Fractional CMO · B2B SaaS & Fintech
The strategy layer above the tools.
GoToMarketecture is a fractional CMO practice for companies at $2M–$30M ARR with proven product-market fit and no repeatable growth engine. We architect the system: revenue architecture, attribution, paid acquisition, and outbound infrastructure. We run it alongside your team.
The Architect vs. the Agency
Most agencies execute the plan. Someone has to design it.
Agencies and AI tools can execute a task list. What they can't do is write the brief: diagnose what's actually broken, design the system that fixes it, and make the judgment calls that determine what to build and why. That's the work of a CMO, not a contractor.
Executing the plan
Valuable. But it starts with a brief someone else wrote. The results depend entirely on whether that brief was right.
- You define the objective; they execute toward it
- Campaigns run; the underlying strategy stays yours to manage
- Reporting shows what happened; diagnosis is out of scope
- Adding channels is easier than fixing the system beneath them
Designing the system, then running it
The work starts with a diagnosis. Execution flows from the architecture, not from a task list handed over by the client.
- Diagnosing why growth isn't compounding before touching any channel
- Designing the ICP, segment, and channel logic from scratch
- Building attribution integrity across the full stack
- Owning the strategy and doing the work it produces
Who This Is For
Not every engagement is the right fit. That's intentional.
An engagement can span eight disciplines at once. That kind of integration requires sustained attention and genuine access to leadership, not a shared support queue.
This engagement is not right for you if:
- You're pre-PMF and still figuring out what you're selling
- You need someone to execute a plan that's already been designed
- You need a committee to approve every recommendation before anything moves
- You want an outside vendor, not an embedded partner with real authority
- Your budget doesn't reflect a serious commitment to growth infrastructure
The right fit looks like this:
- $2M–$30M ARR with proven product-market fit
- Revenue is coming in but there's no repeatable engine behind it
- Leadership is willing to fix the underlying architecture, not just add more channels
- You want a strategic partner embedded in your team, not a vendor on retainer
- You've already tried the agency model and know what's missing
The 90-Day Foundation
Three phases. One architecture.
Every engagement starts with a 90-Day Foundation. No exceptions. You cannot architect a growth system you haven't fully diagnosed.
Revenue Architecture
Commercial diagnostic and blueprint. Signal integrity audit, hero sub-funnel identification, closed-won deal pattern analysis, paid acquisition architecture, and competitive conquesting diagnostic.
Intelligence Architecture
CRM lifecycle architecture, ICP qualification logic, lead scoring and routing rules, Champion/Challenger creative testing framework, attribution chain repair, and outbound infrastructure design. This phase delivers a documented system design your team can implement and maintain.
Velocity Architecture
Lead scoring and routing implementation, channel scaling with budget optimization, team level-up, and a prioritized 12-month growth roadmap tied to specific revenue targets.
Areas of Practice
“BJ came in to fix our PPC program and ended up rebuilding a lot more of our GTM foundation, cleaning up our HubSpot/Salesforce data sync, building out a lead scoring model, and standing up attribution reporting we didn’t have before. He brought sharp strategic thinking and a lot of energy to every conversation.”
Selected Work
What architecture produces.
Three engagements. Each started with a different broken system. Each required rebuilding from the revenue logic down.
Going Up-Market
Outbound represented less than 5% of opportunities. Two quarters later, it drove 56% of revenue.
The client was facilitating $300M+ in inventory funding for consumer brands, but its revenue engine was built for a segment it had outgrown. Outbound was manual, under-resourced, and generating less than 5% of pipeline. The company was targeting SMB buyers with a product that served mid-market and enterprise brands far better. The acquisition motion hadn't caught up to where the business needed to go.
The ICP was wrong, and every downstream system reflected it. Moving up-market wasn't just a targeting change. It required rebuilding the entire acquisition architecture: the segment definition, the outbound motion, the lead scoring logic, and the handoff process from marketing to sales. None of those could be patched. They had to be replaced.
Redesigned the GTM strategy from the segment up. Shifted targeting to mid-market and enterprise buyers with defined trailing 12-month revenue thresholds. Automated the full outbound motion across Apollo, ZoomInfo, HubSpot, Salesforce, and Outreach. Built custom lead scoring and behavioral measurement frameworks to surface high-intent accounts and improve the marketing-to-sales handoff. Hired and directed a Marketing Operations specialist. Worked directly alongside the VP of Sales to align process expectations and close the feedback loop.
