How does pricing work?

The Positioning & Messaging Sprint starts at $10,000, and the Strategy & Plan Sprint starts at $15,000. Final scope depends on the size and complexity of your business. Fractional CMO retainers are based on how many days you need (typically 1–3 per week) and are billed monthly with a 3-month minimum.

What happens after a sprint?

Most clients move straight to the next level of focus: Positioning → Strategy & Roadmap → (Optional) Fractional CMO leadership. You can pause after any stage or keep me on a light advisory retainer. The door stays open.

How much of my team's time is needed?

For a sprint: expect 3-5 briefing calls (60 mins), one workshop (90-120 mins), and async feedback loops. For fractional CMO work: one standing check-in per week, plus async communication and occasional working sessions as needed. I handle the prep and follow-ups so your team doesn't live in meetings.

How soon can we start?

I typically book 2–4 weeks out. Sprints are calendar-locked once we sign off. Fractional engagements usually start on the 1st or 15th of the month.

Will you sign an NDA?

Of course. A mutual NDA is standard before we dig in.

McClurg Marketing branded coffee cup sitting on a table in a café.

Get the Clarity, Direction, and Leadership to Make Your Marketing Work

Positioning, go-to-market strategy, and fractional marketing leadership for B2B companies that are stuck.

Book an Exploratory Call

20+ years of
B2B marketing leadership

40+ global
product launches

Serving clients across
North America

The team's busy. The pipeline isn't.

❌ Messaging shifts weekly

❌ Leads are soft

❌ Campaigns feel disconnected

❌ Marketing budget feels wasted

Marketing shouldn't be random.

How are you meaningfully different?

Which customers matter most?

Where and how do you reach them?

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 B2B companies 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 Moving

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.

Each option builds on the last. Start wherever makes sense.

Get Your Story Straight

Instead of another homepage rewrite...

Clarify what makes you different and who actually cares.

If your messaging is vague 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 prospects get it and your team can sell it.

✔ Know exactly who you're for (and not for)

✔ One clear way to explain what makes you different

✔ Messaging your whole team can use

Learn about the Positioning Sprint →

Know What to Do Next

Instead of a dozen things and hoping something works...

Get a focused plan that tells you exactly where to put your time and money.

You’ve got lots you could do. I help you figure out what actually matters based on your goals, stage, and the resources you've got to work with (internal and external).

✔ The 3-5 priorities that will actually make a difference

✔ A plan your team can execute with the resources you have

✔ How you'll know it's working (and when to adjust)

Learn about the Strategy Sprint →

Someone to Actually Lead This

Instead of marketing being everyone's second job...

Get an experienced marketing leader without the full-time hire.

I step in as your experienced marketing lead—setting direction, guiding execution, and making marketing a real function in the business. Not just an afterthought.

✔ Someone setting direction so your team isn't guessing

✔ Your marketing people coached and held accountable

✔ A clear picture of what's working, what's not, and what's next

Learn about Fractional CMO →

Not an Agency That Pushes Tactics.

Not AI That Sounds Right, But Isn't.
Just Experience and Good Judgment.

AI needs someone who knows when it's wrong. Agencies often push tactics before foundations are set.

I bring 20+ years of experience in complex B2B markets, setting direction, leading teams, and delivering results.

No fluff. No bait-and-switch. Just experienced judgment and strategy that works.

Good Fit

B2B tech, advanced manufacturing, or professional services
Complex, multi-stakeholder sales cycles
Little or no marketing leadership

Not Ideal

Primarily consumer-focused businesses with simple sales cycles
Product-led SaaS with no sales function
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

Marketing & Go-to-Market 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.

More about Richard →

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.

“People kept saying 'I think I know what you do, but I'm not sure.' Richard helped us get clear on who we're for, what makes us different, and how to explain it. Now we have positioning the whole team can align around."

Krista Schaber-Chan, Managing Partner

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.

Things You Might Still Be Wondering

Real MARKETing Insights

Hand-drawn sketch illustration of a person seated at a desk, hand resting on chin in a reflective pose. On his left, a vintage CRT desktop computer with an early web browser on screen and an open reference book beside it. On his right, a modern laptop displaying charts and data, a tablet, and a humanoid robot standing in the background. The image contrasts the early internet era on the left with the AI era on the right, with the figure bridging both worlds.

AI in Marketing: What Every B2B Founder Actually Needs to Know

In 1995, printed directories listed websites. Nobody knew what it would become. The arrival of ChatGPT in 2022 felt exactly the same. Three-plus years in, most founders are somewhere between curious and overwhelmed. Here's a clear-eyed look at what's actually happening with AI and marketing—what it means for your team, and what to do about it without the hype.

Feb 258 min read

Whiteboard-style illustration showing why B2B founders skip positioning work. Depicts the growth plateau after $1M, the avoidance trap (fear of choosing, investor vs. customer tension), the positioning problem (vague "we help everyone and no-one" messaging leading to confusion), and the solution: Clarity → Strategy → Tactics sequence. Shows contrast between vague positioning (long sales cycles, diluted messaging) and clear positioning (faster closes, aligned teams).

Why Founders Skip the Hard Part

B2B tech companies that make it past $1M often plateau—not because of product problems, but because they skipped the hard part. They hire content marketers, launch ads, redesign websites. Lots of activity, little traction. The real issue? Positioning. No clarity on who they're for, what they're against, or how they're different. This article breaks down why founders avoid positioning work, what staying vague actually costs, and the sequence that works: Clarity → Strategy → Ta

Jan 266 min read

Critical Marketing Mistakes by B2B Tech Founders & CEOs

Here's the thing about marketing problems: they're almost never solved by more activity. Pipeline is weak, so you run more campaigns. Leads aren't converting, so you try new channels. But the real issue is usually upstream—in the clarity and strategy work that should come before tactics. Most founders I work with are smart, capable people who've built something real. But they're operating with assumptions that quietly sabotage their marketing efforts. Here are the patterns I

Dec 8, 20257 min read

See all posts →

Get Clear. Get Focused. Move Forward.

If you’re ready to stop guessing and start practicing Real MARKETing, let's talk about where you are—and where you want to go.

Book an Exploratory Call

Ideal for B2B companies with complex sales cycles and no time for fluff.

Get the Clarity, Direction, and Leadership to Make Your Marketing Work

Positioning, go-to-market strategy, and fractional marketing leadership for B2B companies that are stuck.