Fractional Marketing, Simplified
How We Help: From Strategy to Execution
Most B2B companies excel in technical expertise—but lag in marketing. That’s where Rick comes in. As your fractional marketing leader, Rick embeds within your team, builds a strategy that fits your business, and executes it with speed, professionalism and continuity.
You get senior-level marketing leadership—without the cost or commitment of a full-time hire. The result is consistent, professional marketing that sharpens your message, fuels growth, and frees your leadership to focus on top priorities.
Clients describe it as having a full-time teammate on their side—minus the overhead.
What is a fractional marketing engagement?
Fractional marketing gives you senior-level marketing leadership—without the cost or commitment of hiring full-time. Rick embeds directly within your team, builds a strategy aligned to your goals, and then executes it with speed and precision.
Because Rick only works with a select handful of clients at a time, you receive dedicated attention and seamless integration. Clients often say it feels like having a full-time teammate—minus the overhead.
Beyond filling the gap in marketing professionalism, Rick makes a point to embrace each client’s culture, ensuring the team has a voice in the program.
The advantages clients see:
- Marketing strategy, oversight, and execution tightly connected
- Fast, cost-effective execution that saves time and resources
- An elevated brand and company presence in the marketplace
- Rapid responses to capture emerging opportunities
- Freedom for leadership to focus on top priorities
- Hands-on execution that reduces subcontractor costs and ensures strategic alignment
- Instant access to 25+ years of marketing expertise—ready to address nearly any need
What else do you get?
A fractional marketing engagement with Rick isn’t just guidance—it’s a turnkey marketing function tailored to your business.
Rick partners with you to set strategy, build a practical plan, and then lead execution. He manages most of the work himself, drawing on deep experience across every major marketing discipline. When specialized resources are required, Rick identifies, vets, and manages them—so you don’t have to.
Areas of execution may include:
- Message development that sharpens how you tell your story
- Outbound and digital marketing that drives awareness and leads
- Social media programs to build visibility and credibility
- Sales support tools that help close more deals
- Branding and re-branding initiatives, including full refreshes
- Tradeshow and conference support—from planning to onsite execution
- Website development and management to strengthen your digital presence
- Content creation such as articles, white papers, and blog posts
- Corporate and customer presentations that resonate with audiences
- New market, product, or service strategy to accelerate growth
The result: professional-grade marketing leadership seamlessly embedded into your team—without the expense of hiring in-house or juggling multiple vendors.
Other Marketing Engagements
In addition to fractional marketing engagements, Rick can also help you with a discrete project need. In fact, many fractional engagements begin with an initial project that addresses an immediate need while also serving as a trial for an extended relationship.
These projects can include many of the items in the Execution section above, plus the following:
- Brand Refresh
- Message Development
- New Product Commercialization
- Marketing Strategy and Plan Development
- Market Opportunity Analysis
- New Business Launch Planning
- Marketing Strategy Review
- Discovery of New Opportunities to Leverage Competencies
- Developing Sales Tools to Support Strategy
- Marketing Training & Coaching
- Post-Acquisition Marketing Integration
- Sales Trend and Customer Analysis
- Marketing Communications Creative Strategy
- Pricing Strategy Analysis and Development
- Assessing Long-Term Viability of Existing Business Lines
- Dollarizing the Value of Your Products or Services
Dollarization
Rick Gregory is co-author of the bestselling business book, The Dollarization Discipline, the definitive guide to quantifying and selling the financial value of products and services.
The Dollarization Discipline was named one of the Top 30 Business Books of 2005 and has been published in multiple languages around the world. It remains in print today.
WHAT IS DOLLARIZATION?
Dollarization is a simple concept that is not always simple to deploy. It is based on the core truth that any business buying decision should be made with the intent to improve the buying company’s bottom line. As a result, any B2B seller should understand how their product or service improves their client’s bottom line.
To use this knowledge as an effective sales or marketing tool, the seller must translate the benefits they deliver into dollars and cents. One of Rick’s specialities is helping companies identify and calculate the real value they deliver, and to build practical tools that enable sellers to help their client’s make sound business decisions.
HOW WE HELP WITH DOLLARIZATION
Dollarization can (and should) impact all aspects of the marketing mix. Examples of Dollarization engagements typically include:
- Dollarization Training Workshops for Cross-Functional Groups
- Dollarization Discovery Consulting to help identify and articulate value-creation sources and opportunities
- Development of Dollarization Calculators and Selling Tools
