Growth advisory and fractional CMO leadership for B2B technology companies
Build marketing from zero. Or reinvent it for your next chapter.
Give your product the positioning and pipeline it deserves. Equistrat connects strategy, brand, and demand generation to feed a hungry sales team. Start with a focused growth project or bring in fractional CMO leadership to build and lead your marketing.
Built and rebuilt marketing for
Built from zero. Proven through growth.
$3M → $20M+
ARR grew from $3M to $20M+ in 3.5 years
60%
Year-over-year growth for two consecutive years
91%
Pipeline increase following enterprise software repositioning
$175M
Acquisition supported through marketing and growth leadership
You have a strong product and a hungry sales team. Yet too many marketing decisions still land on your desk, campaigns produce too few qualified opportunities, and sales keeps asking what is coming next. Your product deserves better, and your team needs a clearer path forward.
The work starts with the decisions that shape demand: which buyers to pursue, what gives you an advantage, and what they need to believe before they will act. Then we focus your resources on reaching those buyers and helping sales convert their interest into revenue.
What I do
Bring your most pressing positioning, market selection, or demand generation challenge. We diagnose what is holding growth back, agree on the priority, and put a defined scope of work into action. Continue into implementation or fractional CMO leadership as needed.
Give marketing an experienced leader so every decision does not have to land on your desk. I set priorities, lead your team and partners, and connect investment to sales goals. Get the leadership your business needs now, with a commitment that fits its stage and resources.
Find the buyers with an urgent problem, a reason to choose you, and a practical path to purchase. The biggest market may not be your best first or next market. Focus on where you can win, prove value, and build repeatable demand.
Feed a hungry sales team with qualified opportunities. Give buyers a reason to notice you, trust you, and act, then connect that message to targeted outreach and campaigns.
How I work
Invest in just the right amount of brand to help buyers recognize you, trust you, and take the next step. Connect that investment to demand generation, then assess conversion, opportunity quality, and time to close. Across the work, make explicit trade-offs among scope, schedule, and resources so the plan fits your business.
Find where growth is getting stuck: buyer urgency, market access, differentiation, demand, conversion, or the capacity to execute.
Choose where and when you can win. Weigh buyer urgency, competitive openings, buying cycles, and your readiness to deliver. Decide what to pursue now, what to test, and what to defer.
Set the scope, schedule, and resources. Agree on the trade-offs, assign owners, and bring in the capabilities the work requires.
Lead execution with sales and marketing aligned on opportunity quality, follow-up, conversion, and revenue goals.
Use results and market conditions to decide what to improve, expand, or stop. Increase investment when demand, sales capacity, and delivery readiness support it.
Selected work
Built the marketing and growth system following the company’s spinout, connecting positioning, product marketing, sales enablement, demand, brand, communications, analyst relations and executive reporting to measurable commercial growth. Turning a technically differentiated platform into a fuller category story and a stronger revenue engine.
$3M → $20M+
ARR growth
60%
YoY growth, two years running
$175M
acquisition supported
Infrastructure software
Repositioned a global infrastructure software company, rebuilt the value proposition and marketing system, and helped establish a new analyst category.
91%
pipeline increase
6×
share of voice
Enterprise AI
Commercialized enterprise AI across fintech, healthcare and customer support, translating emerging technology into credible enterprise value.
100%
YoY ARR growth
Global enterprise technology
Led marketing diligence, growth planning and integration across nine acquisitions, spanning software, services, channels, alliances, OEM, cloud, IoT and global enterprise technology.
9
acquisitions integrated
Working with investors and leadership teams to identify where positioning is off, where pipeline is leaking, and where a different route to market could unlock growth.
AI
Business first. AI second. I apply AI where it helps your team understand buyers, improve visibility, and execute more effectively. Each application starts with a business need and a clear way to judge whether it helps.
SEO and Answer Engine Optimization (AEO) help buyers discover and understand your business through traditional search and AI-generated answers. The work starts with clear positioning, credible content, and answers to the questions your buyers actually ask.
Use AI-assisted research and workflows to map markets, prioritize accounts, identify relevant buying signals, and sharpen outreach. Connect that work to demand generation, email, and social selling that create qualified conversations.
I guide the priorities and evaluate the results. Your team and selected specialists put the work into practice, with performance measured against the business goal.
The goal is not more AI. It is better commercial decisions, made faster.
About
I’m Scott Turner. I build marketing from scratch and reinvent it when it is underperforming. My approach combines messaging and math: give buyers a compelling reason to choose you, then measure how effectively marketing turns your advantage into pipeline and revenue.
I lead strategy and stay involved in execution, drawing on operating experience across B2B technology, growth companies, and acquisitions. Depending on your needs, I work with your team and bring in established agency and specialist relationships, with clear responsibilities and accountability.
If your sales goals have outgrown your marketing, a launch is approaching, or too much still depends on you, let’s discuss the next move. Start with a focused project or ongoing fractional CMO leadership.
Discuss your growth challengeFor B2B technology founders, CEOs, and the investors who back them.