Evidence-Based Fractional CMO
Marketing is a system.
Fix the system, fix your results.
Every marketing system runs on beliefs about what works.
Most were never checked against the evidence.
Every marketing system runs on beliefs about what works.
Most were never checked against the evidence.
Everyone promises special sauce. A few months in, the delivery never matches the promise, and the trust is gone.
Endless content and production, but little of it aimed at a business outcome, and no one can quite say what it's all for.
Every media channel pukes out digital KPIs by the second, and they rarely look bad. Even when the business measures don't agree.
It's six-year-old soccer: everyone clustered around the ball. No separation, no accountability, no cohesive way to go to market.
Sound familiar? We should talk →
Like medicine: do no harm first, then improve your odds. And because growth is a team sport, it coordinates the whole go-to-market effort, sales, marketing, and customer success, so you can push through the ceiling.
Category and buyer dynamics, category entry points, and competitor research.
Segmentation, targeting, and positioning. A clear map of where to play, and where not to.
Pricing, distribution, distinctive assets, and go-to-market across B2B and B2C.
Analysis, insights, and incrementality tests that prove what actually worked.
Each stage runs on a purpose-built AI system, from research to RFPs. Q-Stack installs in your own environment, so your team keeps running it without me.
My podcast on what actually works in marketing. Top 5% globally.
A fractional CMO is an experienced marketing leader who sets your strategy and runs your marketing part-time, without the cost of a full-time executive hire. At Quatical, Marc Binkley embeds with your team, sets the strategy, and coordinates marketing, sales, and customer success, then installs a system your team keeps running after the engagement.
Evidence-based marketing builds your marketing on proven patterns of how buyers actually behave, tested and replicated across categories, countries, and decades, instead of on opinion or whatever is easiest to measure. It draws on research from the Ehrenberg-Bass Institute, Byron Sharp's How Brands Grow, and Binet and Field's analysis of the IPA databank. Data is for diagnosis; evidence is for decisions.
Marc Binkley is the founder of Quatical and a fractional CMO based in Calgary, Alberta. He has spent 25 years across pharma, agency, Canadian Tire, and B2B SaaS, is President of the Calgary Marketing Association, and co-hosts The Sleeping Barber, a top 5% global marketing podcast. He also contributes marketing-effectiveness writing to WARC.
Quatical works on retainer with founders, executive teams, and CMOs at mid-market B2B and B2C companies, often where the CEO or founder is leading marketing without a senior marketing hire, or where an existing CMO needs senior capacity. Clients span healthcare, retail, B2B technology, and telecom.
Quatical is based in Calgary, Alberta, Canada, and works with clients across North America.
An agency executes campaigns. A fractional CMO owns the strategy that decides which campaigns are worth running. Quatical diagnoses what is actually constraining growth, sets the plan against a business objective, and coordinates the whole go-to-market effort, then measures the result against revenue, profit, or share, not clicks.
Grab a time that works, or send a note and I'll come back to you. Thirty minutes, and if we're not a fit, I'll point you somewhere better.
