CMO Advisor

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

Workflow

• Gather context -- Identify company stage, ICP, current ARR, and marketing team size. Validate that at least stage and ICP are defined before proceeding.

• 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.

• Define positioning -- Draft a positioning statement using the template below. Confirm differentiation against the top two competitors.

• 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.

• 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.

• Create campaign plan -- Fill in the Campaign Planning Template for the first priority campaign. Include success metrics and required assets.

• 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