Fractional CMO for technical founders. B2B SaaS, 1M to 10M ARR.

Your value

Is invisible until someone names it

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

Fractional CMO for technical founders. B2B SaaS, 1M to 10M ARR.

You built a product engineers respect. Your buyers do not buy in engineer.Which of these five leaks is draining your pipeline?

01
Lostin translation

Most of the decision happens
before anyone talks to you.
Your value has to stand on its own.

61% of B2B buyers would rather buy with no sales rep involved at all (Gartner, 2025). If most of the decision happens before anyone talks to you, your value has to be legible without you there to explain it.

See a B2B SaaS do exactly that →
← 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.

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03
Left todieon the vine

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

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

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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.

Seven out of ten first VP of Sales hires are gone within 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.

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05
Hopeis not astrategy

Instinct got you to 1M ARR. It is the best data in the company, and nobody wrote it down.

What worked at 1M doesn’t scale to 10M: not because the instinct was wrong, but because it never became a system. Between 40 and 60% of the deals you lose are not lost to a competitor, they are lost to indecision (Challenger). Instinct doesn’t forecast. A system woven from it does.

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Not sure which one is yours? Take the audit: twenty questions, a score out of 100, and it names the loosest thread in your go to market.

Fractional CMO for technical founders. B2B SaaS, 1M to 10M ARR.

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

See the sprint →

Most fractional CMOs rent you a senior brain by the month. This is not that. The Loom Sprint installs a go to market system in 10 weeks, priced as a project, built to run without me.

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).

In contracts, not percentages: at 2024’s 29%, ten buying committees gave you three deals. At today’s 19%, two. The third deal is the tax, and it comes due every quarter.

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

The diagnosis of incoherence, drawn from your own calls, wins and words. A map of the points costing you the most.

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

Deck, narrative by stakeholder, channels activated.

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.

Josué Urízar
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 brand work, agency side

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. The value is already yours; my work is putting it into words your buyers can carry when you are not in the room.

Fun fact

MONKEY WEAVER is a howler monkey of the Maya rainforest: the voice you hear long before you see the animal. The Maya carry a Nahual, the sign of the day you are born. Mine is B’atz’, the weaver monkey: the sign of those gifted to build and to weave. So the name carries the whole job. The weaving is the system. The howl is your value, finally loud enough to reach rooms you are not in.

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 have met plenty of very strategic profiles, but they then need a team of seven to eleven people to execute. … [He achieves] both.”
Xavier Silva CEO, HEMAV Technology

Read the full transcript →See the work he is describing →

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.

  1. Week oneDiagnosis: three hours of the right questions, your read of the field and mine.
  2. Week twoThe Unravel map: the points where your go to market is bleeding, named and ranked.
  3. Week fourYour positioning document, in your hands.
Competitive landscapeWhere you sit, who you actually compete against, and where the white space is.
Positioning documentThe strategic stake you are planting, for internal alignment and external clarity.
Value narrativeWhy your solution matters, told in the buyer's language.
Messaging architectureHeadline, pillars, proof points and objection responses, ready to deploy.
Ideal buyer profileThe companies and decision makers your go to market will target.

The raw material is yours: your calls, your wins, your words. I bring the loom.

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 planThe sequenced rollout across channels, with priorities, timelines and ownership.
Sales deckBuilt on the value narrative, structured for multi-stakeholder decisions.
Outbound sequencesEmail and LinkedIn copy for your priority segments, ready to load.
Content calendar90 days of topics, formats and distribution mapped to the buyer journey.
Internal enablement guideThe reference your team uses to stay on message after I leave.
Installed automationBuilt into the workflow where an LLM can carry the repetitive weight, on the stack you already run.
Handoff sessionA recorded walkthrough of every deliverable, with implementation guidance.

What the sprint leaves in your hands, piece by piece, with what each one costs bought on its own.

The Positioning DocumentThe territory, the argument, why you and why now. In your hands at week four. €11,000
The Committee Narrative KitOne story per stakeholder, built so your champion can sell the room you are not in. €6,500
The Deck, rebuiltYour sales narrative on the new positioning, not on features. €5,000
The Outbound EngineSequences written, lists built, channels activated, ready to run. €5,000
The Loom on an LLMThe repetitive weight of the system carried by a model installed in your stack: the machine runs on hours, not headcount, after I am gone. €4,500

That is €32,000 of work, and €32,000 is what this sprint costs once the first documented result is public. Today all of it is inside the €18,600. Nothing is sold separately.

What we install is built to hold on its own, which is why this is optional.

Tension, the fourth hand of the Loom, holds the thread taut when no one is pulling. 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 monthsMonitoring alongside your team during deployment.
Quoted separatelyNot part of the sprint price. Scoped to the cadence you need.
Not requiredMany teams run the deliverables on their own.

One mis-hired VP of Sales costs more than the system built to prevent the mis-hire.

The math
Bought separatelyA positioning consultancy for the document, then an execution retainer to make it run.€40,000 to €60,000
One mis-hired VP of Sales1.5 to 3 times their salary (SaaStr), and the engine still would not exist.€225,000 to €450,000
The Loom SprintBoth, in ten weeks. Everything under Deliverables, included.€18,600founding price

Cut the thread. The sprint is paid in two parts: €9,300 to begin, €9,300 at the end. At week four you hold your positioning document. If it has not shown you the system, you say so, you cut the thread, and the second payment never happens. You keep everything delivered. You judge, not me.

Book a call →
MONKEY WEAVER postage stamp

Fractional CMO for technical founders. B2B SaaS, 1M to 10M ARR.

A stamped letter travels without its sender. That is the whole point.

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.

Not ready for a call? Take the audit first. The Committee Readiness Audit: twenty questions, a score out of 100, and it names the loosest thread in your go to market. Free, and honest about what it finds.

Fractional CMO · go to market

The Loom Sprint

Bought separately, this scope quotes between €40k and €60k: a positioning consultancy for the document, then an execution retainer to make it run. The Loom Sprint delivers both in 10 weeks.

€18,600founding price

the 10 week sprint. The founding price exists because no sprint result is public yet: the founding cohort trades that proof for these terms. When the first documented result is published, the sprint is €32,000. Whoever signed before that day keeps the founding terms, in writing.

What it asks of you

What the sprint asks of you: three hours a week, and the truth about your numbers. The heavy lifting, the writing, the building, is mine. Where an LLM can carry the repetitive weight, we build that in, so the system costs your team hours, not headcount.

The guarantee

Cut the thread. The sprint is paid in two parts: €9,300 to begin, €9,300 at the end. At week four you hold your positioning document. If it has not shown you the system, you say so, you cut the thread, and the second payment never happens. You keep everything delivered. You judge, not me.

The conditions

One mis-hired VP of Sales costs 1.5 to 3 times their salary (SaaStr): €225,000 to €450,000, and the engine still would not exist. The sprint costs less than the mistake it is built to prevent.

The founding cohort is three engagements at a time. That is not marketing: it is one pair of hands and ten weeks of real work per sprint. It is why some sprints begin on a later date.

One thing outside the loom: rebuilding the product itself. I diagnose and recommend; reconstructing your packaging or core offer is a separate engagement.

At the end of The Loom Sprint, you have a defensible position, a value story that closes, and a go to market you can run without me. Your buyers will know exactly what they lose every day without you, and so will you.