GUS BOUARI

A fractional CRO is like a part-time executive hired by companies.

Instead of working full-time at one company, we split our time and expertise across multiple companies, providing high-level revenue and sales strategies without the cost of a full-time commitment.

It's economical for businesses, especially smaller ones, to get expert insights and leadership in revenue growth.

A CRO, or Chief Revenue Officer, is an executive responsible for all revenue generation processes in a company, overseeing or working with sales, marketing, and customer service teams.

Simply put, we look at your revenue point of sales holistically. A CRO is not a salesperson only or a marketer only. We don't work in "silos" although we do have specialties with a main focus on marketing.

As a CRO, we care about your company's bottom line and whether your marketing is enabling sales. A proper CRO has experience working in different departments.

Note: I am not a consultant; I am part of your team, have admin access to your key systems and data, and will do actual work.

This certification doesn't automatically make me an "expert."

It showcases my commitment to staying updated with the latest marketing trends and leveraging advanced AI tools to benefit your business.

Furthermore, as part of professional associations like the AMA, I can brainstorm with peers and colleagues on effective marketing strategies, which in turn helps you.

What are your business goals? How many new clients do you want/need/expect by next year?

Is the founder bogged down working "in" the business instead of "on" the business?

Tell me more about your ideal customers and buyers.

What's your current and potential Go-To-Market Strategy?

If you're a B2B, how long is your sales cycle?

Let's discuss your stats, customer lifetime value, etc.

How much are you spending on marketing? Paid media etc.?

Which channels are you spending this advertising on?

Do you have account executives doing outbound sales?

What's your churn rate? How can it be improved?

What did you think of the Game of Thrones ending? (Yes, I can be funny too 😜)

How do you get customers today?

Do you work with a digital agency?

Can you walk me through the sales and buyer process?

What's your TAM? Total-addressable market?

Who does the product demos?

Which specific function or department do you need the most help in today? i.e., What is tripping you up currently?

Let's keep it simple.

1. If you need help to grow your audience, you must focus on attraction.

2. If you have a large audience but aren’t making sales, you must focus on conversion.

3. If you have been struggling to close, you need to focus on providing proof.

We need to focus on what matters now and then build upon where we need to be.

No, I do not do lead generation.

As a fractional CRO, I help lay the foundation for your sales team or account executives to get and retain more customers, helping you with "demand generation."

Ideally, this means helping create content and distributing it everywhere your buyer has eyeballs on and interacts with.

Before a customer reaches out, they may have visited your website a few times, seen LinkedIn posts, clicked on a few ads, etc. In other words, this is known as "dark social." According to Statista, dark social was responsible for as much as 84% of all referral traffic.

Let's say you want to grow your B2B business:

1. You'll be doing outbound leads with sales executives, AI-automated software, Sales Navigator, etc.

2. Organic LinkedIn content, case studies, ebooks, carousels, etc (B2B buyers are on LinkedIn)

3. Organic searchable media content that Google indexes

4. Organic content on social by the Founder, Salespeople, and Marketers to build authority in the field

5. Paid search media, paid social media, etc.

I help with the above;

Lead Generation is just one part of a holistic strategy to grow your business.

Ideally, it takes six months to audit, build, and optimize using an agile project management methodology.

However, it depends on your business's current state, the data you have, the complexity, your people, what you need, and how to get there.

The speed of building out your revenue engine is critical.

I'm a team player. I'm easy to work with, and you can contact me any time of the day.

Having experience in sales and as a founder, I'm almost always available and dependable. I've experienced the chaos of startup and founder-led growth.

That said, we agree on the SLAs (service level agreements) and the main deliverables expected in our contract. I work with freelancers, digital agencies, and consultants.

I will be primarily scrutinizing data, providing insights, action plans and delegating responsibilities.

Communication is vital to setting expectations and reducing misunderstandings.

We can evolve our partnership as we work together, updating expectations and deliverables every three months, similar to quarterly reports. Constructive criticism is appreciated and expected.

Ultimately, my success is helping you grow your business, not nickel and dime you.

No, I work with your sales, marketing, customer success teams, and Digital Marketing Agency.

