Fractional CMO for B2B Retail Tech

The Сlient

The client is a major Ukrainian retail technology software company providing B2B solutions to leading retail chains (including top Ukrainian grocery and pharmacy retailers). Their product portfolio covers 5 solutions:

• eAktsyz — electronic excise marks system; critical compliance solution for Ukrainian retail under new regulatory requirements effective January 2026

• Standard Audit File Text system for electronic accounting reporting (regulatory requirement)

• Self-Checkout Solution — in-store self-service payment terminals

• Scan & GO — mobile scan-and-pay technology for shoppers

The Gap:

Despite having a mature product suite and established enterprise clients, the company had no systematic marketing function.

Key pain points identified during discovery:

• AI visibility was at zero — 0 citations in ChatGPT, Perplexity, Gemini, Copilot across all brand and product queries

• No structured GTM playbooks per product — each launch ad hoc

• Minimal sales collateral — no standardized pitch decks, case studies, or demo assets

• No employer brand strategy despite active hiring needs in a competitive tech talent market

• Conference and media presence was reactive, not strategic

Go Global's Proposed Engagement (Fractional CMO Model):

Rather than a one-off consulting engagement, Go Global proposed embedding as a Fractional CMO — strategic leadership + execution.

The scope across 5 directions:

1. Marketing, Product & Business Strategy 

Full GTM strategy per product with prioritization around regulatory windows (eAktsyz and SAF-T had near-term compliance deadlines creating natural market demand). Competitive positioning, ICP definition for each product, messaging hierarchy, and a unified corporate narrative tying 5 products into one coherent brand story.

2. Sales Enablement 

Building the full sales asset library from scratch: product pitch decks (per solution and bundled), case study development framework, email templates for outreach and nurture sequences, objection handling guide, ROI calculator for Self-Checkout and Scan&GO, and demo scripts. 

Goal: reduce time-to-proposal for the sales team.

3. Employer Brand 

Strategy covering both internal (EVP articulation, onboarding and culture narrative, internal pride content) and external (LinkedIn company page optimization, "life at [company]" content program, job posting language, referral program visibility). LinkedIn advocacy activation for key leaders and product managers. Integration with recruitment transparency to build trust with tech candidates.

4. Events & Conferences 

Annual events calendar aligned to retail and fintech conference season. Speaking opportunity pitching for founders/CPO. Co-branded client success showcase events. Webinar series for regulatory topics (eAktsyz compliance — a natural hook for warm prospects). Partner ecosystem activation through joint events.

5. PR & Communication

PR strategy for retail industry publications + tech media in Ukraine. Product PR around new launches tied to regulatory milestones. Awards program (retail innovation, tech company). Crisis communications framework. Thought leadership content pipeline for founders.

AEO / AI Visibility was a separate strategic priority: given zero AI citations baseline, Go Global outlined a structured AEO program — schema markup, structured Q&A content, knowledge graph entity establishment — to ensure the company's products appear when retailers search AI assistants for compliance solutions.

At Go Global we are on a mission to make businesses effective in reaching business expansion targets.

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