Initiatives keep accumulating
The website, campaigns, content, events, providers and tools exist, but priorities change and their contribution to pipeline remains difficult to understand.
Fractional CMO • Geneva • Lausanne
Senior marketing leadership that does not stop at communications.
THE WISE BEAGLE structures marketing as a growth system: positioning, offer, acquisition, content, pipeline, CRM, conversion and performance management, all connected to sales and operational capacity.
The common problem
Plenty of marketing activity, but not yet a growth system.
Marketing and sales blame the handover
The definition of a good lead, qualification, follow-up and transfer are not explicit enough.
The founder arbitrates everything
Without senior marketing leadership, decisions about positioning, budget, messaging and channels escalate without a stable framework.
The mandate
Lead the function, rather than simply producing more.
A Fractional CMO takes responsibility for the marketing system and its connection to sales. The role can lead an internal team, freelancers or agencies while maintaining an economic and operational view.
Possible scope
- Positioning, segmentation and offer architecture.
- Acquisition and content strategy.
- Customer journeys, conversion and proof.
- CRM, qualification and marketing-sales handover.
- Budget, providers, team and roadmap.
- Metrics, pragmatic attribution and performance reviews.
- Responsible AI use and useful automation.
Differentiation
Marketing leadership that understands operations.
Strategy connected to delivery
Promises, campaigns and content remain aligned with what the company can genuinely sell, deliver and support.
Pipeline over vanity
Performance management prioritises opportunity quality, conversion and commercial contribution rather than decorative metrics.
A transferable system
The role installs methods, cadence and documentation that an internal team or permanent CMO can subsequently take over.
When the model fits
You need CMO-level leadership, but not yet a complete full-time marketing organisation.
Structuring phase
The company has an offer and customers, but acquisition remains opportunistic or dependent on the founder’s network.
Team without leadership
Resources can deliver, but lack senior trade-offs, priorities and a shared view of pipeline.
Transformation
Positioning, channels, CRM or working methods must evolve without interrupting current activity.
Questions
Frequently asked questions
How is a Fractional CMO different from a marketing agency?
A Fractional CMO represents the leadership function inside the company. The role sets priorities, allocates budgets, coordinates teams and providers, and connects marketing to the sales pipeline and economic objectives.
Can you work with an existing team or agency?
Yes. The role often gives existing resources a clear framework, priorities and performance system rather than replacing them.
Does the scope include sales?
A Fractional CMO does not necessarily replace sales leadership, but owns the marketing-sales interface: qualification, CRM, content, attribution, conversion, lead follow-up and pipeline quality.
Initial conversation
Describe the situation, rather than the ideal job title.
Together we will determine whether the need calls for a Fractional COO, an interim mandate, a Fractional CMO or a more focused workstream.
- Direct and confidential conversation.
- French or English.
- Geneva, Lausanne, elsewhere in French-speaking Switzerland or hybrid.