Based on my customer's requirements and current client capacity, I will engage my affiliates for more specialized tasks, especially if there are significant marketing challenges, such as technical issues, website optimizations, or on-site SEO.

I will also delegate assignments and clearly define responsibilities to members of your marketing team to ensure we are all contributing to the same goals, which is your financial bottom line.

Rest assured, I won't work with you if I don't.

Yes, I'll rewire the website where necessary in line with addressing your customer's pain points and storytelling techniques.

Rewireframing your website includes determining where clients first look when they come to your website, where your buttons should be, the flow, and how to structure a proper and aesthetically pleasing layout.

This also includes landing pages.

Absolutely, I use it to brainstorm, research, and do grunt work.

I work with SMBs and SME startups primarily in Health and wellness, and the Healthcare industry. However, I am not exclusive to Health and wellness.

My origin story began with founding a health & wellness startup in 2011.

I have a special admiration for startups aiming to create a meaningful difference in the world.

As a founder myself, I understand the challenges of progressing beyond initial founder-driven growth and the challenge of growing your business.

Count me in if you have a quality product that people like, the potential for scalability, and a dynamic team.

Yes, but remember that growth marketing is neither sales nor marketing.

However, if I have to step in on sales calls or rescue a sales demo, I have often done that. My job is to ensure your business succeeds.

My background in the corporate world began in sales.

Typically, I work on a contract basis for six to twelve months to help you build a holistic revenue engine.

The charges are tailored based on your business's specific needs, the depth of my involvement in your sales process, and the complexity of your challenges.

I am familiar with all the major ones and can recommend ones as well, however I will use the tools that your team uses. I'm curious by nature so I'm content with learning new tools.

It is of my experience that it would be probably better to use technologies to suit your team and not vice versa. You don't want new tools that employees don't want to use.

The main red flag would be not knowing your ICP. Its very important that you know your ICP (ideal customer profile). In fact, not knowing your ICP properly is a red flag.

When you know your ideal customer, you can spend less time and money trying to reach people who are unlikely to buy from you and focus your resources on those who are most likely to become loyal customers.

This results in higher conversion rates, increased customer satisfaction, and ultimately, more revenue for your company.

Furthermore, understanding your ideal customer helps you to tailor your messaging to resonate with them, making our marketing efforts more impactful and oour sales process more efficient.

Another red flag, would be how quickly decisions are made. Speedy (not rushed) decisions are vital to pivot, change and innovate with the market or faster than a competitor.

Yes! We must have at least one structured weekly meeting to stay on the same page.

If you're a growing or scaling startup, I understand there is a new fire to put out every day, a new emergency, another priority, etc.

Communication is super important.

No I don't do technical.

However, I'm pretty knowlegdeable about what is required and what happens on the backend. My team members are experts on that.

Yes, I step into marketing roles primarily in health tech, wellness, fitness, healthcare, and similar fields where necessary.

I'm passionate about this industry, and marketing within it comes naturally to me. My co-founding of SOZA in 2012 has given me a thorough understanding of the sector, and I consistently keep myself updated on its developments.

No, although I speak other languages, I'm only native and write in English.

Yes, as in, I manage your specialists or digital agency.

I will ensure that your social media contributes to the same business goals and that it's part of the same broader strategy.

Proper social media management requires dedicated in-house marketing and content specialists.

I accept all payment methods to my Miami-based LLC.

I do, but it depends on your business.

At SOZA, I've often leaned towards a 'try-before-you-buy' mindset.

I always worry about investing time and energy only to be let down later.

No, I work with and hold your agency accountable. I'm your go-to person to ensure your agency is doing work that contributes to your bottom line.

Digital agencies usually appreciate my work as a go-to between.

I help ensure that in-house and external teams are aligned in company priorities.

Yes, but I work primarily as a fractional member of your team. This means I actually do the work, have access to your data, and delegate weekly priorities.

I have no problems getting my hands dirty.

An obesity health marketer focuses on creating empathetic, non-stigmatizing communication tailored explicitly for all individuals exploring weight loss options, particularly those dealing with obesity-related health issues.

We must prioritize inclusive and unbiased messaging to connect effectively with our audience and continue to assist healthcare professionals' marketing in promoting a practice free of bias.