CMO at Apizee

Charles KERGARAVAT

Kirsty Jagielko

Fractional CMO | Helping B2B teams turn positioning & GTM into revenue outcomes

I help scaling B2B businesses 𝗴𝗼 𝘁𝗼 𝗺𝗮𝗿𝗸𝗲𝘁 𝘄𝗶𝘁𝗵 𝗶𝗺𝗽𝗮𝗰𝘁. I shift the narrative from feature to value led, aligning teams around how buyers really decide. I’ve driven 33% YoY ARR growth in tech-led businesses and 110%+ of revenue targets on new product launches. Alongside other clients, I currently work as Fractional CMO at Archangel Cloud.
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𝐈’𝐯𝐞 𝐛𝐞𝐞𝐧 𝐰𝐡𝐞𝐫𝐞 𝐲𝐨𝐮 𝐚𝐫𝐞. I’ve launched new products, scaled growing businesses, and worked through periods where traction didn’t come easily. I know that clear positioning and a joined-up sales and marketing approach isn’t a “nice to have”. It’s what sustains growth.

I bring the strategic oversight and commercial accountability of a full-time leader, without the long-term overhead.
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𝐖𝐡𝐚𝐭 𝐈 𝐝𝐨⁣. I provide go-to-market strategy and Fractional CMO leadership to help you:⁣
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- 𝗗𝗿𝗶𝘃𝗲 𝗽𝗿𝗲𝗱𝗶𝗰𝘁𝗮𝗯𝗹𝗲 𝗿𝗲𝘃𝗲𝗻𝘂𝗲: Build GTM strategies that support real sales cycles and move the needle.

- 𝗕𝗿𝗶𝗱𝗴𝗲 𝘁𝗵𝗲 𝘃𝗮𝗹𝘂𝗲 𝗴𝗮𝗽: Clarify positioning and ICP so your message lands with multiple stakeholders and buying groups.

- 𝗔𝗹𝗶𝗴𝗻 𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗶𝗮𝗹 𝘁𝗲𝗮𝗺𝘀: Get sales, marketing and customer success working from the same playbook and reduce revenue leaks.

- 𝗕𝘂𝗶𝗹𝗱 𝘀𝗰𝗮𝗹𝗮𝗯𝗹𝗲 𝗳𝘂𝗻𝗰𝘁𝗶𝗼𝗻𝘀: Lead and shape marketing with senior judgement as you grow.
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𝗪𝐡𝐨 𝐈 𝐖𝐨𝐫𝐤 𝐖𝐢𝐭𝐡. I partner with scaling B2B businesses, from early-stage teams through to established SMEs. Many operate in tech-led or service-based models with complex decision-making and long sales cycles.

Alongside fractional roles, I also advise a small number of early-stage founders on shaping propositions that can gain early traction.
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𝐇𝐨𝐰 𝐈 𝐖𝐨𝐫𝐤. I operate as a strategic partner through a structured process:

- 𝗗𝗶𝘀𝗰𝗼𝘃𝗲𝗿𝘆 & 𝗱𝗶𝗮𝗴𝗻𝗼𝘀𝗶𝘀: Identify friction in your current GTM.

- 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 & 𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴: Sharpen the narrative so it works across buying groups.

- 𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗶𝗮𝗹 𝗮𝗹𝗶𝗴𝗻𝗺𝗲𝗻𝘁: Align sales and marketing around shared priorities.

- 𝗙𝗿𝗮𝗰𝘁𝗶𝗼𝗻𝗮𝗹 𝗹𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽: Ongoing oversight, decision support and accountability.
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𝗪𝐡𝐲 𝐌𝐞 “Kirsty had only just heard of us yet she said a couple of things that really made me think... Really smart analysis and some clear, practical recommendations for both quick wins and longer-term, strategic actions.” 𝗥𝗼𝗯 𝗕𝗿𝗼𝘂𝗴𝗵𝗮𝗺, 𝗕𝗿𝗮𝗶𝗱𝗲𝗱 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻
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𝐆𝐞𝐭 𝐢𝐧 𝐭𝐨𝐮𝐜𝐡. DM me or book a call with my proflile link.⁣

Marketing Director

Sometimes you need to take time out to focus on learning.


And yesterday I did just that! SilverCloud absolutely nailed it yet again.

Their Agentic 26 conference was absolutely spot on.

The content resonated whether you were techy nor not. 

The insights were terrifying and captivating.

The speakers were 💯 

Mark Gibson never disappoints. His intro positioned the day ahead so well - all views welcome - no right or wrong opinions. The shift from worrying about AI replacing our jobs to focusing on maximising how people and AI work together made a lot of sense.

Next up David Nelson brought to life building an AI Agent in real time. Great insights into prompting well and how simple it actually is to start. Can't wait to try out Morag to drill back into key insights from the day! What a smart way to showcase a practical use of an Agentic AI.

Gary Crawford from Owendale Advisory was a standout speaker for me. Bringing to life how AI is helping humans solve real world issues caused by cognitive overheads (my new favourite phrase!) helped the room understand real world applications beyond AI slop.

Geoff Todd from Farsight Digital Solutions was the most thoughtful of the speakers and expressed an optimism for our future living with AI. It is in our hands to make it useful and value add - we have the choice to use it for AI slop - or we have the choice to use it to enhance our working lives to give us more time for our personal lives. He also recommended giving Lovable a try to build some solutions to contained business processes and problems. Great take!

