Kris Carter

A fractional GTM (go-to-market) leader is an experienced marketing or commercial executive who works with your company part-time — typically a set number of days per week or month. You get senior strategic guidance and hands-on execution without hiring a full-time VP or CMO. It's common for startups and scale-ups who need expertise but aren't ready for (or can't afford) a permanent senior hire.

The funding environment has changed. Capital is harder to raise, burn rates are under scrutiny, and boards expect more efficient growth. Companies can't justify a £150k+ VP Marketing hire when they're still figuring out their market. At the same time, founders recognise they need senior commercial thinking earlier — not just junior execution. Fractional gives you the experience without the fixed cost, letting you invest in strategy when you need it most without over-hiring.

I work on defined projects with clear deliverables and timelines — not open-ended advisory retainers. Unlike an agency, I'm not managing campaigns or producing content at scale. I focus on strategy, positioning, and building the frameworks and materials your team needs to execute independently. The goal is to leave you with assets and clarity, not ongoing dependency.

It varies based on the engagement. Some clients need 2–3 days per week during an intensive sprint. Others work with me 4–6 days per month on an ongoing basis. We agree on the commitment upfront based on what you're trying to achieve and your budget.

It depends on the scope, but typical deliverables include: refined positioning and messaging, updated pitch decks and sales materials, a clearer ICP and target market definition, campaign or launch plans, and sometimes training or enablement for your team. I also leave behind frameworks your team can continue to use after I'm gone.

Mostly remote. I'm based in Manchester, UK, and work with companies across the UK, Europe, and the US. For intensive workshops or key meetings, I'm happy to travel — but day-to-day collaboration is typically over video calls and shared documents.

Primarily founder-led startups and Series A–C scale-ups. These are typically companies with some product-market fit and early revenue, but who haven't yet built out a senior marketing or GTM function. I also work with later-stage companies entering new markets or launching new products.

I've worked across B2B SaaS, fintech, adtech, construction tech, and deep tech (AI/ML). The common thread is complex, technical products that need clear positioning and a focused go-to-market approach. If you're selling to businesses and your product requires some explanation, we're probably a good fit.

Sprint engagements typically run 4–6 weeks with a defined scope and deliverables. Ongoing fractional arrangements can last 3–12 months depending on your needs. I prefer to start with a shorter engagement so we can both assess fit before committing to something longer.

I charge a day rate or a fixed project fee depending on the engagement. Rates vary based on scope and commitment level. A typical sprint starts around £8,000–12,000 / $10,000–15,000. Ongoing fractional arrangements are priced based on days per month. Happy to discuss specifics once I understand what you're trying to achieve.