SAAS AND B2B SOFTWARE
Fractional CRO for SaaS and B2B Software Companies
A Fractional CRO for SaaS and B2B software aligns ICP, positioning, pipeline, sales execution, RevOps, customer expansion, and forecasting without forcing an early full-time CRO hire.
WHO IT IS FOR
Which companies are the best fit?
Founder-led, venture-backed, private-equity-owned, or established software companies with product evidence but inconsistent commercial repeatability.
EXPECTED RESULT
What should leadership expect?
A more focused GTM thesis, cleaner revenue evidence, and a repeatable cadence connecting acquisition, conversion, delivery, retention, and expansion.
OPERATING PRESSURES
Where does software growth usually lose coherence?
- The ICP expands faster than the product can serve it
- Pipeline volume grows while win rate and sales velocity weaken
- Marketing, sales, product, and customer success use different customer evidence
- AI features or GTM tools are launched without adoption, risk, or revenue criteria
MANDATE
What changes inside the revenue system?
- Segment the market by pain, buying process, economics, and product readiness
- Rebuild stage definitions, qualification, forecast evidence, and inspection cadence
- Connect pricing, packaging, onboarding, retention, and expansion signals
- Prioritize AI use cases around measurable seller, customer, and management workflows
FIRST 90 DAYS
A sector-specific operating sequence
- Audit ICP evidence, funnel cohorts, win-loss patterns, CRM stages, retention, and forecast behavior
- Map the buying committee, product handoffs, implementation friction, and revenue definitions
- Agree with the CEO and board on the one or two constraints that matter most
- Narrow ICP and value propositions by segment
- Install pipeline and forecast governance with explicit evidence rules
- Align sales, marketing, product, and customer success around shared lifecycle metrics
- Run the new cadence across real deals and customer cohorts
- Test pricing, channel, expansion, or AI workflow hypotheses with defined measures
- Transfer dashboards, playbooks, and ownership to internal leaders
METRICS
Which indicators should move?
- ARR and qualified pipeline
- Net revenue retention
- Win rate by segment
- Sales-cycle length
- CAC payback and gross margin
- Time to first customer value
ENGAGEMENT FIT
Who should not hire this service?
Not a fit for a company that still lacks a usable product, has no access to customer or funnel evidence, or wants an executive to compensate for unresolved product-market fit with more sales activity.
Scope boundary: Andre owns the commercial operating model and AI revenue decisions. Product architecture, cybersecurity certification, and legal compliance remain with the accountable technical and legal leaders.
OPERATING AUTHORITY
What evidence supports Andre’s approach?
Andre Magrini led the AGI Brazil operation as it scaled from approximately $35M to more than $150M in revenue through commercial organization, channel execution, management cadence, and P&L accountability. This is historical operating context, not a promise of future performance.
Read the documented AGI operating caseFAQ
Questions buyers ask before engaging
When should a SaaS company hire a Fractional CRO?
When founder-led selling has stopped scaling, the funnel is difficult to explain, forecast confidence is low, or the company needs senior leadership before a permanent CRO role is justified.
Can a Fractional CRO improve net revenue retention?
The CRO can align qualification, promise quality, onboarding, adoption, account risk, and expansion ownership. Retention results still depend on product value, service delivery, and customer conditions.
Does the work include product-led growth?
It can. The diagnostic determines whether self-serve, product-led sales, enterprise sales, partners, or a hybrid motion fits the product, customer, economics, and buying process.
RELATED GUIDES
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SOURCES AND CONTEXT
Reference material
Diagnose the operating constraint before choosing the solution.
Start with the revenue fingerprint, evidence, and decision rights.
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