Small & Midsized Businesses

Marketing that moves
your P&L.

As a fractional CMO for established small and midsized B2B businesses, I connect your marketing to the numbers that matter most: revenue and margin. Together, we focus the time and budget where they’ll make the biggest difference, and I lead the work alongside your team.

See it on the P&L Book an Introductory Call

Career recommendation

“He knows how to blend strategy, creativity, and business acumen in a way that actually moves the needle.”

Mandy McEwen

Founder at Luminetics

Verify on LinkedIn

Late afternoon sun across an owner’s desk: a hand rests on a printed report, one finger holding a place partway down the page, beside a white mug and folded reading glasses.

Your P&L shows what marketing costs, not what it earns.

Marketing sits on one line with your other expenses. The revenue it’s meant to grow sits at the top of the page, and nothing on the statement connects the two.

Illustrative example

Profit and loss

Last month

Profit and loss, last month, an illustration. Marketing and advertising is one of the operating expenses. The revenue lines above it are what it is for.
Revenue
Service contracts	$612,437	What marketing is for
Projects	$388,912
Product sales	$214,706
Total revenue	$1,216,055
Cost of sales	$741,863
Gross profit	$474,192
Operating expenses
Salaries and benefits	$248,615
Rent and facilities	$38,200
Software and subscriptions	$14,938
Marketing and advertising	$36,482	What it costs
Other operating expenses	$21,377
Total operating expenses	$359,612
Net operating income	$114,580

So when a quarter is slow, it looks like the easiest line to cut.

I find the signal in your marketing.

I’ve spent 27 years in sales and marketing, in businesses like yours and in Fortune 500 companies. One lesson I’ve learned: a few things move the number, and the rest is noise. We find those few together, and I lead the work.

Start from your numbers.
Before the work begins, we agree on the two or three numbers that matter most this year: revenue from the work you want more of, margin, or the customers you want to keep. Then we mark where each one starts.
Weigh everything against them.
Every campaign, channel, and dollar is measured by what it does for those numbers. What moves them gets more. What doesn’t, I make the case for stopping, and the call is always yours.
Review them every month.
I lead the work week to week. Each month, a documented review shows what moved, what didn’t, and what changes next.

Career recommendation

“He has the ability to understand every detail, but operate in the bigger picture.”

Bill Robertson

Account Director, Financial & Healthcare Security Expert

Verify on LinkedIn

Two ways to work together.

I lead your marketing

As your fractional CMO, I set the plan and lead the work with your team from inside the company, measured against the numbers we agree on.

Fractional CMO

View details & pricing

Or I take on one project

When one piece needs to be done right, I do it start to finish, with what done looks like agreed before we begin.

Website Rebuild
A website that tells buyers what you do now, and leads them to the work you want more of.
View details & pricing
Search & AI Visibility
Know how you show up when buyers search or ask an AI assistant, and what to improve first.
View details & pricing
Claude Team Training
Your team using AI on the work that fills its week, with customer information handled properly.
View details & pricing

What owners and CEOs ask me.

What does a fractional CMO do for a small or midsized business?

A fractional CMO is an experienced marketing leader who works with your business part of the week, as part of your leadership team. In a smaller company, that usually means leading the marketing the owner has been carrying. In a midsized one, it means senior direction for the marketing team and a voice for it in leadership. Either way, there is one plan, measured against the numbers you run the business on.

How is marketing different at a midsized company?

Mostly in who does the work. In a small company, marketing usually runs through the owner or one person, so the first job is a plan and someone senior to lead it. A midsized or mid-market company usually has a marketing team, so the job is direction: shared priorities, a clear owner for each piece, and reporting the leadership team trusts.

How soon will we see it in the numbers?

We agree on the numbers and where each one starts before the work begins, then review them every month. Buyer response and sales activity show first. When revenue moves depends on your sales cycle and where you start.

Is there a size of business you work with?

There is no revenue or headcount cutoff, and you don’t need a marketing team. What matters is an established offering, a clear priority, and the ability to act on a plan. A company still finding its first customers usually needs something different from what I do.

What number do you want to move this year?

Bring that number and what marketing costs you today. We’ll find the first few things worth doing, and I’ll tell you plainly whether I’m the right person to lead them.

Book an Introductory Call

60 minutes, directly with Jim. No preparation needed.

Prefer email? jim@haneystrategy.com

See everyone I work with