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Fractional CMO for B2B SaaS and Hospitality

Graystone Consulting is a fractional CMO and growth operations practice for B2B SaaS and hospitality brands doing $3M to $50M in revenue. We run marketing for founder-led companies that have outgrown random acts of marketing but are not ready for a full-time CMO.

Most fractional CMOs hand you a strategy deck and wish you luck. We diagnose what is broken, build the infrastructure, and execute. Campaigns live by Week 2. Full GTM audit in 30 days. Measurable pipeline impact by Month 2.

  • Min project size
    $5,000+
  • Hourly rate
    $200 - $300 / hr
  • Employees
    2 - 9
  • Locations
    Lexington, KY
  • Year founded
    Founded 2017

Overview by:

Reviewer avatar
Will Gray
Founder/Fractional CMO About the Team

1 Locations

  • Lexington , KY

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    Our Story

    Graystone was built to close the gap between strategy and execution. Most fractional CMOs sell decks and outsource the work. We own both, end to end.

    Our vision: the operating system for growth-stage B2B. Our mission: compress the timeline from hire to measurable pipeline, campaigns live by Week 2, not Week 8.

    Values: execution is the deliverable, direct over polite, built to transfer, operator fluency, AI-forward by default. Founder-led. Three to four clients at a time, by design.

    Meet the Team

    Will Gray

    Will GrayFounder/Fractional CMO

    Will Gray is the Founder of Graystone Consulting, a fractional CMO and growth ops practice for B2B SaaS and hospitality brands. $250M+ revenue influenced across his career, $5M+ via consulting since 2017. Based in Lexington, KY.

    What Sets Us Apart

    Execution by Week 2, Not Week 8

    Most fractional CMO engagements burn 60 to 90 days on discovery before anything ships. We run strategy and execution in parallel. Full GTM audit in 30 days, campaigns live by Week 2, measurable pipeline impact by Month 2. The Growth Operating System is how we compress the timeline without cutting co

    Founder-Led, No Account Manager Layer

    Every engagement is run directly by Will Gray, not handed off to a junior team. Three to four active clients at a time, by design. You get operator-level fluency across paid media, lifecycle, analytics, and GTM strategy, without the agency overhead, markup, or translation loss between strategist and

    Built to Transfer, Not Create Dependency

    Everything we build is documented and owned by you. Campaign structures, tracking infrastructure, SOPs, dashboards, hiring plans. When you are ready to bring marketing in-house, the system stays. We are not optimizing for retainer length. We are optimizing for your ability to outgrow us.

    Quick Facts

    9 years in business

    Tools and Technology

    Slack
    ClickUp
    Notion
    Airtable
    Google Drive
    Zapier
    1Password
    Google Docs
    Google Sheets
    GitHub
    Google Cloud Platform
    Looker

    Commonly Asked Questions

    Every engagement starts with a 30-Day GTM Diagnostic. Fixed fee of $7,500, with a $500K pipeline guarantee. In 30 days, we run a full audit of your ICP, channels, funnel, tech stack, and unit economics. We identify quick wins and ship them during the diagnostic window, so you are getting execution value from Week 1, not just analysis. After the Diagnostic, we scope an ongoing retainer based on what the audit surfaced. Two tiers: Growth Operating System (mid-tier, for companies that have marketing leadership but need operational horsepower) or Fractional CMO (full ownership of the marketing function). Retainer pricing is scoped per engagement, not quoted off a rate card.If the Diagnostic shows we are not the right fit, you keep the audit and the quick wins. No retainer pressure.

    Agencies sell execution capacity but lack strategic ownership. Solo fractional CMOs sell strategy but outsource or skip execution. We do both, end to end, under one accountable operator. Three practical differences: One, speed. Traditional fractional CMO engagements take 60 to 90 days before the first campaign is live. We ship in Week 2. We do this by running strategy and execution in parallel and using AI to compress the research and reporting work that usually eats the first month. Two, no handoff layer. Every engagement is run directly by Will Gray. No account managers, no junior executors, no translation loss between the person doing strategy and the person running campaigns. Three, built to transfer. Everything we build is documented and owned by you. When you are ready to bring marketing in-house, the system stays. We are not optimizing for retainer length.

    B2B SaaS and hospitality brands doing $3M to $50M in revenue. Typically founder-led, often post-first-marketing-hire, always at the stage where random acts of marketing have stopped working but a full-time CMO is still 12 to 24 months away. Common signals that we are a fit: You have product-market fit but paid media is underperforming or your funnel leaks without clear reasons. You have a marketing team or agency but no one owns the operating system behind them. You are planning to raise, sell, or scale into new markets and need GTM infrastructure that will hold up to diligence. You have tried a fractional CMO before and got decks instead of pipeline. We work with three to four clients at a time, by design. When capacity is full, we do not take new work.

    We commit to three measurable outcomes on every engagement: One, the Diagnostic carries a $500K pipeline guarantee. If the 30-day audit does not surface at least $500K in identified pipeline opportunity, we refund the fee. Two, campaigns live by Week 2. Not a pilot, not a test, live production campaigns against real budget. Three, measurable pipeline impact by Month 2. This is tracked against a baseline we establish during the Diagnostic, using attribution infrastructure we build in Phase 3. Beyond those commitments, success metrics are set per engagement: CAC, LTV, pipeline velocity, MQL to SQL conversion, paid media ROAS, retention, whatever matters to your model. We build the tracking infrastructure to measure them, then review weekly with you and quarterly with your board or leadership team. Career track record: $250M+ revenue influenced, $5M+ via consulting since 2017.

    Occasionally, but only when the underlying mechanics match. The Growth Operating System is channel-agnostic, the ICP filter is about company stage and operating model, not industry. We are a good fit if: you have a repeatable revenue motion (not pre-product-market-fit), you sell to a definable buyer (not a mass-market consumer impulse purchase), and your unit economics support paid acquisition or lifecycle-driven growth. We are not a fit for: pre-revenue startups, pure ecommerce plays under $3M, agencies or service businesses with fewer than 10 employees, or any engagement where the founder is not directly involved in marketing decisions. If you are outside our core verticals but think the mechanics fit, the Diagnostic is the right way to test it. $7,500 buys you a clear answer in 30 days.

    Locations (1)

    110 West Vine Street Lexington, KY, United States 40507

    1

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