Fractional CMO for B2B scale-up GTM.

Your value

Is invisible until someone names it

Buyers should know exactly how much they lose every day without you.

Fractional CMO for B2B scale-up GTM.

Which one of these is yours?Five leaks in a B2B go to market, from positioning to pipeline.

01

Lostin translation

Price is always the issue,
so you discount to win the deal.
And NOW the renewal is uncertain too.

A 43% higher win rate is on the table. Deals framed around the buyer’s business outcome, not your features, close 43% more often (Forrester). And yet your prospects keep talking about price.

← back

02

Youraisedyour voiceand joined the chorus

The prospect ends up deciding on price.

B2B win rates fell to 19% in 2025, down from 29% in 2024 (Ebsta x Pavilion). When everyone sounds the same, the only tiebreaker left is the invoice.

← back

03

Left todieon the vine

The default is not “NO”
it is “no decision.”

The hard truth: 74% of B2B buying groups run on unhealthy conflict (Gartner). The deal does not lose. It is abandoned.

← back

04

The“If you want it done right, do it yourself.”Now it’skillingyou.

You hired to scale an engine
that does not exist yet,
so the rep fails.

70% of first VP of Sales hires do not last a year, and a mis-hire costs 1.5 to 3 times their salary (SaaStr). You are not hiring the wrong people. You are handing them nothing to run.

← back

05

Hopeis not astrategy

Your GTM was never a system, it was instinct. What worked at 1M ARR doesn’t scale to 10M

Average sales cycles have stretched to 6.5 months, and 40 to 60% of enterprise pipeline sits in stalled deals. Instinct doesn’t forecast.

← back

Fractional CMO for B2B scale-up GTM.

The LoomThe strategy that turns the tangle into a coherent go to market.

Your product works. Your go to market does not. You have tested tactics, hired reps, shipped campaigns. The result: a tangle of loose threads, none pulling in the same direction.

Incoherence is not a branding issue, it is a tax. 86% of B2B purchases stall mid-process (Forrester), 74% of buying committees run in unhealthy conflict (Gartner, 2025), win rates fell to 19% this year (Ebsta x Pavilion).

The Loom is how we untangle and rebuild: four steps, one coherent strategy, a pipeline that runs without you.

01

Unravel

Diagnostic

The diagnosis of incoherence. A map of the points costing you the most.

02

Spin

Strategy

A positioning that holds. A value argument your champion can carry into the committee without you.

03

Weave

Implementation

Deck, narrative by stakeholder, channels activated.

04

Tension

Activation

Your go to market running. A pipeline that does not depend on the founder being on every call.

The Loom is not for everyone. It is for founders who know they have the threads and are done buying more. If that is you, the next step is not another purchase. It is a look at the system.

See the sprint →

The CMO

Josué Urízar, MBA

Born where the zero was invented.
Trained where the frameworks were written.Two decades of B2B go to market, across four continents.

01

Geography

Guatemala → Barcelona → Malmö → Biarritz

Four cities, three languages, one constant: finding the thread that makes complex things simple.

02

Reach

EMEA · Middle East · Maghreb · LATAM

Approximately 20 years building marketing across geographies where nothing works the way the textbook says it should.

03

Track record

B2B SaaS

Sensient Technologies NYSE: SXT
TELUS International NYSE: TIXT
Nestlé · P&G

Agro · Pharma · FMCG · Telecom

04

Education

Marketing. Sales. Strategy.

MBA York University
Master, Marketing & Sales UPC Barcelona
Bachelor, Marketing & Comms Galileo
The Counsellor Salesperson Wilson Learning, London

The pattern that emerges
is not a sector. It is a method.

Multinational process rigor and startup volatility share one demand: build pipelines that survive the quarter, not just the campaign. Most marketers know one world. I have worked both. That is the advantage.

The role

Position your product so the market understands it, then build the inbound and outbound system that fills your pipeline quarter after quarter. You go back to what you built the company to do. I handle the part you cannot verbalize yet.

Fun fact

MONKEY WEAVER is a howler monkey of the Maya rainforest. Like a horoscope, the Maya carry a Nahual: the sign that governs you by the day and year you are born. Mine is B’atz’, the weaver monkey, native to the land where I was born, the sign of those gifted to build and to weave strategy where a brand’s art meets its play.

The method has a name. The structure is built. What comes next is the first documented sprint result, and the price reflects it: the founding cohort trades that result for terms that will not exist once it does.

Proof in the thread

The video is unavailable right now. The testimonial reads alongside it.

“I’ve met plenty of strategic profiles. They need a team of seven to eleven to execute. He achieves both.”

Xavier Silva CEO, HEMAV Technology

Read the full transcript →

Fractional CMO · go to market

The Loom Sprint

A 10 week fractional CMO engagement to stop competing on price and start owning the rooms you are not in. By week four you hold your positioning document; by week ten, a go to market your team runs without me. Where an LLM can carry the repetitive weight, we build that in.

Answers the question your buyers cannot articulate: why you, and why now. We establish where you stand, the territory you should own, and how to talk about your value so price becomes a smaller part of the conversation.

Competitive landscape	Where you sit, who you actually compete against, and where the white space is.
Positioning document	The strategic stake you are planting, for internal alignment and external clarity.
Value narrative	Why your solution matters, told in the buyer's language.
Messaging architecture	Headline, pillars, proof points and objection responses, ready to deploy.
Ideal buyer profile	The companies and decision makers your go to market will target.

Turns the positioning into market motion your team can run without me. We build the structure, the sequencing and the assets that take it to market.

Go to market plan	The sequenced rollout across channels, with priorities, timelines and ownership.
Sales deck	Built on the value narrative, structured for multi-stakeholder decisions.
Outbound sequences	Email and LinkedIn copy for your priority segments, ready to load.
Content calendar	90 days of topics, formats and distribution mapped to the buyer journey.
Internal enablement guide	The reference your team uses to stay on message after I leave.
Installed automation	Built into the workflow where an LLM can carry the repetitive weight, on the stack you already run.
Handoff session	A recorded walkthrough of every deliverable, with implementation guidance.

Tension, the fourth hand of the Loom, holds the thread taut when no one is pulling. What we install is built to hold on its own, which is why this is optional: I can stay on as your fractional CMO to watch execution and read how the market responds through the first live cycles. The goal was never to keep needing the person who built it.

Up to 3 months	Monitoring alongside your team during deployment.
Quoted separately	Not part of the sprint price. Scoped to the cadence you need.
Not required	Many teams run the deliverables on their own.

Cut the thread. If Position has not shown you the system, you stop there and keep everything delivered.

Book a call →

MONKEY WEAVER postage stamp

Fractional CMO for B2B scale-up GTM.

Let’s chat.

Fifteen minutes to look at where your go to market is coming apart, and whether The Loom is the right fix. No slides, no pitch. You leave knowing which of the five is yours and where to start, with us or without us.