnostic ↗01
Find the constraint
Review positioning, market, customers, funnel, sales process, campaigns, team, technology, and performance to identify what is actually limiting growth.
02
Build the growth plan
Define the priorities that matter most and focus resources on the actions most likely to improve pipeline and revenue.
03
Lead execution
Work with your team, sales organization, agencies, and partners to turn the strategy into action.
04
Measure what matters
Track pipeline, conversion, sales velocity, customer acquisition, and revenue, not just clicks and impressions.
↗
What you're actually buying
Embedded leadership with a clear operating cadence.
The exact scope varies by company, but the engagement should feel concrete: defined priorities, executive access, team leadership, and a visible 30 / 60 / 90-day progression.
30
Diagnose + focus
Clarify the constraint, market, ICP, positioning, funnel, operating gaps, and immediate priorities.
60
Build + align
Establish the growth plan, messaging, campaign system, team cadence, sales alignment, and measurement framework.
90
Operate + optimize
Lead execution, review performance, correct what isn't working, and build the next priorities from real market feedback.
Engagement options
Choose the level of leadership you need.
Three shapes of the same commitment: senior marketing leadership accountable to revenue. Every option answers the same questions up front: what you get, how much access, and what month one looks like.
Advisory
Direction, not delivery
For companies with an existing marketing system and a team that can execute, you need executive judgment, priorities, and accountability, not more hands.
You get
Strategy, priorities, positioning reviews, and decision support for your existing function
Access
Scheduled leadership sessions with async counsel between them
Best for
Teams that need senior direction layered onto working execution
Core · Most engagements
Embedded leadership
Me, embedded with your leadership team, plus the Summit Point execution studio behind me. One major project at a time, done properly.
You get
A working Fractional CMO: strategy, team direction, and studio execution on the priority workstream
Access
Embedded weekly cadence with leadership, sales, and your marketing team
Best for
Companies whose next stage hinges on one big thing done right: repositioning, GTM, demand engine
Full Service
The full function, operating
The same structure as Core, with concurrent projects running at once. For when you want the full marketing function operating, not one workstream at a time.
You get
Embedded leadership plus the studio running multiple workstreams in parallel
Access
Full operating cadence: leadership, team, agencies, and partners under one direction
Best for
Companies replacing a full marketing department, or scaling into one
Need targeted input, not an engagement? Hourly executive consulting is available for workshops, audits, positioning sessions, and board or investor preparation.
Ask about hourly consulting ↗Not sure which shape fits? Start with the conversation.
Book a strategy call, we'll look at the constraint together and I'll tell you honestly which option your stage actually needs, including none yet.
Your Fractional CMO
Chantelle Luicien
An operator who works directly with leadership, sales, product, and partners.
Who you're hiring
An operator, not an advisory layer.
Fractional CMO work is relationship-heavy. I work directly with leadership, sales, product, internal marketers, agencies, and partners, making decisions, setting priorities, and keeping execution tied to commercial outcomes.
Executive partner
Shapes the decisions upstream of campaigns: hiring, channels, messaging, and budget allocation.
Embedded operator
Leads through your existing team and partners instead of handing off a strategy deck and leaving.
Commercial focus
Keeps positioning, demand, enablement, and measurement tied to pipeline and revenue.
Public + private fluency
Comfortable in SaaS growth rooms and government stakeholder environments alike.
Why fractional
Senior leadership without adding a full-time executive before the business needs one.
What the role owns
Strategy, positioning, team direction, demand, sales alignment, measurement, and operating cadence.
The companies that win aren't the loudest. They're the ones whose marketing decisions are right.
Chantelle Luicien · Summit Point Group
Is this you?
A strong fit when the business has outgrown tactical marketing.
If several of these sound familiar, the company may be ready for embedded senior marketing leadership.
You have traction, but marketing hasn't caught up
Your founder or CEO is still running marketing
Marketing isn't generating enough qualified pipeline
You're repositioning or entering a new market
You're launching an AI or SaaS product
You're moving upmarket into enterprise deals
You're entering federal, state, or local government markets
You need a senior CMO, but not full-time yet
The goal
Turn marketing into revenue.
