Fractional CMO
Fractional CMO for B2B SaaS Companies
SaaS companies rarely struggle from a lack of effort—they struggle because revenue systems lack discipline.
Demand Revenue provides fractional CMO leadership for B2B SaaS, enterprise software, healthtech, and PE-backed portfolio companies. We align marketing, sales, and customer success under shared metrics tied directly to predictable ARR growth, capital efficiency, and board-level visibility.
Revenue Metrics That Matter in Growth-Stage & PE-Backed Environments
For growth-stage and PE-backed companies, marketing performance is judged by retention, expansion, capital efficiency, and valuation drivers — not vanity leads. Our fractional CMO model links marketing execution to ARR growth, CAC efficiency, NRR/GRR, and board-ready revenue visibility.
Revenue Model Discipline
Marketing investment tied to ARR growth, CAC payback, and executive reporting clarity.
Retention & Expansion Alignment
Cross-functional systems designed to improve GRR, NRR, and customer lifetime value.
ICP-Driven Pipeline Quality
Demand generation aligned to segmentation accuracy and deal quality rather than raw lead volume.
Capital Efficiency & Forecast Clarity
Dashboards connecting marketing spend to LTV:CAC, payback periods, and forecast accuracy.
Faster Payback Period
Metrics and reporting that support EBITDA improvement, forecast reliability, and PE value creation.
Revenue Model Discipline
Marketing investment tied to ARR growth, CAC payback, and executive reporting clarity.
Retention & Expansion Alignment
Cross-functional systems designed to improve GRR, NRR, and customer lifetime value.
ICP-Driven Pipeline Quality
Demand generation aligned to segmentation accuracy and deal quality rather than raw lead volume.
Capital Efficiency & Forecast Clarity
Dashboards connecting marketing spend to LTV:CAC, payback periods, and forecast accuracy.
Faster Payback Period
Metrics and reporting that support EBITDA improvement, forecast reliability, and PE value creation.
GTM Strategy Built for B2B SaaS Revenue Models
In B2B SaaS, growth breaks when GTM lacks cross-functional ownership. We design scalable go-to-market architecture that aligns product, sales, and customer success to support ARR expansion and predictable revenue growth.
- ICP-driven segmentation tied to NRR and GRR outcomes.
- Series strategy aligned to capital efficiency.
- Clear positioning that improves win rates in competitive SaaS markets.
- Demand generation aligned with product adoption metrics.
Operational Discipline That Reduces CAC and Churn
SaaS growth stalls when revenue governance breaks down. We implement structured RevOps discipline to ensure marketing, sales, and customer success operate against shared ARR, CAC, and retention metrics.
- CRM enforcement of ICP compliance.
- Funnel reporting tied to ARR and payback.
- Alignment of marketing programs to activation milestones.
- Board-ready dashboards focused on CAC, NRR, and growth efficiency.
Why PE Firms Choose
Alan First
See why private equity chooses Alan: turnarounds, carve outs, and GTM that worked.
With leadership designed for maximum growth in minimum time.
“As a global software leader transforming rapidly under private equity ownership, Precisely must operate with great speed and agility to stay out in front of market trends. One of the ways we’ve done this within the Precisely Marketing organization is to engage Alan and Demand Revenue to apply focus and industry best practices to key initiatives”
“As a global software leader transforming rapidly under private equity ownership, Precisely must operate with great speed and agility to stay in front of market trends. One of the ways we’ve done this within the Precisely Marketing organization is to engage Alan and Demand Revenue to apply focus and industry best practices to key initiatives.”
“Alan’s knowledge of go-to-market strategy, Marketing organizational design, and cross-functional alignment has made a meaningful impact on our business in a short amount of time. Alan’s partnership and guidance will help us maximize our results this year and set us up for sustained success in the future.”
Kevin Ruane
CMO, Precisely
“Alan played a key role on our executive leadership team…to develop 3-year winning moves and annual business strategies, placing critical emphasis on growth strategies and creating a remarkable customer experience. “
“Alan Gonsenhauser served as our Interim CMO / Fractional CMO at Brightly Software, a Siemens Company, from August, 2022 through January 2023. During this time, Alan played a key role on our executive leadership team, and in driving stability and alignment within the 25+ person global marketing team.
Alan brought a wealth of expertise and leadership to the role, quickly stabilizing the marketing organization during a time of significant change and our Siemens integration. He reorganized the marketing leadership team and filled open roles, some from his network, providing the foundation for the team to move forward with confidence. He also led the teams that drove initial integration activities, including the rebranding and new corporate mission, vision, and employer brand launches, and launched integrated campaign framework, ideal customer profile, ROI price positioning, and martech evaluation projects.
Additionally, Alan worked closely with the demand team on improvement initiatives and empowered the team to make decisions which accelerated the demand engine and martech stack. Over his 6-month tenure, the team significantly accelerated MQL, SQL, and marketing-sourced ARR results.
He worked closely with the Executive Leadership Team to develop 3-year winning moves and annual business strategies, placing critical emphasis on growth strategies and creating a remarkable customer experience. He also led the marketing teams through the annual planning and budgeting process which were compressed from months to weeks moving to the 9/30 Siemens Fiscal Year-end.
In conclusion, I would highly recommend Alan Gonsenhauser for future Interim CMO, Fractional CMO, or CMO Executive Advisor and coaching roles. His passion for driving results and building strong relationships combined with his expertise and broad network, make him a valuable asset to any team. If you have any questions or need additional information, please do not hesitate to contact me directly.”
