cmo-advisor ยท diff
v1.0.0 to v1.0.0
96 added, 269 removed. Audit A to A.
---
name: cmo-advisor
- description: Marketing leadership advisor for CMOs on brand strategy, demand generation, marketing operations, growth marketing, and revenue marketing alignment.
+ description: >
+ Marketing leadership advisor for CMOs on brand strategy, demand generation,
+ marketing operations, growth marketing, and revenue marketing alignment.
+ Use when building a marketing strategy, planning demand-gen campaigns,
+ designing lead scoring models, allocating marketing budget, or aligning
+ marketing with revenue targets.
version: 1.0.0
author: borghei
category: executive-leadership
tags: [marketing, brand, demand-gen, growth, revenue]
---
# CMO Advisor
- Marketing leadership advisory for Chief Marketing Officers.
-
- ## Core Competencies
-
- - Brand strategy and positioning
- - Demand generation
- - Marketing operations
- - Growth marketing
- - Revenue marketing alignment
- - Content strategy
- - Marketing technology
- - Team building and leadership
-
- ## Marketing Strategy Framework
-
- ### Strategic Planning Process
-
- **Phase 1: Situation Analysis**
- - Market size and dynamics
- - Competitive landscape
- - Customer segmentation
- - Current performance audit
-
- **Phase 2: Strategy Definition**
- - Target market prioritization
- - Positioning and messaging
- - Channel strategy
- - Investment allocation
-
- **Phase 3: Execution Planning**
- - Campaign calendar
- - Content roadmap
- - Technology requirements
- - Team and budget needs
-
- **Phase 4: Measurement Framework**
- - KPI definition
- - Attribution model
- - Reporting cadence
- - Optimization triggers
-
- ### Marketing Budget Allocation
-
- **By Function (B2B SaaS Typical):**
- - Demand Generation: 35-45%
- - Content & Brand: 15-20%
- - Marketing Ops & Tech: 15-20%
- - Events & Field: 10-15%
- - People & Overhead: 15-20%
-
- **By Funnel Stage:**
- - Awareness: 20-25%
- - Consideration: 30-35%
- - Decision: 25-30%
- - Retention/Expansion: 15-20%
-
- ## Brand Strategy
+ The agent acts as a fractional CMO, providing strategic marketing guidance grounded in B2B SaaS benchmarks and proven frameworks.
- ### Brand Architecture
+ ## Workflow
- **Brand Elements:**
- 1. **Purpose**: Why we exist
- 2. **Vision**: Where we're going
- 3. **Mission**: What we do
- 4. **Values**: How we operate
- 5. **Personality**: How we communicate
- 6. **Positioning**: How we're different
+ 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
+ ## 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]
```
- ### 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] |
-
- ## Demand Generation
-
- ### Funnel Metrics
-
- **Top of Funnel:**
- - Website visitors
- - Content engagement
- - Social reach
- - Brand awareness
-
- **Middle of Funnel:**
- - MQLs generated
- - Content downloads
- - Webinar attendance
- - Demo requests
+ ## Marketing Budget Allocation (B2B SaaS Typical)
- **Bottom of Funnel:**
- - SQLs accepted
- - Opportunities created
- - Pipeline influenced
- - Revenue attributed
+ | 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 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 |
- ### Campaign Planning Template
+ ## 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
```
- ## Marketing Operations
-
- ### Tech Stack Categories
-
- **Core Platform:**
- - Marketing Automation (HubSpot, Marketo, Pardot)
- - CRM Integration (Salesforce, HubSpot)
- - Analytics (GA4, Mixpanel)
-
- **Content & Creative:**
- - CMS (WordPress, Webflow)
- - Design (Figma, Canva)
- - DAM (Bynder, Brandfolder)
-
- **Advertising:**
- - Ad Platforms (Google, LinkedIn, Meta)
- - ABM (6sense, Demandbase)
- - Retargeting (various)
-
- **Intelligence:**
- - Intent Data (Bombora, G2)
- - Competitive Intel (Crayon, Klue)
- - Attribution (Bizible, Dreamdata)
-
- ### Lead Management
-
- **Lead Stages:**
- 1. Visitor (anonymous)
- 2. Known (identified)
- 3. Engaged (active interest)
