cmo-advisor

name cmo-advisor description Marketing leadership advisor on brand strategy, demand generation, and marketing operations. Use when building a marketing strategy, planning demand-gen campaigns, designing lead scoring models, or aligning marketing with revenue. license MIT + Commons Clause metadata {"version":"1.0.0","author":"borghei","category":"executive-leadership","updated":"2026-03-31T00:00:00.000Z","tags":["marketing","brand","demand-gen","growth","revenue"]} 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 Tool Reference marketing_roi_calculator.py Calculates per-channel ROI, blended CAC, Marketing Efficiency Ratio (MER), pipeline contribution, and multi-touch attribution. Produces board-ready marketing performance reports. # Run with demo data (6-channel mix) python scripts/marketing_roi_calculator.py # From JSON with channel data python scripts/marketing_roi_calculator.py --input marketing_data.json # JSON output python scripts/marketing_roi_calculator.py --json brand_health_tracker.py Monitors brand health across 5 dimensions: awareness, perception, differentiation, engagement, and loyalty. Tracks competitive share of voice. # Run with demo data python scripts/brand_health_tracker.py # From JSON with brand metrics python scripts/brand_health_tracker.py --input brand_data.json # JSON output python scripts/brand_health_tracker.py --json channel_mix_optimizer.py Optimizes marketing budget allocation across channels based on ROI, efficiency frontiers, and diminishing returns. Projects impact of reallocation. # Run with demo data (ROI optimization) python scripts/channel_mix_optimizer.py # Optimize for pipeline python scripts/channel_mix_optimizer.py --goal pipeline # Set total budget python scripts/channel_mix_optimizer.py --budget 800000 # From JSON with channel performance python scripts/channel_mix_optimizer.py --input channels.json # JSON output python scripts/channel_mix_optimizer.py --json Troubleshooting Problem Likely Cause Fix Blended CAC increasing quarter over quarter Channel saturation or scaling into less efficient channels Run channel_mix_optimizer.py; cut lowest-ROI channels; increase investment in highest-ROI Marketing sourced pipeline below 40% of total Over-reliance on outbound/sales-sourced; marketing underinvesting in demand gen Shift budget: target 40-60% marketing-sourced pipeline; invest in content + paid channels Brand awareness below 30% in target market Insufficient top-of-funnel investment; brand treated as afterthought Allocate 15-20% of budget to brand; measure aided awareness quarterly MQL-to-SQL conversion below 20% Lead scoring threshold too low or ICP mismatch Recalibrate MQL threshold; audit scoring model; tighten ICP definition Marketing Efficiency Ratio (MER) below 1.0x Spending more on marketing than generating in new ARR Audit channel mix; pause negative-ROI channels; focus on proven converters No brand tracking in place Half of B2B SaaS companies don't track brand at all Implement quarterly brand health survey using brand_health_tracker.py framework Success Criteria Marketing Efficiency Ratio (MER) above 1.5x -- every $1 of marketing generates $1.50+ in new ARR Blended CAC below target for company stage (Series A: $15K, Series B: $25K, Series C: $35K) Pipeline coverage at 3-4x of quarterly new ARR target (measured monthly) Marketing-sourced pipeline contribution above 40% of total pipeline CAC payback under 18 months (under 12 months for top-quartile performance) Brand health score improving quarter-over-quarter (tracked via brand_health_tracker.py) Channel mix optimization reviewed quarterly with budget reallocation acting on data Scope & Limitations In Scope : Marketing ROI calculation, channel performance analysis, brand health tracking, lead scoring, campaign planning, budget allocation optimization, multi-touch attribution, competitive share of voice. Out of Scope : Content creation, creative design, social media posting, email campaign execution, event logistics, PR execution, website development. Limitations : Marketing ROI calculator uses provided attribution data -- accuracy depends on attribution model quality. Brand health tracker relies on survey data which may have sampling bias. Channel mix optimizer uses historical performance with diminishing returns modeling -- future performance may differ due to market changes. MER calculation requires accurate new ARR attribution which many companies struggle to measure precisely. Integration Points Skill Integration cro-advisor Pipeline contribution alignment; marketing-sourced vs sales-sourced targets cfo-advisor Marketing budget as % of revenue; CAC payback for unit economics ceo-advisor Brand positioning alignment with company vision cpo-advisor Product marketing alignment; feature launch campaigns board-deck-builder Growth/marketing section with CAC, pipeline, channel performance chief-of-staff Routes market strategy and brand questions competitive-intel Competitive positioning; share of voice vs competitors