Fractional CMO · B2B SaaS & Fintech
The strategy layer above the tools.
GoToMarketecture is a fractional CMO practice for B2B SaaS and fintech companies at $2M–$30M ARR with product-market fit and no repeatable growth engine. BJ Scott designs the revenue system and runs it with your team.
The Architect vs. the Engineer
AI is automating GTM engineering. The design work still needs a strategist.
Agencies, contractors and AI tools can connect the APIs and work the task list. Each one depends on a brief someone else wrote, and the results only hold if that brief was right. GoToMarketecture writes the brief. Every engagement starts by diagnosing why growth has stalled, then designs the segment, channel and attribution logic that every downstream tool runs on.
Connecting the tools
Engineers build to a spec, and their output can only be as good as the diagnosis behind it.
- The objective arrives already defined
- Campaigns and integrations ship on schedule
- Reports show what happened and leave the cause unexplained
- Each new channel adds tools on top of the same system
Designing the system, then running it
Every engagement opens with a diagnosis, and execution follows the architecture that diagnosis produces.
- 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
Built for one stage of company.
One engagement can span eight disciplines at once. That integration only works with sustained attention and direct access to leadership.
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 a vendor who takes direction from outside the team
- 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 ready to fix the underlying architecture before adding channels
- You want a partner embedded in your team with the authority to act
- You've already tried the agency model and know what's missing
- You run a multi-model business (D2C, B2B2C, or considered-purchase services) where one funnel feeds another
The 90-Day Foundation
Three phases. One architecture.
Every engagement starts with a 90-Day Foundation, because a growth system can only be architected after it has been diagnosed.
Revenue Architecture
Phase one produces the commercial diagnosis. It audits signal integrity, finds the hero sub-funnel, maps closed-won deal patterns, and assesses paid acquisition architecture and competitive conquesting.
Intelligence Architecture
Phase two designs the system. It defines CRM lifecycle stages, ICP qualification, lead scoring and routing, the Champion/Challenger creative testing framework, attribution repair, and outbound infrastructure, all documented so your team can run and maintain it.
Velocity Architecture
Phase three puts the system to work. It implements scoring and routing, scales the channels that earned budget, levels up the team, and sets a 12-month 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.
Each of these three engagements started with a different broken system, and each one 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 meant rebuilding the whole acquisition architecture, including the segment definition, the outbound motion, the lead scoring logic and the marketing-to-sales handoff. None of those could be patched, so each one was 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.
Moving up-market depended on precision. The team needed to know which accounts were in-market, reach them at the right moment, and align marketing and sales tightly enough that a buying signal triggered action. The existing motion could do none 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. Kept a continuous feedback loop with sales running for the full engagement.
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.
The company had gone eighteen months without a dedicated marketing owner, and an agency managed the day-to-day. The Google Ads account was spending $3K/month and sat dark 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 break sat in the infrastructure layer. Segment created HubSpot contacts server-side, which bypassed the HubSpot tracking cookie (hutk) that carries the GCLID with each 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 had broken below the campaigns, where no ad change could reach it.
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. The work spanned eight disciplines over a 90-day Foundation engagement.
Engagement Model
One way in.
Every engagement begins with a 90-Day Foundation. Its scope covers whichever disciplines are broken, from attribution and paid acquisition to RevOps, lifecycle design, outbound, SEO, competitive intelligence and analytics. The Foundation has one goal, which is to diagnose exactly what is broken and build the architecture that fixes it.
Clients who complete the Foundation can move into an ongoing Architecture Retainer, with scope that scales with ARR and engagement depth.
Paid media management is billed separately at a tiered ad-spend fee of 10% up to $10K/month, 8% from $10K–$20K, and 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 at once, covering attribution, paid acquisition, RevOps, lifecycle design, outbound, SEO, competitive intelligence and analytics.
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 engagements are in wealth coaching, home services, and property management.
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
Describe what's broken.
If you have product-market fit and growth has stalled, describe the problem below. The first conversation is a diagnostic, and BJ reviews every submission personally.