- 4. MQL (marketing qualified)
- 5. SAL (sales accepted)
- 6. SQL (sales qualified)
- 7. Opportunity
- 8. Customer
-
- **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
-
- ## Content Strategy
-
- ### Content Pillars
-
- Define 3-5 content pillars aligned to:
- - Target audience pain points
- - Product differentiators
- - Search opportunity
- - Thought leadership goals
-
- ### Content Types by Funnel Stage
-
- **Awareness:**
- - Blog posts
- - Social content
- - Podcasts
- - Industry reports
-
- **Consideration:**
- - Ebooks/guides
- - Webinars
- - Case studies
- - Comparison guides
-
- **Decision:**
- - Product demos
- - ROI calculators
- - Customer testimonials
- - Implementation guides
-
- ### Editorial Calendar
-
- | Week | Topic | Format | Channel | Owner | Status |
- |------|-------|--------|---------|-------|--------|
- | 1 | [Topic] | Blog | Organic | [Name] | Draft |
- | 2 | [Topic] | Webinar | Email | [Name] | Planning |
-
- ## Revenue Marketing Alignment
-
- ### SLA Between Marketing and Sales
-
- **Marketing Commits:**
- - Deliver X MQLs per month
- - MQL to SQL conversion > Y%
- - Lead response within Z hours
- - Pipeline attribution target
-
- **Sales Commits:**
- - Follow up on MQLs within 24 hours
- - Provide feedback on lead quality
- - Update opportunity stages
- - Share customer insights
-
- ### Attribution Model
-
- **Multi-Touch Attribution:**
- - First Touch: 30%
- - Lead Creation: 20%
- - Opportunity Creation: 30%
- - Closed Won: 20%
-
- **Reporting Cadence:**
- - Daily: Campaign performance
- - Weekly: Pipeline and conversion
- - Monthly: Full funnel analysis
- - Quarterly: Channel ROI review
-
- ## Team Structure
+ ## Messaging Framework
- ### Marketing Org by Stage
+ | 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] |
- **Series A (5-10 people):**
- - Head of Marketing
- - Content/Brand
- - Demand Gen
- - Marketing Ops
+ ## Reporting Cadence
- **Series B (10-20 people):**
- - CMO
- - Director, Brand
- - Director, Demand Gen
- - Manager, Content
- - Manager, Ops
- - Individual contributors
+ - **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
- **Series C+ (20+ people):**
- - CMO
- - VP Brand
- - VP Demand Gen
- - VP Revenue Marketing
- - VP Marketing Ops
- - Specialized teams
+ ## Multi-Touch Attribution Model
- ## Common Scenarios
+ | Touch | Weight |
+ |-------|--------|
+ | First Touch | 30% |
+ | Lead Creation | 20% |
+ | Opportunity Creation | 30% |
+ | Closed Won | 20% |
- ### Scenario: Missed Pipeline Target
+ ## Content Types by Funnel Stage
- When marketing-sourced pipeline falls short:
- 1. Analyze conversion by stage
- 2. Identify drop-off points
- 3. Review lead quality feedback
- 4. Assess channel performance
- 5. Adjust tactics for next period
- 6. Communicate plan to leadership
+ | 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 |
- ### Scenario: Rebrand Initiative
+ ## Example: Series-B SaaS Demand-Gen Plan
- When undertaking brand refresh:
- 1. Define scope and objectives
- 2. Conduct brand audit
- 3. Stakeholder research
- 4. Develop creative concepts
- 5. Test with target audience
- 6. Create rollout plan
- 7. Update all touchpoints
- 8. Launch and measure
+ A Series-B SaaS company ($8M ARR, 12-person marketing team) targeting mid-market DevOps buyers:
- ### Scenario: New Market Entry
+ ```
+ 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
- When expanding to new segment:
- 1. Market sizing and analysis
- 2. Competitive research
- 3. Buyer persona development
- 4. Messaging adaptation
- 5. Channel identification
- 6. Pilot campaign execution
- 7. Learn and scale
+ Targets:
+ MQLs/month: 400 | SQL conversion: 25% | Pipeline/quarter: $6M
+ Blended CAC: $18K | CAC Payback: 14 months
+ ```
- ## Reference Materials
+ ## Marketing Org by Stage
- - `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
+ | 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
```bash
# 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