Marketing With Fearby Andrew Fear
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The HarnessThe AuditFractionalAboutBook a call with Andrew

The harness · 07 / 09

Performance marketing

Buy pipeline, not clicks.

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The problem it fixes

Sound familiar?

  1. 01

    Spend is up. Cost per lead looks fine. Pipeline didn't move.

  2. 02

    Every channel is judged on last-click leads, so the ones creating demand get cut.

  3. 03

    Conversion tracking stops at the form, so the ad platforms optimize for junk.

What I draw on

The playbooks behind it.

B2B growth practice

Demand creation vs. capture

Each channel gets a role and is judged on the metric that matches it.

SaaS finance

Pipeline per dollar and CAC payback

The only scoreboard that connects spend to revenue.

Direct-response tradition

Test order

Audience, then offer, then message, then creative. A better offer beats a better ad.

Frameworks are public. The harness applies them to your business using your data, your customers' words and judgment from three exits, then checks every output against the same standard.

What the harness does

What actually happens.

  • Traces every channel from spend to pipeline to closed-won
  • Assigns each channel a role and the right metric
  • Fixes tracking so platforms optimize for opportunities, not form fills
  • Rebuilds the budget plan and the test plan for the next 90 days
  • Writes campaign briefs with offer, message and landing page matched
Checked before it ships
  • Every channel has a verdict: scale, fix or cut
  • Every test has a decision rule
  • Budget changes logged with what would reverse them
Prior-role result · Centage

$1.224M in ARR pipeline against a $900K target, on $30K of ad spend.

Related reading

Go deeper.

Marketing auditThe B2B SaaS marketing audit checklist, pipeline firstA 39-point marketing audit for B2B SaaS CEOs: pipeline, ICP, channel economics, conversion, AI search and AI workflows. Score it yourself in a day.Hiring guideFractional CMO vs. fractional head of growth: which one you needAn honest comparison for B2B SaaS CEOs: what each role owns, when each fits, what to ask before you hire, and why the title matters less than the scope.Exit readinessWhat acquirers look at in your marketing before an exitSeven things a buyer's diligence team will test in your marketing, and what to have ready 12 months before a B2B SaaS exit.Pipeline diagnosticsMarketing spend is up. Pipeline isn't. Here's where to look.A diagnostic for B2B SaaS CEOs and CROs. Seven places pipeline leaks when spend rises, how to check each in an afternoon, and what fixing it looks like.PricingWhat a fractional head of growth costs, and what I chargePublished 2026 market ranges for fractional CMO and growth leaders, what drives the price, and Andrew Fear's exact pricing for B2B SaaS.Pipeline diagnosticsHow to define qualified pipeline (with a template sales will sign)A one-page qualified pipeline definition for B2B SaaS, with stage entry criteria, sourced vs. influenced rules and a marketing-sales SLA. No form, no download.

What you keep

Yours, documented.

  • Channel scorecard
  • 90-day budget and test plan
  • Campaign briefs
  • Tracking fixes

When it happens

Audited in the Fear Audit. Run weekly in a fractional engagement.

See the Fear Audit

Tell me what you're avoiding.

30 minutes with me, not a sales rep. You'll leave knowing whether your problem is strategy, systems or capacity, even if we never work together.

Book a call with Andrew