Listen & diagnose
Look under the hood.
Understand the customer journey, sales data, marketing, and RevOps setup before prescribing a fix.
Fractional CMO + GTM leadership for B2B SaaS
A CLEARER WAY
TO GROW.
I’m Brit Zandbergen-Karel, a fractional CMO and Chief Go-To-Market Officer. I work with growth-stage founders to turn go-to-market complexity into a plan their teams can execute.
Talk through your next stage
Experience inside growth-stage teams
Coterie InsuranceLASSO WorkforceIDologyMFG.comSMB.co
The work behind growth
Growth stalls in the handoffs.
A new campaign can't solve a sales handoff problem. A new CRM can't fix unclear positioning.
When the parts of go-to-market work against each other, more activity rarely helps. The job is to see where momentum breaks, set a clear direction, and make the pieces work together.
That is the work I do with founders and their teams. Practical leadership, close to the decisions and the people responsible for carrying them out.
Positioning
Marketing
Sales
RevOps
Product
Customer
Ways to work together
Senior leadership.
In the work.
Bring in the support your business needs now, from embedded GTM leadership to a focused answer on a specific challenge.
01
Fractional Chief Go-To-Market Officer
End-to-end GTM architecture, growth planning, executive leadership, and alignment across marketing, sales, RevOps, and product.
02GTM Foundation & Implementation
CRM architecture and optimization, clear process documentation, aligned data, and a tech stack your team can actually use.
03Fractional CMO & Growth Strategy
Positioning, messaging, demand generation, content and SEO, product marketing, and building the marketing team around the work.
04GTM Advisory
A strategic sounding board for founders, a practical GTM diagnostic, or focused support for a specific challenge.
05AI-Powered GTM & Workflow Implementation
Practical AI readiness, workflow design, tool selection, and adoption for revenue teams, with human judgment built in.
A useful way forward
Listen. Align.
Build to last.
No deck handoff and disappearance. We get clear on the real questions, then build alongside your team.
Define the engine
Get clear on the hard things.
Who are you selling to? How do they buy? Where can AI accelerate, and where does human judgment matter most?
Build & transfer
Make the team stronger.
Build systems and habits together, then leave documented processes your organization can run independently.
About Brit
A little about me
“I've spent my career helping companies figure out how to grow.”
For 20+ years, I've sat alongside founders and executive teams at growth-stage B2B SaaS and technology companies. My work evolved beyond Fractional CMO because the challenges I was solving reached across the whole go-to-market.
I've led marketing at Coterie Insurance, LASSO Workforce, IDology, and MFG.com, and co-founded SMB.co and ViaNova Hospitality. I've seen what scales and what breaks, from inside the work.
Now, as AI reshapes how companies sell, market, and grow, I help teams cut through the noise and implement it strategically, with the human perspective no AI can replace.
Founder experienceSMB.coViaNova Hospitality
How I think about the work
Clear-eyed.
Useful.
Revenue is a company problem.
Systems should be used, not admired.
Brand is how you act.
Strategy without execution is useless.
Simplicity scales. Complexity breaks.
Common questions
Fractional leadership, explained.
What does a fractional Chief Go-To-Market Officer do?
A fractional Chief Go-To-Market Officer provides part-time executive leadership across the revenue system. Brit helps align marketing, sales, RevOps, and product around a shared growth plan, operating processes, and measurable business priorities.
How is a fractional GTM leader different from a fractional CMO?
A fractional CMO focuses on marketing leadership, including positioning, demand generation, content, and team development. A fractional GTM leader works across the broader go-to-market system, including sales alignment, revenue operations, and growth planning. Brit offers both, depending on the business need.
Who is this support a good fit for?
Brit works with growth-stage B2B SaaS and technology companies that need experienced leadership and hands-on implementation. Typical needs include clarifying positioning, improving sales and marketing alignment, strengthening CRM processes, or preparing the revenue system for a new stage of growth.
Can Brit help implement AI in marketing and sales?
Yes. Brit's AI support includes readiness assessments, workflow design, implementation, and team enablement. The focus is on practical business value, with human judgment and review built into the process, rather than adopting tools without a clear operating plan.
How do we start working together?
Connect with Brit on LinkedIn to discuss your business, current growth challenges, and where leadership or implementation support would help. Engagement scope is shaped around the company's needs rather than a one-size-fits-all package.
Start with a conversation
What are you trying to make work?
Tell me where growth is getting stuck and what you want to achieve next.