Services
B2B Go-to-Market Strategy & Fractional CMO Services
Every engagement starts with a diagnostic. That's not a formality — it's the only responsible way to make recommendations. We don't propose solutions before we understand the problem, and we don't ask you to commit to a long engagement before you've seen how we think.
"Most agencies silo these functions, but Hankering works the way founders think — everything connected, everything building toward the bigger picture."
Paul Heddings · Co-Founder, TAAPD
01
Entry point
Delivered within
5–7 business days
Lite Diagnostic
A credible outside view, based entirely on public signals
An external read of your B2B go-to-market strategy based entirely on publicly available signals — website, social channels, reviews, press coverage, job postings, and competitive landscape. The output surfaces three priority areas where the GTM has visible gaps or untapped opportunity, each with a clear observation, what it signals, and a directional recommendation.
This is deliberately scoped. It shows you what's visible from the outside — and makes explicit what we couldn't assess without internal context. For many prospects, that gap list is as useful as the findings themselves.
- +External signal audit: website, social channels, review platforms, press coverage, job postings, and competitive landscape
- +Three priority opportunity areas with observations and directional recommendations
- +Explicit notation of intelligence gaps — what we couldn't assess without internal access, and why it matters
- +Written deliverable formatted as a professional assessment document
- –Access to internal data, interviews, or strategy documents
- –Full pillar-by-pillar scoring or complete GTM architecture assessment
- –A live Q&A session — findings are delivered as a written document
- –Guidance beyond the three identified opportunities
The $500 fee is credited toward the Full Diagnostic if you upgrade within 30 days. The lite version surfaces the three most visible gaps — the full diagnostic fills in everything the public signals can't tell us.
02
Most popular
2–3 weeks · $500 lite
credit applied within 30 days
Full GTM Diagnostic
The complete assessment — public signals plus what only you know
A complete go-to-market diagnostic covering all eight pillars: market and audience clarity, brand positioning and differentiation, messaging architecture, visibility and earned media, content and digital presence, GTM motions and channels, conversion and client experience, and brand governance and team alignment.
Unlike the lite version, this combines external signal analysis with structured client intake — so the assessment reflects what's actually happening inside your business, not just what's visible from the outside. Delivered in a 1-hour strategic session designed to frame the most important next steps.
- +Full external signal audit across all eight GTM pillars
- +Structured client intake via a targeted questionnaire — typically 10–15 questions, focused only on what materially changes the assessment
- +30-minute kickoff call to walk through intake questions and align on context
- +Complete written assessment with pillar-by-pillar scoring, observations, strengths, gaps, and prioritized recommendations
- +1-hour delivery meeting for findings presentation and strategic discussion
- –After the kickoff call, you submit responses through a structured form within 5 business days
- –Questions are targeted and strategic — you're never asked to do the strategist's job
- –The assessment is completed within 5 business days of receiving your responses
- –The delivery meeting is scheduled at the time of intake submission
Timeline
| Step | Who | When |
|---|---|---|
| Payment & scheduling | Client | Day 0 |
| Kickoff call (30 min) | Both | Within 3 business days of payment |
| Client intake submission | Client | Within 5 business days of kickoff |
| Assessment completed | Hankering | Within 5 business days of intake receipt |
| Delivery meeting (1 hr) | Both | Scheduled at intake submission |
The delivery meeting is where the diagnostic naturally surfaces a clear mandate. If there's a specific gap with a defined fix, a Strategy & Roadmap proposal follows for clients who want to proceed.
03
Project
Typically $8,000–$15,000
4–6 weeks
B2B Marketing Strategy & Roadmap
The prioritized plan — and fixing the most critical gap first
This engagement takes the full diagnostic findings and translates them into an executable B2B go-to-market strategy and roadmap — covering positioning and messaging, channel strategy and investment priorities, staffing and capability gaps, tech stack assessment, and a 90-day action plan with clear sequencing.
It also includes 15–20 hours of hands-on work addressing the single most critical gap identified in the diagnostic. You leave with both the plan and meaningful progress on the most urgent problem.
- +Detailed GTM roadmap covering positioning, messaging, channel strategy, investment priorities, staffing gaps, tech stack assessment, and 90-day sequencing
- +15–20 hours of execution support on the highest-priority gap identified in the diagnostic
- +Up to two working sessions during the engagement for alignment and decision-making
- +Final roadmap as a reference document your internal team can execute against
- –Scoped individually based on the diagnostic findings and complexity of the gap being addressed
- –A proposal with a defined scope, deliverables, and fee follows the full diagnostic delivery meeting
- –All scoped engagements are priced as flat project fees — never open-ended hourly
Clients who complete the Strategy & Roadmap engagement have a clear picture of what needs to happen and a defined starting point. The natural next question is who leads the implementation.
04
Ongoing
Scoped per engagement
3-month minimum
Fractional CMO & Execution Support
Strategic leadership and execution — on a retainer basis
An ongoing engagement providing fractional CMO leadership, execution team direction, or a combination of both — to implement the B2B go-to-market roadmap and sustain marketing momentum over time.
This isn't a check-in relationship. As your fractional CMO, Val owns the GTM thinking, guides your internal team's priorities, and ensures execution stays connected to strategy as conditions change. Every retainer carries full continuity from the diagnostic and roadmap — no re-onboarding, no starting from zero.
Fractional CMO
Val operates as the senior marketing leader within your organization — attending leadership meetings, owning the GTM strategy, guiding your internal team's execution, and serving as the accountable voice for marketing's contribution to revenue. Right for B2B companies that need a senior marketing seat filled without the overhead of a full-time hire.
Execution Team Direction
Val sources and directs a contract team of writers, designers, paid media specialists, or other practitioners to implement the roadmap alongside your internal team. Val remains the strategic lead and relationship owner; contractors deliver execution under her direction. Right for companies with a marketing team that needs execution capacity and senior oversight.
- +Monthly strategic planning session to align priorities, review performance, and adjust the roadmap
- +Ongoing availability for decisions, reviews, and strategic input within agreed scope
- +Direct management of any contractor resources brought in through Hankering
- +Full continuity from the diagnostic and roadmap — no re-onboarding
- –Scoped individually based on hours required and engagement mode
- –Proposal provided at the conclusion of the Strategy & Roadmap engagement
- –Three-month minimum commitment
At a glance
The full service ladder
Not sure which tier fits?
Start with a conversation. Tell us where you are and what's not moving — we'll tell you honestly where we think the most leverage is.