/ The practice
Halverstone is a fractional CMO advisory for early-stage B2B SaaS founders. Five concurrent retainers, $8K-$12K/mo. Twenty years operator experience and two exits. Pricing, positioning, GTM, channel, and hiring — the work that compounds, not the work that fills a calendar.
/ 01
Pricing + Positioning
The work that moves NRR from 108% to 134% in three quarters. Worked twice this past year.
/ 02
GTM Motion
Killing an SDR program is a one-meeting decision after three weeks of customer interviews. The hard part is the meeting.
/ 03
Hiring + Org
Hiring a VP Marketing too early is the most expensive mistake a $3M-ARR founder makes. We design the org you actually need today.
3
B2B SaaS roles before independent
2
Exits
5
Concurrent retainers
20yr
Marketing operator experience
/ Methodology
Every engagement starts with a 90-day kickoff sprint — a structured diagnosis followed by structured shipping. Then quarterly OKR reviews. The end goal is your in-house hire taking over, not a permanent retainer.
Full methodology →Phase 01 · Weeks 1-4
Customer interviews (15-25 calls), win/loss analysis, competitive teardown, current-state audit of pricing/positioning/GTM. Output: a written diagnosis with named root causes — not symptoms.
Phase 02 · Weeks 5-8
Sequenced strategic decisions with the founder, board (if relevant), and head of growth. Each decision is a one-page memo + a kill-criteria. Decisions that don't pass the kill-criteria do not ship.
Phase 03 · Weeks 9-12
First wave of changes ship — pricing page, positioning, GTM motion, hire plan. The CMO does the work alongside your team, not from the side.
Quarterly · Months 4-24
Quarterly OKR reviews with the founder + growth lead. Adjustments to the strategy as the business shape changes. Most engagements run 12-24 months. Then handoff.
/ Recent work
/ 01 · B2B SaaS — DevOps
90-day kickoff sprint + 14 months retainer
Net revenue retention moved from ~108% to ~134% over the following three quarters as accounts expanded internally without seat conversations.
/ 02 · B2B SaaS — Security
90-day kickoff sprint + 9 months retainer
Inbound demo requests doubled in 90 days post-relaunch. The competitors did not change what they were doing — but customers stopped pattern-matching this product into the same set.
/ 03 · B2B SaaS — Vertical Fintech
90-day kickoff sprint + ongoing
Embargo lifts 2026-05-15.
/ Field notes
/ 01 · April 22, 2026
A pattern across four engagements: founders hire too soon, too senior, and at too high a salary. The diagnostic test for whether your first marketer is going to work.
Read the note →/ 02 · April 8, 2026
The pricing sheet is the most-read piece of marketing copy on your site. Treat it like one.
Read the note →/ The work
Halverstone is a structured consulting practice. 90-day kickoff sprints. Quarterly OKR reviews. 12–24 month engagements that hand off to your in-house hire. The operator on the call does the work alongside your team — pricing rebuilds, GTM rewrites, executive search briefs, board-level positioning.
The field notes get written when the work surfaces something worth writing about. The case studies get published when the embargo lifts. Both are byproducts of the practice, not the product.
/ Pre-call fit
Tell me about your stage, ARR, and what's broken. I'll respond with a one-paragraph honest read on whether a 90-day sprint is the right move — or whether you'd be better off with a different shape of help.
No retainer pitch. If we're not a fit I'll say so and point you at someone who is.
/ Quick fit screener
Try: "$2M ARR security SaaS in a crowded category" · "$8M ARR vertical fintech, SDR motion broken"