Kevin Kemmerer
CEO Brightly Software
“He is a trusted counsel to help marketing leaders understand what good looks like, then offer practical tools to help you get there.”
“Alan has an incredible knowledge base in modern marketing strategies and how to drive growth through operational excellence.
His decades of experience in healthcare marketing and knowing how to navigate the unique challenges of this segment are extremely valuable. I have known Alan through his time with Sirius Decisions, Forrester and now through his own consultancy. He is a trusted counsel to help marketing leaders understand what good looks like, then offer practical tools to help you get there.”
Cheryl Alden
CMO FinThrive
“Alan was instrumental in standing up a best practice CX/Voice of the Customer program for our organization. He worked with my customer marketing team, as well as our customer organization leaders to help us launch our NPS program.”
“Alan was instrumental in standing up a best practice CX/Voice of the customer program for our organization. He worked with my customer marketing team, as well as our customer organization leaders to help us launch our NPS program.”
“He then led the implementation of our organization’s inner loop / outer loop program, allowing us to take immediate action on specific customer issues discovered during NPS surveying periods, while driving overall organizational improvement by analyzing common themes found in the NPS results and prioritizing mitigation plans. Our feedback loop architecture has since expanded well beyond NPS and the core tenants established by Alan have guided our expansion efforts to date, delivering strong CX improvements for our customers. I would recommend Alan for any organization looking to create cross-functional alignment focused on CX improvement.”
Jeffrey Becker
VP FinThrive
Executive Growth Leadership for B2B SaaS Companies
As a B2B fractional CMO for SaaS companies, we operate at the intersection of growth strategy, revenue operations, and board-level accountability — helping leadership teams build predictable ARR, reduce churn, and improve marketing ROI with measurable discipline.
Go-To-Market Architecture
Define ICP precision, sharpen positioning, and design a GTM system aligned to enterprise expansion.
- ICP refinement & cohort analysis.
- Positioning & category clarity.
- Sales-marketing alignment framework.
Revenue Model & Forecast Discipline
Build financial alignment between growth strategy and board expectations.
- CAC payback optimization.
- LTV/CAC modeling.
- Forecast accuracy & pipeline governance.
Demand Engine & Pipeline Quality
Shift from lead volume to revenue-quality demand generation.
- Qualified pipeline velocity.
- Multi-channel SaaS acquisition systems.
- Marketing ROI improvement.
Retention, Expansion & NRR Growth
Improve churn reduction and expansion through cross-functional execution.
- Onboarding & time-to-value optimization.
- Customer lifecycle alignment.
- Expansion playbooks for ARR growth.
RevOps & Marketing Infrastructure
Srengthen reporting clarity and operational maturity.
- CRM governance & data hygiene.
- Martech stack optimization.
- Executive dashboards tied to revenue metrics.
About
Alan Gonsenhauser
Executive Experience Across B2B Growth Companies
Alan Gonsenhauser has 25+ years of B2B marketing and revenue leadership, and has served as 12x CMO and interim CMO across venture-backed and private-equity portfolio companies. He works at the intersection of go-to-market, product, and RevOps to improve ARR predictability, shorten CAC payback, and strengthen retention.
12x
CMO & INTERIM CMO ROLE
150+
CMOS MENTORED
25+
YEARS B2B MENTORSHIP
- Forester/ SiriusDecisions Analyst
- PE Portfolio CMO Specialist
- B2B Saas & Health Tech Specialist
- 3x P&L General Manager
- GTM Partners Certified Partner
- 10+ PE Portfolio Engagements
SELECTED CLIENTS AND ENGAGEMENTS
Philips Healthcare
Paysafe
Precisely
Cornerstone OnDemand
Medtronic
FinThrive
Microdesk
Quest Software
PointClick Care
FAQ Fractional CMO for B2B SaaS
What does a fractional CMO do for a B2B SaaS or private equity–backed company?
A fractional CMO provides part-time executive marketing leadership to align GTM strategy with revenue goals, improve pipeline performance, and strengthen marketing accountability without the cost of a full-time CMO.
How is a fractional CMO different from an interim CMO?
The distinction depends largely on company size and stage. SaaS companies typically engage a fractional CMO for ongoing strategic leadership, while private equity and portfolio companies often hire an interim CMO to build structure, drive transformation, and prepare for a full-time executive hire.
When should a company hire a fractional or interim CMO?
Companies should engage a fractional or interim CMO when they lack senior marketing leadership, need to accelerate growth, or require alignment between marketing, sales, and product particularly during scaling, restructuring, or leadership transitions.
What results can companies expect from GTM strategy and CMO coaching?
DemandRevenue engagements deliver measurable outcomes, including faster CAC payback, improved pipeline velocity, stronger win rates, and greater revenue predictability driving sustainable ARR growth for SaaS and PE-backed companies.
How does DemandRevenue align marketing strategy with business outcomes?
DemandRevenue applies proven GTM frameworks to connect marketing initiatives with measurable business results, including ARR growth, EBITDA expansion, and improved retention.
How can I get started with DemandRevenue?
The best way to get started is to book a 30-minute call with Alan Gonsenhauser. During this session, we’ll review your growth objectives, GTM challenges, and leadership needs to determine the right engagement model whether fractional CMO leadership, interim support, or executive coaching.
