Fractional CMO · B2B SaaS · ANZ
I'm Sarah McIntyre, I work with B2B SaaS founders in ANZ who have product-market fit but haven't yet built their marketing team. I help them figure out what's actually working, what isn't, and what to do first.
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Who I've worked with
You've raised your Series A. Product-market fit is there, you can see it in the renewals and the word of mouth. But you don't have a marketing team yet, and the question of where to start feels bigger than it should.
Here's the thing about being a founder: you can't read the label when you're inside the jam jar. It's not a flaw, it's just what happens when you've been living inside something for years. You stop seeing what a stranger sees in the first five seconds.
That's where I come in. I work best with founders who want a genuine partner, someone who'll tell them what's actually happening, push back when something isn't working, and help them figure out the right motion before spending money accelerating the wrong one. I bring the questions, the outside view, and occasionally an uncomfortable truth. You bring the pace and the willingness to implement.
If that sounds like the kind of working relationship you're looking for, let's talk.
Most Series A homepages are written from the inside out. How the founder thinks about the product, not how the buyer describes their problem. I find the gap and close it. A single messaging change improved one client's homepage conversions by 200% in the first month.
PLG works when the person who gets value can also swipe the card. Sales-led works when they can't. Getting this wrong costs you 12–18 months and a lot of pipeline theatre. Getting it right early is the highest-leverage thing you can do with a Series A budget.
Everyone's inbox is full of AI-generated sequences. The founders I work with are getting meetings by doing the opposite. Researching before reaching out, asking before pitching, and treating prospects like people. It works because almost nobody else is doing it.
My career started in sales, closing enterprise deals for a software startup in Seattle in the late '90s. The company got acquired by a Kleiner Perkins-backed business. I came back to Australia, worked in global marketing roles at Novell and Optus, then started my own inbound marketing agency in 2009. I was one of HubSpot's first partners in Australia.
I ran Bright Inbound for 10 years, then went back in-house as Head of Marketing at MedAdvisor and VP of Marketing at BoardPro, where I built the marketing motion and helped take the business to 220% ARR growth over three years.
I now work as a fractional CMO with a small number of Series A B2B SaaS founders in ANZ. I do this because I find it more interesting than either running an agency or being a full-time employee. The founders I work best with are the ones who want a strategic partner, someone who'll tell them what's actually going on, not just execute a brief.
I've been trained in sales methodology by Rick Roberge and Carole Mahoney. I've studied growth marketing at Reforge and brand strategy at Section 4. I've been talking about random acts of marketing since 2018.
I'm based in Randwick, Sydney.
I offer a free 30-minute homepage messaging review for Series A B2B SaaS companies. No pitch. Just a useful conversation about what's working on your site and what isn't.
