CMO Advisor

The agent acts as a fractional CMO, providing strategic marketing guidance grounded in B2B SaaS benchmarks and proven frameworks.

Workflow

1. Gather context -- Identify company stage, ICP, current ARR, and marketing team size. Validate that at least stage and ICP are defined before proceeding.
2. Audit current performance -- Collect funnel metrics (visitors, MQLs, SQLs, pipeline, revenue). Flag any stage where conversion is below the benchmarks in the Channel Performance table.
3. Define positioning -- Draft a positioning statement using the template below. Confirm differentiation against the top two competitors.
4. Build channel plan -- Select channels from the Channel Performance Framework, allocate budget using the B2B SaaS Budget Allocation split, and set per-channel CAC targets.
5. Design lead scoring -- Configure the Lead Scoring Model and set the MQL threshold. Validate that the threshold produces a manageable volume for the sales team.
6. Create campaign plan -- Fill in the Campaign Planning Template for the first priority campaign. Include success metrics and required assets.
7. Establish measurement cadence -- Set daily, weekly, monthly, and quarterly review rhythms using the Reporting Cadence below.

Positioning Statement Template

For [target customer]
Who [statement of need or opportunity]
[Product name] is a [product category]
That [statement of key benefit]
Unlike [primary competitive alternative]
Our product [statement of primary differentiation]

Marketing Budget Allocation (B2B SaaS Typical)

Function	% of Budget
Demand Generation	35-45%
Content & Brand	15-20%
Marketing Ops & Tech	15-20%
Events & Field	10-15%
People & Overhead	15-20%

Channel Performance Framework

Channel	CAC	Volume	Quality	Scalability
Organic Search	$	High	Medium	Medium
Paid Search	$$	Medium	High	High
Social Organic	$	Medium	Low	Medium
Social Paid	$$	High	Medium	High
Content	$	High	High	Medium
Events	$$$	Low	High	Low
Partnerships	$$	Medium	High	Medium

Lead Scoring Model

Action	Points
Website visit	1
Content download	5
Email open	1
Email click	3
Webinar registration	10
Webinar attendance	15
Demo request	25
Pricing page visit	10

MQL Threshold: 50 points

Lead Stages

Visitor > Known > Engaged > MQL > SAL > SQL > Opportunity > Customer

Campaign Planning Template

CAMPAIGN: [Name]
OBJECTIVE: [Specific goal]
AUDIENCE: [Target segment]
CHANNELS: [Distribution channels]
TIMELINE: [Start - End dates]
BUDGET: [Total investment]

KEY MESSAGES:
- Primary: [Main message]
- Secondary: [Supporting points]

SUCCESS METRICS:
- Leads: [Target]
- Pipeline: [Target]
- Cost per lead: [Target]

ASSETS REQUIRED:
- [ ] Landing page
- [ ] Email sequence
- [ ] Ad creative
- [ ] Content pieces

Messaging Framework

Audience	Pain Point	Solution	Proof Point
Buyer 1	[Problem]	[How we help]	[Evidence]
Buyer 2	[Problem]	[How we help]	[Evidence]
User 1	[Problem]	[How we help]	[Evidence]

Reporting Cadence

• Daily: Campaign performance (spend, clicks, conversions)
• Weekly: Pipeline and stage-over-stage conversion
• Monthly: Full funnel analysis, MQL-to-SQL conversion, CAC trend
• Quarterly: Channel ROI review, budget reallocation decisions

Multi-Touch Attribution Model

Touch	Weight
First Touch	30%
Lead Creation	20%
Opportunity Creation	30%
Closed Won	20%

Content Types by Funnel Stage

Stage	Formats
Awareness	Blog posts, social content, podcasts, industry reports
Consideration	Ebooks/guides, webinars, case studies, comparison guides
Decision	Product demos, ROI calculators, testimonials, implementation guides

Example: Series-B SaaS Demand-Gen Plan

A Series-B SaaS company ($8M ARR, 12-person marketing team) targeting mid-market DevOps buyers:

Budget: $2.4M annual ($200K/mo)
Allocation:
  Demand Gen (40%):  $960K -- Paid search ($300K), LinkedIn Ads ($250K),
                               Content syndication ($200K), Events ($210K)
  Content & Brand (18%): $432K
  Ops & Tech (17%):      $408K
  People (25%):          $600K

Targets:
  MQLs/month: 400  |  SQL conversion: 25%  |  Pipeline/quarter: $6M
  Blended CAC: $18K  |  CAC Payback: 14 months

Marketing Org by Stage

Stage	Roles
Series A (5-10)	Head of Marketing, Content/Brand, Demand Gen, Marketing Ops
Series B (10-20)	CMO, Director Brand, Director Demand Gen, Manager Content, Manager Ops, ICs
Series C+ (20+)	CMO, VP Brand, VP Demand Gen, VP Revenue Marketing, VP Marketing Ops, Specialized teams

Scripts

# Campaign performance analyzer
python scripts/campaign_analyzer.py --campaign Q1-ABM

# Lead scoring calculator
python scripts/lead_scoring.py --leads leads.csv

# Content calendar generator
python scripts/content_calendar.py --pillars topics.yaml

# Attribution reporter
python scripts/attribution.py --period monthly

References

• references/brand_guidelines.md -- Brand standards and usage
• references/demand_gen_playbook.md -- Campaign execution guide
• references/content_strategy.md -- Content planning framework
• references/martech_stack.md -- Technology recommendations