Walt Yates
FRACTIONAL CRO/CMO FOR COMPLEX, MULTI-PRODUCT B2B COMPANIES
Growth is harder and more expensive than it should be.
Walt Yates fixes that.
Walt Yates brings 20 years of senior revenue leadership to $5M–$150M companies with complex sales environments, aligning marketing, sales, and data into a single revenue system that drives predictable, measurable growth.
SOUND FAMILIAR?
You have multiple products, multiple customer types, and a team that's working hard. But somewhere between marketing, sales, and your CRM, the revenue picture breaks down. Nobody owns the whole thing. And growth keeps getting more expensive instead of more efficient.
- You have multiple lines of business, and nobody owns the full revenue picture
- Sales and marketing aren't aligned on pipeline definitions, stages, or follow-up
- CRM data is a mess, attribution is debated, and forecasting feels more political than analytical
- You keep adding tools and nothing gets simpler
- You want to use AI, but you're worried about bad data, compliance risk, and adoption
- You're in a regulated space, so you move more slowly and it's costing you growth
- You're spending on marketing and can't clearly connect it to revenue
"We keep adding tools and headcount, and growth is still harder than it should be."
That's the revenue leak. And it's exactly what Walt Yates is ready to find and fix.
What a fractional CRO/CMO actually does for you
A marketing agency runs campaigns. A CRM consultant configures software. A fractional CRO/CMO owns the entire revenue system, from positioning and audience segmentation through demand generation, pipeline, conversion, lifecycle email, and performance analytics.
Walt Yates has directed over $500 million in digital ad spend and generated more than $2 billion in revenue for startups and national brands, including Cabela's, NBC, QVC, Re/Max, Prudential, and Ramsey. He has led marketing and sales teams, managed P&Ls, operated as a private equity partner, and brokered strategic partnerships with Google, Pfizer, Home Depot, and Microsoft.
Finds and Fixes Revenue Leaks
A complete view of where growth is breaking down across your funnel, so you can eliminate inefficiencies and unlock measurable performance gains.
Aligns Your Revenue System
Marketing, sales, CRM, and data working from the same playbook with clear pipeline and lifecycle definitions that make forecasting reliable and execution consistent.
Builds a Scalable Growth Engine
Connected demand generation, conversion, and lifecycle systems, powered by actionable dashboards and smart AI/data governance, to drive predictable, compounding growth.
This is built for a specific kind of company
Walt works with companies navigating multi-variable revenue problems:
- $5M–$150M in revenue
- Multiple products, multiple customer types, or multiple channels
- Sales and marketing misaligned on definitions, pipeline stages, or follow-up
- CRM and data that aren't driving decisions the way they should
- At least one serious constraint, regulatory environment, data risk, or operational bottlenecks
- Leaders who are ready to instrument data, change process, and build toward a system
What You Can Expect
Weeks 1–3
We map the leaks, uncover alignment gaps, and identify the highest-impact opportunities across your funnel, delivering a clear roadmap and a focused 90-day plan.
After 60 Days
We implement the foundation - pipeline definitions, lifecycle stages, dashboards, and team handoffs so marketing, sales, and CRM operate from a single, aligned system.
90 - 180 Days
Growth initiatives go live, pipeline builds, and the system starts compounding, improving attribution, strengthening forecasting, and turning growth into something predictable.
Why Not Just Hire A head of marketing?
A head of marketing owns one lane. Walt owns the revenue system.
The problems that make growth expensive at this stage aren't marketing problems or sales problems. They're alignment problems - between teams, between data, between the tools everyone agreed to buy and the way the business actually runs.
Walt has operated across the entire revenue function at the VP and President level. He connects marketing to sales operations, CRM to data governance, demand generation to lifecycle and retention. And he brings the domain depth to do it in regulated, multi-sided businesses where a generalist would get stuck.
need quote
need quote
Choose the level of leadership your business needs right now
Whether you need a clear diagnosis before you commit or ongoing senior revenue leadership embedded in your team, there's an engagement built for your stage.
90-Day GTM Operating System Sprint
For companies ready to build the operational infrastructure for repeatable revenue growth. This sprint ships the systems, pipeline definitions, lifecycle stages, dashboards, team handoffs, and governance, plus two to three live growth plays running by day 90.
What you get
- Lifecycle and pipeline definitions that align marketing and sales on a single source of truth
- CRM and data governance framework - clean data, reliable attribution, actionable reporting
- Performance dashboards that translate metrics into decisions leaders can act on
- Defined team handoffs so nothing falls through between marketing, sales, and customer success
- AI workflow integration where it reduces risk and accelerates results
- Two to three shipped growth plays generating measurable pipeline by day 90
Fractional CRO/CMO
1 day per weekFor companies serious about transforming their revenue system over time. Walt takes ownership of outcomes, not just strategy. He runs the cadence, directs the team, and builds the revenue infrastructure that makes growth predictable, defensible, and scalable.
This is the engagement for companies that want 30%+ year-over-year growth and are ready to build the system that makes it repeatable.
What you get
- Full ownership of the revenue function — marketing, sales alignment, CRM, and data
- Weekly revenue cadence with leadership — agenda, metrics, decisions, and accountability
- Ongoing management and direction of internal marketing and sales teams
- Demand generation, lifecycle email, and performance analytics operating as a connected system
- Proactive identification and elimination of revenue leaks across the funnel
- Regulatory and data risk management built into every growth initiative
- Reporting that connects marketing activity to pipeline, revenue, and ROI — clearly
- A revenue system that outlasts the engagement — built to run without a fractional leader
?
2 days per week?
Ready to turn your revenue system into a growth engine?
Start with a 30-minute discovery call. No pitch, no pressure, just a clear picture of where your revenue is leaking and what it would take to fix it.