Go-to-market strategy · Fractional CMO

Win the market you're actually in.

start with strategy

Your company is growing faster than your marketing. Before you spend another dollar on campaigns, get a clear read on your buyers, your competitors and the forces shaping both. Then turn it into a plan your sales team can run on Monday.

Book a 30-minute call → See how it works

Teams usually call when

pipeline is soft and nobody agrees why. the message changes depending on who you ask. a raise or a sale is on the horizon. buyers are building shortlists in AI assistants. the first senior marketing hire is still a year away.

Sound familiar?

Your marketing is busy. Your pipeline isn't moving.

Most B2B SaaS teams don't have a marketing problem. They have a market problem: campaigns built before anyone mapped who buys, why they buy and who else they're considering.

Growth has stalled

Pipeline is soft, win rates are uneven and every team has a different theory why.

The story keeps shifting

Sales says one thing, the website says another, and buyers can't tell what makes you different.

Investors are looking

A raise or a sale is coming, and your market story needs to hold up under diligence.

AI changed the shortlist

Buyers now ask AI assistants who to consider. You need to know whether your name comes up.

The approach

Most marketing starts in the middle.

Leads are where most teams begin. The real work starts earlier, with a map of your market. Toggle to see the difference.

start hereMarket mapPlayers, forces and buyer motives
Ideal customerComes into focus
MessageLands with buyers
most start hereLeadsThe right ones come in
PipelineMoves
RevenueBecomes repeatable

Start with the market and every step after it gets sharper.

You can't build great marketing without being a student of markets.

Sheridan Orr

Track record

Built for the moments that decide a company's value.

Marketing leadership in complex, regulated industries, selling to the full C-suite.

0IPOs

Marketing leadership through two public offerings.

0exits over $500M

Each valued above half a billion dollars.

0% inbound

Share of revenue from inbound at Language IO, driven by this system.

AIFintechHR techCustomer experienceRegulated industriesB2B SaaS

Ways to work together

Clear scope. Defined outcomes. No guesswork.

Every engagement has a fixed scope and a finished product you can hold. Most start with a sprint and grow into a longer partnership.

Go-to-market strategy sprint

4 to 6 weeks · Most popular

Know exactly who to sell to, how to win and what to say, with evidence behind every choice.

Sales and marketing alignment

4 to 6 weeks

One story across both teams, plus the decks, battlecards and proof your reps will actually use.

Fractional CMO

1 to 2 days a week

Senior go-to-market leadership for your team and your board, without the full-time hire.

Exit and transaction readiness

4 to 6 weeks

A market story and proof points that support your valuation when buyers and investors look closely.

Customer stories

What changes when strategy comes first.

All customer stories →

Series B · Fintech

[ X ]%

increase in qualified pipeline

[Client name] found its real buyer, and its pipeline followed Sample

A short summary of the challenge, what changed and the result. Replace this with a real client story once Sheridan has approval to share it.

Read the story →

Getting started

Simple on purpose.

You should know exactly what you're buying before you buy it.

Intro call
Thirty minutes on where you are and what's at stake. If it's not the right fit, you'll hear that, along with a referral to someone who is.
Scoped proposal
Within two business days: a fixed scope, a clear price and the finished product you'll have in hand.
Work begins
Kickoff within two weeks of signing. Retainers include a 30-day out clause, so you're never locked in.

Insights