B2B software and fintech
We help B2B software companies and consumer fintechs find the customers most worth winning, give them a reason to choose you, and build pipeline that turns into revenue you can forecast.
Positioning
Conversion
Testing
Scaling
Pipeline calculator
Try itHow much pipeline does your target really need?
$48M
Qualified pipeline needed
4.0×
Coverage of your target
800
Qualified opportunities
67
New opportunities a month
Every engagement starts here. We rebuild this math from your CRM in the first week, then plan the channels that have to produce it.
What the research says
94%
Buyers pick before they call
of B2B buying groups have already ranked their preferred vendors before they first talk to a seller, and they buy from that favorite 77% of the time. Your positioning has to win before sales ever gets a meeting.
6sense, 2025 Buyer Experience Report
78%
Most sellers are missing
of sellers missed quota in 2025, up from 69% the year before. More activity and more tools aren't turning into more closed revenue.
Ebsta and Pavilion, 2025 GTM Benchmarks
$2
Growth keeps getting pricier
The median B2B SaaS company now spends about $2 in sales and marketing to win $1 of new ARR, and that cost rose 14% in a single year.
Benchmarkit, 2025 SaaS Performance Metrics
49%
Nobody agrees on what counts
of chief sales officers say their team's definition of a qualified lead differs greatly from marketing's. If you can't agree on what pipeline is, you can't forecast it.
Gartner, 2025 survey of CSOs and sales leaders
Pipeline problems show up in different places: not enough of it, the wrong kind, or deals that stall and slip. The diagnostic tells you which one you actually have before you spend another dollar fixing the wrong one.
Why it matters now
Software founders are under more pressure than ever. Any feature you ship can be rebuilt in weeks, and your buyers know it. If the only thing separating you from a cheaper copy is the product, you're one launch away from a price war.
What a copy can't replicate is a clear position, proof from customers like them and a reputation their peers already trust. That's the moat we help you build, and the message that makes it obvious in every deal.
See how we build positioning →What a real moat looks like
A position nobody else can claim
A specific buyer, a specific problem and a reason you win that a competitor can't just add to their roadmap.
Proof from your own customers
Outcomes, references and numbers buyers can check for themselves, used in every deal instead of sitting in a case study folder.
A reputation in your category
Your experts known for a point of view, so buyers show up already believing you before the first call.
Distribution you own
Partners, communities and an audience that keep sending pipeline when ad costs go up and competitors pile in.
What we do
Pipeline programs
Paid, outbound, partner and content programs planned backwards from your bookings target. We fix conversion at every stage, run tests every week and only scale spend when the numbers hold up in your CRM.
Demand programs
Conversion rate work
Weekly testing
Scaling rules
Diagnostic
Three weeks inside your CRM, calls and campaigns. You get the constraint, the evidence and a 90-day plan.
How the diagnostic works →Positioning and messaging
We pick the segments you close fastest and write the message from what your buyers actually say. Then we test it in market.
See positioning work →Pricing and packaging
Packages that fit how your buyers approve spend, so deals stop stalling in procurement and first contracts get larger.
See pricing work →Most clients start with the diagnostic. If you already know the problem, we can go straight to it.
Talk to usHow it works
Every engagement follows the same four phases. Each one ends with a decision your team owns, and the whole thing runs on a weekly scorecard.
1
We rebuild your funnel from CRM data, talk to buyers and reps, and find the one constraint worth fixing first.
2
Segments, messaging, offers and a pipeline model with a target for every channel and an owner for every number.
3
Programs go live, conversion fixes ship and tests run every week. You see the scorecard every Monday.
4
Budget moves to what's working, your team takes over the playbooks, and we tune the plan each quarter.
Who we work with
A software buyer and a fintech customer ask the same question before they commit: can I trust this? Both markets are crowded and expensive to grow in. We help you earn that trust faster, and turn it into revenue.
Software and SaaS
For software companies with $1M ARR and up that need pipeline to come from a repeatable motion, not a few great sellers.
