Fractional CMO for health tech B2B SaaS companies ready to turn traction into predictable pipeline and revenue. I work with founders and executive teams to clarify positioning, build demand, and align marketing and sales so commercialization actually drives growth.
Most companies don’t need a full-time CMO but they do need the right leadership when go-to-market and commercialization start to evolve.​
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These are the most common inflection points I see when growth slows, complexity increases, and execution breaks down.
Post-Funding Reality Check
You raised capital. Expectations rise. GTM pressure accelerate.
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From Scrappy to Scalable
Founder-led selling and ad-hoc execution stop working. You need structure.
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Board and Investor Visibility
Your growth story must hold up under scrutiny and tie directly to revenue.
Major Product or Platform Launch
You’re shipping something big. It needs to translate into pipeline and revenue.
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New Market or ICP Expansion
Your product evolved but your GTM and positioning haven't caught up.
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Demand Isn’t Converting
​Pipeline exists but it's not driving close rates or converting in to revenue.
Post-Merger Commercial Reset
Multiple products now need unified positioning, packaging, and pricing
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Go-To-Market Misalignment
Sales, marketing, and product aren’t aligned on how revenue is generated.
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Pricing and Packaging Reset
Your offer structure no longer reflects buyer value or how deals actually close.
With 30+ years of experience, I bring structure, clarity, and commercial focus to complex health tech products and diverse markets.
PLATFORMS
​​Revenue Cycle Management
Complex buyer groups, long sales cycles, and value tied directly to financial outcomes.​
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EHR
Highly integrated platforms requiring clear positioning and coordinated enterprise go-to-market.
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​Patient Access
Front-door healthcare systems spanning scheduling, intake, and eligibility—requiring alignment across clinical, operational, and financial stakeholders.
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​​AI and Data Platforms
Emerging categories where trust, positioning, and commercialization drive adoption.
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MARKET + CARE SETTINGS
Physicians and Specialty Practices
Independent and group practices with workflow-driven adoption and clear ROI requirements.
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Hospitals and Health Systems
Complex enterprises with multi-stakeholder buying, long sales cycles, and operational alignment needs.
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Payers and Risk-Based Organizations
Organizations accountable for cost and outcomes, where value-based positioning and proof are critical.
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Digital Health and Employer Channels
Technology-enabled solutions sold through employers, digital platforms, and alternative care models.​​
Senior leadership to align pricing, packaging, and revenue models with how your product is bought and scaled.
How your product is packaged, priced, and monetized directly impacts pipeline and revenue. I align pricing, packaging, and expansion paths so go-to-market converts and growth scales.
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Subscription
Recurring revenue tied to adoption and expansion.
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Usage-Based
Revenue driven by transactions and utilization.
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Risk-Based and Value-Based
Revenue tied to outcomes and performance.
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Hybrid Models
Combining models to align with complex buyer needs.
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The right revenue architecture accelerates growth.
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Expansion and Monetization Levers
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Upsells and tiered packaging
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Add-ons and modular pricing
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Expansion paths tied to adoption
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Pricing aligned to how deals actually grow
A senior-led approach built for speed and commercial impact focused on pipeline, conversion, and revenue.
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01 | Diagnose
Identify what’s actually blocking growth GTM gaps, positioning breakdowns, and stalled pipeline.
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02 | Prioritize
Focus on the highest-leverage work that will drive pipeline, conversion, and revenue fastest.
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03 | Execute + Align
Deliver sales-ready positioning, messaging, and GTM execution aligning marketing and sales around how revenue actually happens.​​​​​
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The result: Clear positioning. Faster execution. Stronger revenue performance.​
Flexible engagements designed to fix go-to-market, commercialization, and revenue based on where you are and what’s breaking.
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​Designed for companies at inflection points—not incremental optimization.
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Senior leadership without full-time overhead.
Embedded senior leadership across go-to-market and commercialization focused on building pipeline, improving conversion, and driving revenue.
Fractional CMO
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GTM + Commercialization
Focused, high-impact work to fix positioning, launches, pricing, and GTM execution directly tied to pipeline and revenue outcomes.
Execution on the highest-priority growth levers.
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Diagnostic-Led Engagements
A focused GTM and commercialization diagnostic to identify what’s blocking pipeline, conversion, and revenue then move directly into execution.
Clarity first. Then execution that drives results.
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Julie Spence is a Fractional CMO specializing in go-to-market, demand generation, and commercialization for health tech B2B SaaS companies.
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With 30+ years of experience, she has led marketing and revenue initiatives for companies ranging from early-stage startups to large-scale enterprises, including dozens of multimillion-dollar product launches.
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Her work focuses on aligning positioning, go-to-market strategy, and commercialization to drive pipeline, improve conversion, and accelerate revenue growth in complex healthcare markets.
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If growth feels inconsistent, it’s usually not a marketing problem -- it’s go-to-market and commercialization.
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I work with health tech companies to identify what’s breaking down, prioritize what matters most, and build a path to predictable pipeline and revenue.