Webcast
FREE 7 min
FULL 28 min

Leading as a fractional CMO
in a changing market

In this webcast, Catherine Mak explores how fractional CMO leadership is reshaping B2B marketing for founder-led businesses, scale-ups, and growth-stage organizations. She discusses how senior marketing leaders can bring strategic clarity, commercial alignment, and specialist networks into businesses that need leadership without a full-time CMO structure. Gain insights into building trust, aligning stakeholders, balancing demand generation with demand capture, and using AI with strong senior judgment
Catherine Mak
Founder & Fractional CMO,
ZILU Consultancy

What you will learn

How a fractional CMO compares with a traditional in-house CMO, and what inspired the shift toward this increasingly valuable leadership model
What the key challenges are for fractional CMOs in B2B today, and the most effective way to engage a fractional CMO for real commercial impact
How to address marketing investment misalignment with executives, avoid common demand generation and capture mistakes, and shift from channel-based marketing to a holistic growth model
What an AI-native marketing process looks like – and why senior judgment remains absolutely essential for strategy, distinctiveness, and trust – plus what effective fractional CMO onboarding includes

FREE PREVIEW

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A short clip from the full webcast. Enough to get a feel for the expert's approach and decide if you want to go deeper





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Full 28-min webcast

The complete session including the fractional CMO model compared to in-house leadership, current challenges facing fractional CMOs, effective engagement frameworks, executive alignment strategies, demand generation and capture balance, holistic growth model design, AI's role in modern marketing leadership, and fractional CMO onboarding best practices
Catherine Mak
Founder & Fractional CMO,
ZILU Consultancy

Expert

Catherine Mak is a UK-based Fractional CMO, an ex-Citibanker and founder of Zilu Consultancy. With 20+ years’ global marketing leadership across fintech, SaaS, financial services and B2B sectors, she helps founder-led businesses turn marketing into a structured, commercially accountable growth function, combining strategic clarity with hands-on transformation, marketing infrastructure and team capability building

Who is this for?

Founders, business owners, and senior B2B marketers who are considering or currently working with a fractional CMO and want practical guidance on making that model work – building the structure, alignment, and commercial accountability that turns fractional leadership into a genuine growth driver

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