Product-led to sales-assist motions
Expansion pipeline from current customers
Seat, usage and platform pricing
Fintech
For neobanks, payments, lending and investing apps, and the B2B fintechs whose APIs power them. Value leaks between sign-up and first deposit, or between sandbox and live volume.
Onboarding and verification drop-off
Messaging that earns trust, approved by compliance
Developer adoption, from sandbox to live volume
Build vs. partner
Building a growth team in-house means five hires, months of recruiting and a payroll that stays whether pipeline grows or not. We bring the same skills for about 75% less, with no overhead.
Hiring in-house
VP or Head of Growth
$176,000
Product marketing manager
$115,750
Growth marketing manager
$111,000
Demand generation manager
$108,000
Content manager
$85,500
Benefits and payroll costs
$255,536
Recruiting fees at 20%
$119,250
First-year cost
$971,036
Before bonuses, equity, software and the months it takes to hire and ramp a new team.
Growth Marketing Partners
One engagement covers strategy, programs, operations and content. You pay for the work and the results, not the headcount.
Full in-house team
$971,036
One VP of Growth hire
$286,629
Growth Marketing Partners
About 75% less
No benefits or payroll costs
No recruiting fees or hiring risk
Starts in week one, not after a hiring cycle
Scale up or down as your needs change
Our number one goal is driving growth inside your business. We fill the gaps your team doesn't have the time or headcount for, and leave them with playbooks they own.
01
Part of your team
We join your meetings, work in your CRM and tools, and report against the same scorecard your team uses.
02
Your people get stronger
Your marketers and sellers learn each playbook as we build it, so the skills stay after we step back.
03
Growth is the only goal
Every program is judged on qualified pipeline and revenue in your business, not on activity or hours billed.
In-house figures use US national salary midpoints from the Robert Half 2027 Salary Guide; the VP or Head of Growth uses its VP of Marketing midpoint, and the single-hire bar is that salary plus benefits and recruiting. Benefits and payroll costs assume wages are 70% of total compensation (US Bureau of Labor Statistics, Employer Costs for Employee Compensation, June 2026). Recruiting fees assume a standard 20% contingency fee. Our fees depend on scope and typically come in about 75% below the in-house team.
Founder experience
J. Christopher Kenny founded Growth Marketing Partners after 20 years in B2B marketing, the most recent of them leading growth inside private equity and venture-backed companies where the targets were big and the board was watching.
That work has produced hundreds of millions of dollars in pipeline. Growth Marketing Partners puts the same senior playbook inside your team, without the cost or the wait of building it from scratch.
Connect on LinkedIn →20 years
in B2B marketing and growth, from first campaigns to running the growth function.
$100s of millions
in pipeline driven through positioning, programs and the operations behind them.
PE and VC
backed companies with aggressive growth targets and boards watching every quarter.
Experience built inside
Cardata · Jungle Scout · Digital Commerce Group · Cleo Robotics
Companies backed by investors including Summit Partners, Wavecrest Growth Partners, MassMutual Ventures and Techstars.
What we measure
Leads and clicks are inputs. These are the four numbers your board cares about, and the ones every engagement is built to move.
Metric
What the benchmarks say
What we usually change
Pipeline coverage
Most B2B software teams aim for 3 to 4 times the bookings target in open pipeline at the start of a quarter.
Channel mix, opportunity sources and stage definitions
Win rate
The median B2B software win rate is around 21% on qualified opportunities.
Segment focus, qualification and late-stage proof
CAC payback
Typical B2B SaaS payback sits between 17 and 25 months, depending on size.
Where spend goes, pricing and first-contract size
Activation
In one 2022 survey, 68% of European consumers had abandoned a financial application during onboarding.
Onboarding steps, first-deposit offers and early nudges
Sources: Gong and Ebsta/Pavilion win-rate data (2024), OpenView and SaaS Capital payback benchmarks (2024), SaaStr on pipeline coverage, Signicat's Battle to Onboard (2022). We set your own baseline from your data in the first three weeks.
We don't count leads. We count the pipeline your sales team accepts, and the revenue it turns into.
That's the number we put on the scorecard, and the one we expect to be judged on.
Next step
The diagnostic takes three weeks. You keep the plan whether or not we do the work.