Build the strategy. Clarify the story. Create demand. Align the teams. Measure what matters.
Positioning → Clear
Pipeline → Qualified
Sales + Marketing → Aligned
Marketing → Measured against revenue
Questions, answered directly
Fractional CMO, explained.
What is a Fractional CMO?
A Fractional CMO is an experienced Chief Marketing Officer who leads a company's marketing function on a part-time, embedded basis. You get executive-level marketing strategy, leadership, and accountability without the cost or commitment of a full-time C-suite hire.
What does a Fractional CMO do?
A Fractional CMO owns marketing strategy and leads its execution: positioning and messaging, go-to-market strategy, demand generation, product marketing, sales and marketing alignment, team and agency leadership, budgeting, and performance measurement tied to pipeline and revenue.
When should a company hire a Fractional CMO?
When you've outgrown founder-led or purely tactical marketing but aren't ready for a full-time marketing executive, typically when pipeline growth has stalled, positioning is unclear, sales and marketing are misaligned, or you're entering enterprise or government markets.
How much does a Fractional CMO cost compared to a full-time CMO?
Typically a fraction of the fully loaded cost of a full-time CMO, including salary, bonus, equity, and benefits. Engagements are scoped to the leadership capacity your stage actually needs, and can scale up or down as the business grows.
What's the difference between a Fractional CMO and a marketing consultant or agency?
A consultant advises. An agency executes a defined scope. A Fractional CMO decides what the scope should be, then takes responsibility for leading the marketing function, directing teams and agencies, and being accountable for outcomes against pipeline and revenue.
Can a Fractional CMO help a SaaS company?
Yes. For SaaS startups and growth-stage companies, I sharpen positioning, define the ideal customer profile, build go-to-market and product marketing strategy, design demand generation programs, and align marketing with sales around qualified pipeline and revenue.
Can a Fractional CMO help government contractors and public-sector organizations?
Yes. Government contractors and GovTech companies face longer buying cycles, procurement processes, contract vehicles, and multi-stakeholder decisions. I build agency segmentation, capture-aligned marketing, thought leadership, and the trust signals suited to how government actually buys.
How does a Fractional CMO engagement work?
Engagements begin with a Revenue Marketing Diagnostic to identify the constraint limiting growth. From there I set priorities, build the growth plan, and lead execution through your existing team, agencies, and partners on a regular embedded cadence, following a 30/60/90-day progression.
What are the engagement options?
Three, plus hourly. Advisory: executive direction for companies with an existing marketing system and a team that can execute. Core: Chantelle embedded with your leadership team, with the Summit Point execution studio behind her, delivering one major project at a time. Full Service: the same structure with concurrent projects, for companies that want the full marketing function operating. Hourly executive consulting is also available for workshops, audits, and advisory sessions. Every option begins with the Revenue Marketing Diagnostic in month one.
How quickly will we see results?
The first 30 days focus on diagnosis and priorities; days 31-60 on the growth plan, messaging, and sales alignment; days 61-90 on leading execution and measurement. Leading indicators, clearer positioning and better sales conversations, move early. Pipeline follows as demand programs compound.
Is a Fractional CMO right for startups?
Often, yes. Startups rarely need a full-time CMO before they need marketing leadership. I help founders tighten category positioning, choose the right market wedge, build a founder-compatible go-to-market motion, and stand up the first repeatable demand system before scaling headcount.
The first step
Start with the constraint, not a retainer.
Every engagement begins with a Revenue Marketing Diagnostic, a focused executive assessment of what's actually limiting growth, and whether embedded Fractional CMO leadership is the right next step.
Positioning & messaging review
ICP and market focus
Demand & pipeline review
Sales-marketing alignment check
Measurement gaps
A prioritized action plan, yours to keep either way
Book a Strategy Call
Tell me a little about the business. I'll reply personally.
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