Your launches are flopping. Fix your messaging.

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You've built an amazing product but nobody understands what it does. Your launches generate buzz for a week then disappear. Sales complains that prospects don't get the value prop. Marketing creates beautiful campaigns that don't convert. And your competitors are stealing market share with inferior products but better positioning.

The problem isn't your product—it's your product marketing. You need someone who can translate features into benefits, identify your real competitors, and create messaging that makes buyers say "shut up and take my money."

Enter fractional Heads of Product Marketing: positioning experts who've launched products that dominate categories and create new markets.

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What a Fractional Head of Product Marketing Actually Does

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Our fractional product marketing leaders aren't copywriters with fancy titles. They're strategic positioning experts who:

• Define market positioning that differentiates you from every competitor
• Create messaging frameworks that sales teams can actually use to close deals
• Design go-to-market strategies for product launches that drive adoption
• Conduct competitive intelligence that reveals market opportunities
• Build customer personas based on real buyer behaviour, not demographics
• Develop pricing strategies that maximise revenue while driving adoption
• Create sales enablement that turns features into compelling value propositions
• Design product launch campaigns that generate pipeline, not just awareness
• Implement customer research that reveals what buyers actually care about
• Optimise conversion funnels from awareness to purchase decision

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When You Actually Need a Fractional Head of Product Marketing

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You're ready if:

• Your sales team struggles to explain why prospects should choose you
• Product launches generate awareness but not revenue
• You're competing on price because you can't articulate unique value
• Marketing and sales aren't aligned on messaging and positioning
• You're launching new products or entering new markets
• Customer feedback suggests confusion about your value proposition

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You're not ready if:

• You're still building your MVP and validating core product assumptions
• You have strong product marketing leadership that just needs more resources
• Your main challenge is product development, not market adoption
• You're pre-revenue and still figuring out basic product-market fit

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What This Actually Costs

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• ‍Typical Engagement: 2-3 days per week, $1,000-$2,000/day depending on experience
• ‍Sweet Spot: $6K-15K monthly vs. $25K+ for a full-time Head of Product Marketing
• ‍ROI Timeline: Messaging improvements typically visible within 30-60 days
• vs FTE: A full-time Head of Product Marketing costs $180K-320K+ plus equity. Most companies see improved conversion rates within the first quarter.

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Real Problems Fractional Heads of Product Marketing Solve

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• ‍"Our sales team can't explain why we're better than competitors" A fractional Head of PMM researches the competitive landscape, identifies true differentiation, and creates battle cards that help sales win deals.
• ‍"Product launches create buzz but don't drive sales" They design launch strategies focused on revenue outcomes, not just awareness metrics, with proper sales enablement and conversion tracking.
• ‍"We're stuck competing on price" They develop value-based positioning, identify underserved market segments, and create messaging that justifies premium pricing.
• ‍"Marketing generates leads but they don't convert" They align marketing messages with sales conversations, optimize the handoff process, and ensure consistent value propositions throughout the funnel.

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Common Engagement Types

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• ‍The Positioning Overhaul (6-9 months): Your messaging is confusing and competitors are winning deals. They research the market, redefine positioning, and create messaging that resonates with buyers.‍
• The Go-to-Market Launch (3-6 months): You're launching new products or entering new markets. They develop launch strategies, messaging, and sales enablement that drive immediate adoption.
• ‍The Competitive Response (3-6 months): New competitors are stealing market share. They analyse the competitive landscape, develop differentiation strategies, and create messaging that wins competitive deals.
• ‍The Sales Enablement Build (6-12 months): Your sales team needs better tools and messaging. They create battle cards, objection handling guides, and presentation templates that increase win rates.

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Why Shepherd Product Marketing Leaders Drive Revenue

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• ‍They're revenue-focused strategists: Our product marketing leaders measure success by pipeline generation and deal velocity, not just brand awareness.
• ‍They're obsessed with buyer psychology: They know how buyers make decisions and create messaging that moves people through purchase processes.
• ‍They're positioning experts: They've launched products in crowded markets and know how to find differentiation that matters to buyers.
• ‍They bridge product and sales: They translate technical features into business value and create tools that help sales teams close deals.

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Typical Engagement Timeline

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Most engagements run 6-18 months, with many continuing as ongoing launch and positioning advisors. Here's what a typical engagement look like: 

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• ‍Month 1: Market research and competitive analysis
• ‍Month 2-3: Messaging development and positioning strategy
• ‍Month 3-6: Go-to-market execution and sales enablement
• ‍Month 6+: Strategic product marketing leadership and launch optimisation

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