Mohamed Zamzam from Compostable AI made some fantastic observations about our plastic subscriptions - B2B businesses are drowning in tech stacks that are "just enough" also "not enough". Built for the many, meeting all needs of a very few. And how AI enables businesses to build software solutions for themselves. SaaS operates should perhaps be a little afraid right now...

Laura Tecce from ClearSky Logic talked through the importance of the human in designing new AI applications. User led design is important when building new tech and the same goes for AI enabled tech.

Last up was Russell Lawrie at Robotics AI who brought to life how AI is solving real world problems through their work with NHS 111 Wales. 

Then a great wrap up panel discussion led by Anthony Quinn.

The single most important message was, if you're not already building with AI, in two years you won't just be left behind, you'll be dead in the water. 😅 

My final takeaway: from the discussions on the day, it's clear AI has a marketing problem thanks to all the slop we're drowning in right now. Events like this help to overcome that by showing how it's truly transforming how we work.

Well done to all the team at Silvercloud! Events like this take a lot of human creativity and effort, and even Morag won't be able to deliver these end to end.

Can five weeks really change you?


Thanks to Investing Women Angels  angels and AccelerateHER, yes it can!

Funded by the The Scottish Government  and supported by Burness Paull LLP, I was lucky to be selected to participate in the third cohort of the W2W programme bringing together female founders who are considering whether to raise investment and investor curious women with experienced founders and investors.  

It was amazing to be part of a group providing unconditional support to each other and watching everyone learn and grow together. We have amazing female founders building fantastic solutions in Scotland. 

I’m so looking forward to following your journeys and to being a small part of helping female founders thrive!

Here’s a few photos from our final day together - including one of Elizabeth Pirrie with her famous bell. Which she needed a LOT with this group! Thanks again to Elizabeth and Nicola Thomson-Berwick  and everyone else who made this all possible.

EDIT: they didn’t post so check out the comments for the pics.

Here’s to the female founders:

Claire Hunt and Natalie Garry  - danceSing  Aleksandra Czech-Seklecka  - VanFill Ltd  Ltd
Karen Robinson, PhD  - Three Robins  
Chantalle Cummings - Intercue  
Christine C. - Tri-Milk LTD
Elaine Hamilton - The Offside Line  
Emily Youngs - WombWise  
Erin Wilkie  - My Stick Style
Gillian Murray - Slipperfield Building Consultancy Limited
Keira Hodge - Being Wineful
Kerry Anne Quinn - TCS-Eco Ltd  
Lesley Thomson - Nudge Innovations  
Sudha Mani - Civika AI Ltd  
Téa Nicolae - TasteVera Ltd

And to the investors (existing and future):

Annie Marriner (nee Fenton)  Danaka Grindle Lisbeth Macmillan CA Fiona Martin   Janet Milne Judith Lucy Henderson 

It’s been an absolute pleasure ladies! 

Let’s go!

I've sat in rooms where everyone's blaming marketing. It's the agency, the leads, the campaigns.


And I get it, it's easy to point at the thing you can see.

But the real problem is usually sitting right there in the room. In the assumptions nobody's challenged. 

The strategy that made sense 18 months ago but hasn't been looked at since. 

The message that was written for the product, not the buyer. 

A misalignment between marketing and sales.

The really frustrating thing is everyone usually knows something's off.

They just keep hoping the next campaign will paper over it. Or the new hire will somehow figure it out. Or things will just... click.

The hard truth is they won't. Not until someone's willing to ask the question everyone's been avoiding.

Not "what should we do next?"

But "do we actually know what's broken?"

When I work with teams that are stuck, I always start in the same place -  with three questions.

Who are we actually for - and does our message reflect their world, not ours?

Where's the friction? In the leads, the conversion, the messaging, the handover between sales and marketing?

And what are we going to stop doing so we can fix it properly?

The businesses that break through aren't doing more than everyone else. They're just more honest about what isn't working.

Most teams already know the answer. They're just waiting for someone else to say it first.

Are you that person in your business?

Post like nobody cares!


Its not like dancing when everybody stares... 💃 👀

ChatGPT subscription cancelled. Band aid pulled off!


All in on Claude! I'll be spending time setting up cowork and maxmising the features available.

So far I am blown away by the capabilities - projects aren't quite custom GPTs but they are delivering.

For marketing, it's like having access to marketing execs to create first drafts that only need slight refinement.

It's providing assets and recommendations I didn't ask for but are right on the money.

It helps create meaningful prompts that drives high quality image generation in Gemini's Nano Banana.

And I'm only scratching the surface...

I can see ChatGPT is trying to keep up - towards the end I was getting lots of questions popping up "Did this help as expected" "How can we improve" but its too little too late.

And when I finally built up the courage to hit cancel on the paid plan, they offered me a free month! Of course I took it. But I have the date in the diary to cancel before it auto-renews...

Anyone else made the leap recently?

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The Battle

Charles KERGARAVAT

Kirsty Jagielko

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taplio

The Battle

Charles KERGARAVAT

Kirsty Jagielko

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Kirsty Jagielko's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreKirsty Jagielko's LinkedIn Performance