Fractional Product Marketing
Most GTM problems
aren't a strategy gap.
They're a signal problem.
Positioning gets buried under feature lists, buyer committees stop listening, and pipeline stalls — not because the product is wrong, but because the message never resolved into something clear. Signal Product Marketing is embedded, fractional product marketing leadership that finds the signal and builds the go-to-market motion around it.
No deck, no pitch — just a working conversation.
Who this is for
Built for the people making the call on positioning
Founders and CEOs at B2B SaaS companies who don't have a PMM yet, or just lost one
CMOs and VPs of Marketing who need senior positioning help without adding headcount
Teams about to launch something and the story isn't landing yet
Sales and marketing telling two different stories about the same product
What signal looks like in the numbers
Selected engagements
Pipeline growth in 90 days from a new launch narrative.
AI Voice App — Product launchQualified pipeline from a rebuilt pitch deck and sales training.
Pitch deck enhancement & sales trainingClient and prospect interviews across cybersecurity, fintech, and transit tech.
Career-wide — win/loss & discoveryBuilt the positioning for a category that didn't exist yet — prevention and protection as one partner, one solution, pairing a security platform with cyber insurance under a single narrative — attributed to a meaningful share of revenue.
Cyber insurance — Category creationWant the same read on your own positioning?
Book a working session →Why bring this in over an agency or a full-time hire
Currently running GTM in the field
Recommendations that are stress-tested in a live, multi-brand B2B platform — not slide-deck ideas.
Senior thinking from week one
No onboarding curve, no junior team learning the category on your budget — diagnosis starts week one.
A pattern that repeats across unfamiliar markets
Cybersecurity, fintech, and fleet/transit tech — technical products, skeptical buyers, no shared language.
The part of this work I gravitate toward most is sitting down with real customers and prospects and pulling the actual story out of them — what's landing, what's confusing, and where the message is quietly losing the deal.
Client interviews, win/loss conversations, CS escalations — that raw feedback is the input, not an afterthought. It's what sharpens positioning and messaging, tells product where the roadmap is actually off, and surfaces the real pain points before they show up as churn.
Where the engagement starts
Every company's noise is different. The work usually lands in one of four places — often more than one at once.
Positioning & messaging systems
The story a company tells about itself, rebuilt from the buyer's problem outward — then translated into language every team can actually use.
Category creation & launches
For products that don't fit the existing map. Naming the space, staking the claim, and building the proof that the claim is real.
Fractional PMM leadership
Embedded, senior product marketing coverage — for teams between hires, scaling past their first PMM, or covering a leave.
Sales enablement & narrative
Decks, battlecards, and talk tracks that carry the same signal from the first email to the signed contract.
Customer insight & feedback loops
A structured read on why deals are actually won and lost: interviews with a handful of lost opportunities, recently won deals, and current customers, run as a neutral third party. Delivered as a themed findings report — what's landing, what's confusing, where the message is losing the deal — typically within one to two weeks, routed directly into positioning, roadmap, and client success. Not a one-off research project, a running input.
How an engagement runs
Find the actual signal
Interviews, win/loss, and a hard look at what's currently being said versus what's landing.
Rebuild the message
Positioning, narrative, and proof points rebuilt around what the diagnosis actually found.
Run it with the team
Working inside sales, product, and marketing as the message goes live — not handed off cold.
Leave it repeatable
Frameworks and playbooks the internal team owns and runs long after the engagement ends.
About
12+ years of B2B SaaS product marketing, spent mostly in categories that had to be explained before they could be sold.
Signal Product Marketing is an independent practice, built on categories that had to be taught to the market before they could be sold into.
The pattern across cybersecurity (six years in endpoint detection and response, plus positioning a combined security-and-cyber-insurance offering as "one partner, one solution"), fintech (Emburse), and fleet and transit technology (Fleetio) has been the same: technical products, skeptical buyers, and a positioning problem hiding underneath what looked like a demand-gen problem.
Signal Product Marketing exists for founders and CMOs who need that problem solved by someone who has already solved it — without adding a full-time head before the story is nailed down.
Program Advisor, Digital Marketing — University of San Francisco (2026)
Advising USF's marketing program on how AI is reshaping product marketing practice.
Get in touch
Have a message that isn't landing yet?
No deck, no pitch — just a working conversation about what's actually getting lost between the product and the buyer.
Prefer email? hello@signalpmm.com
Common questions
What does a fractional product marketer actually do?
A fractional PMM does the same job a full-time product marketing hire would, positioning and messaging, sales enablement, launches, and customer insight, on a part-time or project basis. It's senior coverage without the cost or timeline of a full-time hire.
How is this different from hiring a marketing agency?
An agency typically produces deliverables from the outside. Fractional PMM work is embedded: running inside sales, product, and marketing as the message goes live, then handing off frameworks the internal team owns and runs after the engagement ends.
Who is fractional product marketing a good fit for?
Founders and CEOs without a PMM yet (or who just lost one), CMOs and VPs of Marketing who need senior positioning help without adding headcount, and teams about to launch something where the story isn't landing yet.
How long does an engagement take?
Engagements run through four phases, diagnose, build, embed, and hand off, with timing scoped to the problem. A customer insight/win-loss read is typically delivered within one to two weeks; positioning and category creation work runs longer.
How much does it cost?
Pricing is scoped per engagement based on the work involved. Book a working session to get a quote for your specific situation.