Building the Motion That Didn't Exist
The ABM motion didn't exist. It needed to be built from scratch post-Series A.
The client had just closed a $25M Series A, rebranded, and made the decision to go up-market. Revenue needed to scale from $20M toward $35M+ ARR. The company needed a full target account strategy designed and running while simultaneously scaling the core acquisition engine.
The gap wasn't awareness or reach. It was precision. Moving up-market required knowing which accounts were actually in-market, building the infrastructure to engage them at the right moment, and aligning marketing and sales tightly enough that ready-to-buy signals triggered real action. The existing motion couldn't do any of that.
Designed and launched an integrated ABM motion combining inbound demand generation with automated outbound, built around behavioral and firmographic lead scoring in HubSpot, the website, and paid media. Automated sales outreach sequences surfaced only ready-to-buy accounts to the sales team. Built experiment frameworks across LinkedIn, Google Ads, Meta, TikTok, and Microsoft Ads to optimize creative and CAC efficiency. Maintained a continuous feedback loop with sales throughout, treating alignment as ongoing rather than a one-time handoff.
Running on 5% of Its Own Signal
Google Ads was spending $3K/month with Smart Bidding operating on 5% of actual funnel data. The other 95% was real activity the algorithm couldn't see.
Eighteen months without a dedicated marketing owner. An agency managed the day-to-day. The Google Ads account was spending $3K/month and was literally not running for 8 of March's 31 days. In that same month, 21 HubSpot funnel events were generated downstream of paid clicks. Google Ads credited exactly 1. Smart Bidding was making optimization decisions on a 5% sample of its own signal.
The ads weren't the problem. Segment was creating HubSpot contacts server-side, bypassing the HubSpot tracking cookie (hutk) that GCLID needs to travel with every trial signup. Every registration was landing in HubSpot with an OFFLINE attribution source, invisible to Google Ads. The offline conversion imports were technically configured, but without a matching GCLID, 95% of events were suppressed before they could influence bidding. The pipeline connecting the click to the conversion signal was broken at the infrastructure layer, not the campaign layer.
Diagnosed the full tracking stack from ad click through trial registration through HubSpot lifecycle. Coordinated engineering to ship the hutk cookie passthrough in Segment (live June 9, 2026). Rebuilt the Google Ads account architecture. Defined and documented what actually triggers each lifecycle stage before wiring any of them to Smart Bidding, preventing the bidding algorithm from optimizing toward a stage it couldn't define. Replaced single-action MQL triggers with a cumulative lead scoring model. Built lead status cascade workflows, ad suppression lists connected to Google Ads Customer Match, and an automated outbound pipeline running weekly without manual intervention. Ran across eight disciplines simultaneously over a 90-day Foundation engagement.
Engagement Model
One way in.
Every engagement begins with a 90-Day Foundation. The disciplines in play depend on what's actually broken: attribution, paid acquisition, RevOps, lifecycle design, outbound, SEO, competitive intelligence, and analytics. We focus on a single goal: diagnosing exactly what's broken and building the architecture to fix it.
Clients who complete the Foundation and want to continue move into an ongoing Architecture Retainer. The retainer scope scales with ARR and the depth of the engagement. There is no shortcut to the retainer. You cannot architect a growth system you haven't fully diagnosed.
Google Ads management is billed separately at a tiered ad-spend fee: 10% up to $10K/month, 8% from $10K–$20K, 6% above.
Principal
BJ Scott has 12+ years designing go-to-market infrastructure for B2B SaaS and fintech companies from pre-revenue through $35M ARR. His work spans eight disciplines simultaneously: attribution, paid acquisition, RevOps, content, SEO, outbound automation, competitive intelligence, and event strategy.
Past engagements include a B2B fintech inventory funding platform (outbound scaled from 5% to 56% of revenue), a creative-as-a-subscription SaaS (84% YoY pipeline growth through a $25M Series A), and multiple Series A–C software companies across AI productivity, security, financial services, and healthcare. Current active engagements are in document intelligence, wealth coaching, and home services.
Before GoToMarketecture, BJ built Google's agency partner strategy at TTEC and led global marketing for a sports technology consortium. He is based in Phoenix, Arizona.
Start Here
Tell us what's broken.
If you have product-market fit but growth isn't compounding, describe the problem. The first conversation is a diagnostic, not a pitch. We'll review every submission and respond to fits directly.