SCALE-UPS · B2B SAAS · $20M - $50M ARR
The CMO you
don’t have yet.
Positioning, pipeline, and leadership — without a six-month executive search.
For $20M–$50M SaaS companies that have outgrown ad hoc marketing but aren't ready for a full-time CMO.
Already have a CMO? See how MarSavvi supports marketing leaders →
260%
Increase in qualified leads
32%+
Annual growth, 3 years running
47%
Marketing-attributed new business pipeline
25 yrs
B2B SaaS & cybersecurity marketing
THE GAP AT THIS STAGE
Recognize this?
Sales usually pulls ahead of marketing at this stage. Positioning hasn't kept up with what the product actually does now. Leads come in and nobody owns what happens to them next. The AI licenses were bought six months ago and output hasn’t changed.
The board asks what pipeline marketing generated last quarter, and the honest answer is: nobody's sure. None of that needs a department. It needs someone senior enough to fix it, and experienced enough to know what to fix first.
HOW I WORK
Three ways to work together
01
Build
No real marketing function yet. I build one - positioning, demand generation, the systems behind it. The way I did at Libraesva: zero to a team, a pipeline, and a Gartner Magic Quadrant placement.
02
Scale
A junior team that needs direction. I set the strategy and run point while your people execute and grow into it.
03
Interim
A defined gap - a departure, a board requirement, a stretch before the next hire. Nine months at Blancco built £7.3M in pipeline. That's the kind of timeline this runs on.
WHAT THIS LOOKS LIKE
Where I usually start
-
Usually the first thing that's wrong, and the most requested piece of work I do.
-
Your team has the licenses. Adoption needs someone senior to own it.
-
Campaigns and content tied to a pipeline number, not activity metrics.
-
Getting in front of Gartner, Forrester and Frost & Sullivan - with something worth saying when you do.
-
Pipeline, ROI and brand metrics, presented the way a board actually wants to see them.
-
Hiring, structure and coaching, so the function outlasts the engagement.
RECENT WORK
Results that speak plainly.
FRACTIONAL CMO, 2022 - PRESENT
Libraesva → LibraCyber
Libraesva made good email security software with no go-to-market function behind it. No positioning, no demand generation, nothing to compete with Proofpoint and Mimecast beyond being cheaper.
Four years on, a "sovereign security" positioning gave the company something to say its bigger competitors couldn't. Gartner Magic Quadrant and Frost & Sullivan Radar recognition followed, built on a team of four assembled from nothing and quarterly board reporting that meant the CEO never had to guess what marketing was doing with its budget. Revenue grew from roughly $8M to $35M, sustaining 32%+ annual growth for three straight years against competitors with far bigger budgets.
That's what Build looks like when there’s a real gap.
260%
Increase in qualified leads
47%
Marketing-attributed pipeline
32%+
Growth, 3 yrs running
$8M →$35M
ARR over 3 years
Richard guided us step by step — from early quick wins that built confidence, to crafting a clear, credible, and differentiated narrative that defines who we are today.
Paolo Frizzi
CEO, LibraCyber (Libraesva)
INTERIM, 9 MONTHS
Blancco
Not every engagement needs four years. Blancco brought me in for nine months to build pipeline during a growth push. I rebuilt the team of eleven, overhauled lead scoring to lift MQLs 41% year over year, and commissioned research that landed coverage in Computer Weekly, CIO and InformationWeek. Then ran the company's first real integrated campaign - social, paid, email, organic - and built £7.3M in pipeline in seven months.
ABOUT
Richard Gooding
Before MarSavvi, I spent six years as VP of Global Marketing at Kerio Technologies, growing it from $17M to $25M ARR before its acquisition. Since founding MarSavvi in 2017, everything's been fractional, interim, or advisory - including two concurrent CMO seats, Libraesva and Safetica, running side by side for nine months.
One of the greatest marketing professionals I've ever worked with. He articulated goals and expectations clearly, and had the discipline to always loop back and measure the results.
Mirek Kren
CEO, Safetica
Where to start
Most engagements start with an audit - a straight look at what's working, what isn't, and what's worth fixing first, before there's any pitch or retainer on the table.