The team's busy. The pipeline isn't.
❌ Messaging shifts weekly
❌ Leads are soft
❌ Campaigns feel disconnected
❌ No clear direction
Marketing shouldn't be random.
No sharp positioning
No clear picture of your ideal customers
No focused go-to-market plan
It's not just a marketing problem. It's a sequencing problem.
Clarity → Strategy → Execution
That's the order. That's the difference.
I help lean B2B teams stop guessing and start being strategic—because execution only works when it's built on the right foundation.
Three Ways to Get Unstuck—and Get Strategic
You don’t need a 50-page playbook or another campaign to nowhere.
You need clear positioning, a focused plan, and someone who can actually lead your marketing function—without the full-time overhead.
I offer three engagement models, depending on where you’re at and how deep you want to go.
Positioning & Messaging Sprint
Clarify what makes you different—and who actually cares in 2-4 weeks.
If your messaging is fuzzy or your team struggles to clearly explain your value, this sprint is the reset.
We dig into your market, your buyers, and what actually makes you meaningfully different—so your messaging actually lands.
Includes:
✔ Market + buyer insights
✔ 1-page positioning canvas
✔ Messaging framework
Marketing Strategy & Prioritized Plan
Get a focused, prioritized roadmap in 4-6 weeks.
You’ve got a dozen things you could do. I help you figure out what actually moves the needle, based on your goals, stage, and available resources—internal or external.
The result: Alignment across leadership, sales, and marketing.
Includes:
✔ Go-to-market priorities
✔ Strategic marketing plan
✔ Clear performance metrics
Fractional
CMO
Marketing leadership—without the full-time hire.
For teams ready for ongoing partnership, I step in as your experienced marketing lead—setting direction, leading execution, and integrating marketing into the business.
Flexible scope, shaped around your team and growth stage.
Includes:
✔ Strategic oversight
✔ Team leadership
✔ Reporting and course-correction
Not an Agency. Not a Fluffluencer. Not About the Vanity Metrics.
I’m a B2B marketing operator who’s led teams, built strategy, and delivered results in markets with long, complex buying decisions.
No fluff. No filler. Just focused guidance and execution that actually works.
Good Fit
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B2B tech, manufacturing, or professional services (typically $1M-$10M+ in revenue)
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Complex, multi-stakeholder sales cycles
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Little or no marketing leadership
Not Ideal
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Primarily consumer-focused businesses with simple sales cycles
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Product-led SaaS with no sales function
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Team chasing “more leads, fast!” without strategy
What Sets Me Apart
Foundations-first Approach
Clarity and strategy before a single tactic is touched.
Flexible Engagements
From one-off sprints to ongoing leadership, based on where you are.
B2B Fluency
I’ve worked in complex, technical spaces where trust and clarity win deals.
No-BS Communication
Direct, honest, and aligned with your goals—not mine.
Independent and Client-First
No affiliate deals, referral kickbacks, or hidden agendas. Just what’s best for your business.
Access to Vetted Experts
When needed, I connect clients with vetted freelancers, specialists, or the right agency for the job.
Richard McClurg
Strategic Go-to-Market & Marketing Advisor · Fractional CMO
20+ years leading B2B tech teams across hardware, software, cloud, and services.
Launched 40+ products into global markets. Helped scale companies 10-14x.
Trusted by Lean B2B Teams Who’ve Been There
You’re not the first to call when things get messy. And you won’t be the last.
“Richard was a fantastic resource for our early-stage startup, bringing a wealth of marketing experience. With his guidance, we refined our strategy and focused our limited resources for the biggest impact.”
Micah Gold-Utting, Head of Sales
Start Where You Are. Build What You Need.
Whether you need clarity on positioning, a focused strategy, or fractional leadership, I meet you where you are and scale support to fit your needs, all grounded in the Real MARKETing approach →
Clarity First
We uncover what makes you different—and who actually cares.
This is the foundation—whether you're starting fresh or refining what’s already there.
→ Positioning, ideal customer clarity, and messaging that resonates.
Strategic Focus
When you're ready for a plan to drive your business forward.
We build a realistic roadmap aligned with your goals, resources, and stage.
→ A focused strategy and roadmap, backed by context, and built for execution.
Guided Execution
When deeper leadership is needed, I guide execution.
That might mean advising your team and external resources, or stepping in as a fractional CMO.
→ Flexible support to keep your marketing aligned and accountable.
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What is a fractional CMO?A fractional Chief Marketing Officer (CMO) is a seasoned marketing leader who becomes part of your leadership team on a part-time or temporary basis. They guide strategic initiatives and oversee tactical execution to ensure your marketing efforts drive results. Learn more: What is a fractional CMO, and how can they help my business?
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How is a fractional CMO different from a consultant?A fractional CMO becomes part of your leadership team on a part-time or temporary basis and is responsible for guiding your strategic marketing initiatives and overseeing tactical execution. The scope and duration for a consultant is project-based, typically in a specialized area. Here’s a blog post that explains more.
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Who are your fractional CMO services for?B2B businesses of all sizes can benefit from fractional CMO services. Small to mid-sized companies may not yet be ready to hire a full-time marketing leader but require strategic leadership to scale and compete effectively. A larger company may have a temporary marketing leadership gap or need expertise for a specific initiative. Let's chat if you’re unsure if fractional CMO services suit your situation.
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How do you handle the execution of marketing strategies as a Fractional CMO?As a Fractional CMO, I guide the execution of marketing strategies through your internal team or by leveraging external resources like agencies or freelancers. I provide oversight and direction to ensure effective implementation. Additionally, I have a network of trusted external resources for specialized needs such as digital marketing, copywriting, SEO optimization, and tech stack recommendations, ensuring your marketing initiatives are executed efficiently and effectively. This flexible approach ensures you have the right expertise for every aspect of your marketing strategy.
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How long is a typical engagement?Your business needs entirely drive it. I typically recommend a baseline commitment of three to six months. This allows us to assess, strategize, and implement impactful marketing solutions. Engagements can extend until you’re ready for a full-time hire. Ultimately, it's about a timeframe that best suits your situation.
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What amount of time can we expect you to dedicate each week?It’s all about what you need! Depending on your business objectives and urgency, it can range anywhere from one to three days per week. More hours are typically required at the beginning of the engagement to dive into your business, customers, competitors, and challenges. We'll hammer out the specifics at the start, aligning them with your goals.
Real MARKETing Insights
