//Fractional CMO: Growth & GTM
A senior marketing operator,
without the full-time hire.
For teams that need a CMO's judgment but not a CMO's salary. We set the commercial strategy from first principles, decide which experiments to run first, and tune the playbook as results come back. Scoped to what your business actually needs, never a fixed package.
A good CMO does not start with tactics. They decide what to do, in what order, and why, then make sure it gets done. That is the seat we step into. We start upstream of channels: who your best customer actually is, drawn from your real data, what makes you the obvious choice, and which experiments to run first. We work in sprints, write the plays, and either coach your team through them or run them ourselves. The scope flexes to your stage, because a pre-revenue startup and a scaling company need almost nothing in common. We have sat in this seat before: Body Juice grew revenue 300% with us writing and running the plays.
//What is usually broken
Why your growth has stalled.
You are doing a little of everything across six channels, so none of them ever gets enough fuel to prove itself.
Your ideal customer is a persona with a stock photo, not a precise description drawn from who actually buys and stays.
Positioning could belong to any of your three nearest competitors, so nobody can say why they should pick you.
Measurement was an afterthought, so the tracking is wrong, the baseline is missing, and nobody can tell what is working.
//How we work
The order that actually matters.
Define the real customer
We pull your last couple of years of revenue and find the customers who are easiest to win, fastest to onboard, and longest to keep. That profile decides everything downstream.
Sharpen positioning
What category you are in, what you do differently, and the alternative the buyer would otherwise choose, in language a real person uses, not a slogan.
Pick and sequence channels
Two channels funded well beat five funded poorly. We choose based on where your customers are and how your buying cycle actually plays out, then add the third only when the first two produce.
Decide measurement up front
Leading indicators, lagging indicators, and the few diagnostic numbers that tell you what to change, with a baseline set on day one.
//Why trust us with it
A plan you can run, not a deck you file.
Strategy that fits on a page
If your team cannot say the strategy in a sentence, it is fiction. We aim for a document specific enough to check, not a beautiful deck nobody opens.
Honest about your stage
The plan for your first ten customers should look nothing like the plan for your next thousand. We scope to where you are now, and we will not sell you a program built for a different size of business.
We prioritize ruthlessly
Not everything is worth doing at once. We sequence the work so the highest-yield plays ship first and every sprint earns its keep.
No growth-hack theater
There is no single trick that compounds on its own. The compounding lives in a system you can run again and again, and that is what we build.
//What you can count on
How we operate.
//Learn the work first
The thinking behind our strategy.
Our hub for building a plan from ICP to measurement, with the spokes underneath it.
ICP first, positioning second, channels third, with worked examples.
What the finished artifact contains, and what AI search and signal loss changed.
Why viral tricks fizzle and what compounding growth actually looks like.
The five numbers that run the business and the dashboards that quietly mislead.
When you need clarity versus execution, and how to tell the difference.
Five real patterns that worked, and how to borrow the thinking.
A plain map of what each service does and how the pieces interact.
Concrete maps you can adapt to see where your experience breaks.
//Common questions
Things we get asked first.
Is this just a strategy document, or do you execute too?
Either. Some clients need clarity, a real plan they can run with their own team. Others want us to execute it across SEO, ads, email, and the rest. We are honest about which one you actually need, because hiring the wrong one is the most common reason engagements fail.
We already have a marketing plan. Why would we need this?
Many plans are a list of tactics with no priority and no link to revenue. A strategy decides what to do first, what to skip, and how you will know it worked. If your team can already say the plan in a sentence and defend the order, you may not need us.
How long until a strategy produces results?
The strategy itself is quick to build. The results depend on execution and the channels you choose, and most of marketing takes months to produce a signal worth reading. We set expectations honestly up front.
Do we own the strategy?
Yes. Everything you pay for, the document, the research, and the assets, is yours to keep and run, whether or not we keep working together.
About Mining Wells
We're on a mission to fix bad marketing.
Maybe:
- You are spending thousands on marketing tools, ads, and your website, with zero revenue increase to show for it.
- Every campaign you have tried gets minimal results.
- You have a great product that nobody seems to find.
- You are getting interest, but it never converts to a sale.
- You have a low retention rate.
- You have been paying a marketing agency for over a year and have not seen results.
You are not alone. Many founders and leaders live with the results of bad marketing without ever finding the reason.
And often that is because it can be many reasons. Sometimes it is the wrong ICP, sometimes the wrong messaging, sometimes the wrong targeting chasing impressions.
We are here to take the hard guesswork out and provide that clarity before it is too late.
At Mining Wells, we help founders and leaders grow their businesses the right way.
Tired of bad marketing?