Sasha Crawford

Fractional and Senior B2B Marketing Leader

I tend to get called in when marketing and revenue aren't having the same conversation.

Sasha Crawford. Senior B2B marketing leadership, embedded into your business. Strategy, alignment and hands-on execution until it works.

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Trusted by and worked with

FreeAgent · NatWest Group
InMoment
Revenue Rhino
Whyte & Mackay
Mövenpick · Accor
TS Europe

Sound familiar?

Most B2B marketing problems are the same problem.

I've run marketing for startups, scale-ups, and global brands. The brief is almost always the same: make it work faster.

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That usually means coming in at a senior level, getting clear on what the business actually needs, and building or fixing the engine that connects marketing activity to revenue.

I've done it across EMEA, North America, and APAC, in B2B SaaS, fintech, professional services, and hospitality. The sector changes. The fundamentals don't.

£1.1M generated in qualified pipeline from a single event campaign at InMoment. 230% inbound lead growth and 310% ARR growth at HostPro. 30% CAC reduction across Revenue Rhino's B2B North American portfolio.

£1.1M
Generated in qualified pipeline from a single event campaign at InMoment
230%
Inbound lead growth over four years at HostPro Philippines
30%
CAC reduction across Revenue Rhino's B2B North American portfolio
17+
Years across EMEA, North America, and APAC

The framework

Revenue Aligned Marketing™

Most B2B marketing fails before a single campaign goes live. Not because the marketing is bad, but because marketing and revenue are treated as separate functions. RAM fixes that at the root.

R
Reveal
Before anything is built or changed, we audit what's actually there. Not just the marketing stack but the full cross-functional workflow between marketing, sales, product, and ops. Where do KPIs converge? Where do they diverge? What's missing entirely?
A
Align
Close the gaps. Align marketing and sales around a single shared goal and make sure every metric, every campaign, and every workflow is pulling in the same direction. One unified system where if sales wins, marketing wins.
M
Momentum
Strategy without execution is just a document. RAM doesn't stop at the plan. It embeds into the business, hands-on alongside the team, building, testing, and optimising until revenue-first marketing becomes the default way the business operates.
Learn more about the RAM Framework

RAM™ Revenue Aligned Marketing · Sasha Crawford · Scrawford Co

Why me

Not an agency. Not a fractional CMO. Not a junior hire. Not a full-time overhead.

The agency problem
They optimise for activity, not revenue.
Agencies measure success in impressions, click-through rates, and reach. None of those metrics move your revenue board. You get a report at the end of the month and a bill that doesn't match the results.
The junior hire problem
You have execution. You don't have direction.
A junior marketer or full stack marketer can work across functions and keep things moving. But without senior strategic leadership behind them, they're executing in the wrong direction. Busy isn't the same as effective.
The fractional CMO problem
They hand you a strategy and leave.
Most fractional CMOs operate at the strategic level only. You still need a team in place to execute their direction. Without that, the plan sits in a deck and nothing moves.
The full-time hire problem
The overhead before the output.
A full-time CMO costs £120K or more before you've seen a single result. For a growing B2B company, that's a significant bet at the wrong stage of the journey.

I bring CMO-level strategy and hands-on involvement in the work — aligned to revenue from day one. No team required to execute my direction. No vanity metrics. No decks that gather dust.

How we work together

Three situations. One solution.

01
No senior marketing leadership
You need senior marketing leadership without a full-time hire. I come in as your fractional Head of Marketing or CMO, embedded, ongoing, and revenue-first from day one.
02
Marketing that isn't working
Audit, align, and fix. Defined scope, clear deliverables, measurable outcomes every quarter. Built around the RAM framework from the ground up.
03
A specific growth challenge
Pipeline, launch, rebrand, demand generation. A defined engagement with clear outcomes. I own it end to end, strategy through to execution.

What people say

In their words.

"Sasha is one of those rare marketing leaders who combines deep strategic capability with an infectious energy that elevates every team she's part of."

Emma Hodgetts
VP Customer Success EMEA, PG Forsta

"Sasha has successfully led many key initiatives across multiple time zones, managed complex projects, and worked seamlessly with team members and customers. Any organization would be lucky to have her."

Brad Hammond
Founder and CEO, Revenue Rhino

"Sasha approaches every project with enthusiasm, professionalism, and a true get-it-done attitude. Sasha isn't afraid to dive in, ask questions, and take initiative."

Chelcea Fowler
Marketing Director North America, InMoment

Common questions

Answered plainly.

What is Revenue Aligned Marketing?
RAM is a three-stage methodology — Reveal, Align, Momentum — that connects every marketing decision directly to revenue. It closes the gap between marketing and sales by aligning both functions around shared goals, shared metrics, and a single definition of success.
How does fractional marketing leadership work?
You get senior marketing leadership embedded into your business without the cost or commitment of a full-time hire. Typically structured as a set number of days per week or month, with a clear focus on strategy, hands-on involvement, and measurable commercial outcomes.
What makes Sasha Crawford different from other fractional marketing leaders?
Most fractional CMOs operate at the strategic level only — you still need a team to execute their direction. Sasha brings CMO-level strategy and hands-on involvement in one embedded resource. KPIs are aligned to revenue from day one — pipeline, CAC, conversion, ARR — not impressions or click-through rates. No team required. No gap between strategy and delivery.
What's the difference between hiring Sasha and hiring an agency?
An agency is accountable for delivering campaigns and reporting on activity metrics — impressions, clicks, reach. Sasha is accountable for commercial outcomes — pipeline, CAC reduction, and ARR growth. Agencies optimise for activity. Sasha optimises for revenue. One is an external supplier. The other is embedded senior leadership with skin in the game.

If your marketing and revenue
aren't aligned, let's fix that.

Book a 30-minute discovery call. No pitch. No commitment. Just a conversation.

Book a discovery call Prefer to email? sasha@scrawfordco.com