--- title: B2B Marketing Case Studies | Fractional CMO Results | Hedley Sydney description: Real results from B2B SaaS and tech engagements — pipeline built, CAC cut, win rates improved. See how a fractional CMO changes the numbers. --- [![Logo\_HS\_Colour-2](https://hedleysydney.co.za/hubfs/Logo_HS_Colour-2.png)](https://hedleysydney.co.za?hsLang=en) - [Home](https://hedleysydney.co.za) - [Services](https://hedleysydney.co.za/services) - [Work](https://hedleysydney.co.za/work) - [Insights](https://hedleysydney.co.za/insights) - [About](https://hedleysydney.co.za/about) - [Contact](https://hedleysydney.co.za/contact) - [Home](https://hedleysydney.co.za) - [Services](https://hedleysydney.co.za/services) - [Work](https://hedleysydney.co.za/work) - [Insights](https://hedleysydney.co.za/insights) - [About](https://hedleysydney.co.za/about) - [Contact](https://hedleysydney.co.za/contact) [Book a Call](https://bookings.cloud.microsoft/book/G298c69ec5a8d46c79f92f2d2b139a658@HedleySydney.co.za/?ismsaljsauthenabled=true) CASE STUDIES   # **The work.** A few engagements, anonymised. Names change — the mechanics don't. If one of these looks like your problem, we should probably talk. [Book a 30-min consultation](https://bookings.cloud.microsoft/book/G298c69ec5a8d46c79f92f2d2b139a658@HedleySydney.co.za/?ismsaljsauthenabled=true) FINTECH-SAAS ### A payments platform · South Africa → UK Fractional CMO 9-month engagement GTM Strategy   FINTEECH-SAAS ### A payments platform · South Africa → UK Fractional CMO 9-month engagement GTM Strategy   #### Launched a new market without blowing up the one that paid the bills. SA-based payments SaaS needed to move upmarket into the UK mid-market. The SA business was funding the move — so the UK strategy couldn't come at the expense of home-market revenue. ##### *3.4×* Pipeline coverage within 180 days ##### *−32%* CAC efficiency quarter-over-quarter ##### *94 days* Time to first won deal target was 180 ##### *3.4×* Pipeline coverage within 180 days ##### *−32%* CAC efficiency quarter-over-quarter ##### *94 days* Time to first won deal target was 180 --- DEVELOPER TOOLS ### A devtool company · Series B GTM Strategy 6-month engagement Positioning   #### Stopped competing on features. Started competing on point of view. Series-B devtool company with a strong product and weak narrative. Marketing was self-indulgent — beautiful campaigns, no buyer. I led repositioning around a contrarian POV on developer experience. ##### *+214%* Inbound demo requests i90 → 180 days ##### *−21 days* Sales cycle median, enterprise band ##### *+11%* Win rate on repositioned segment ##### *+214%* Inbound demo requests 90 → 180 days ##### *−21 days* Sales cycle median, enterprise band ##### *+11%* Win rate on repositioned segment --- B2B SAAS HR - TECH ### An HR platform · Bootstrapped 90-Day Diagnostic Project engagement Customer Marketing   #### Found R4.8m of pipeline hiding inside the existing customer base. Founder-led HR-tech business assumed growth meant more net-new logos. A 90-Day Diagnostic surfaced R4.8m of cross-sell pipeline in accounts already paying. We rebuilt the motion around it. ##### *R4.8m* Expansion ARR unlocked in 180 days ##### *117%* NRR from 89% ##### *−40%* New-logo spend redeployed to expansion ##### *R4.8m* Expansion ARR unlocked in 180 days ##### *117%* NRR from 89% ##### *−40%* New-logo spend redeployed to expansion ![shhs](https://hedleysydney.co.za/hs-fs/hubfs/shhs.png?width=72&height=29&name=shhs.png) ### Your problem doesn't look like these? Good — they never do. Tell me yours in 30 minutes. Free and no obligation. [Book a 30-min consultation](https://bookings.cloud.microsoft/book/G298c69ec5a8d46c79f92f2d2b139a658@HedleySydney.co.za/?ismsaljsauthenabled=true) [![Logo\_HS\_fullwhite-1](https://hedleysydney.co.za/hs-fs/hubfs/Logo_HS_fullwhite-1.png?width=200&height=117&name=Logo_HS_fullwhite-1.png "Logo_HS_fullwhite-1")](https://hedleysydney.co.za/?hsLang=en) Hedley Sydney (Pty) Ltd is a strategic marketing consultancy based in Cape Town, working with B2B technology companies across South Africa, the UK and the USA. Proud Level 2 BBBEE Contributor. 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