Growth-as-a-Service – Fractional Growth Leader for B2B

Growth-as-a-Service means an experienced fractional growth leader steps into your organisation part-time to drive concrete growth initiatives across marketing, sales, and go-to-market.

Instead of hiring an entire growth function, you get operational growth expertise when you need it — with a focus on measurable results and scalable customer acquisition.

What is Growth-as-a-Service?

Growth-as-a-Service is a flexible collaboration where a fractional growth leader or fractional marketing strategist works operationally alongside your team. The goal is to identify and execute the initiatives that drive real growth — from strategy through to execution.

• Go-to-market strategy development
• Sales process and funnel optimisation
• Data-driven marketing and experimentation
• Growth initiative prioritisation
• Operational execution together with your team

When does a fractional growth leader make sense?

Many companies reach a stage where the need for growth expertise is high — but where a full-time hire is not yet the right move. A fractional growth partner is an effective solution in those situations.

• Startups and scaleups that want to accelerate growth
• B2B companies looking to sharpen their go-to-market
• Organisations that need structure across marketing and sales
• Teams that want to work more data-driven
• Founder-led companies with strong intuition but lacking commercial structure

The difference between a consultant and a fractional growth leader

Traditional consultants typically deliver analyses and recommendations. A fractional growth leader works operationally and takes responsibility for making sure strategy actually gets executed. This means closer collaboration with your team and a sharper focus on real business outcomes — not slide decks.

About Carl Ericson

Carl Ericson is an experienced B2B strategist and fractional growth leader with over 15 years in sales and growth. He is the founder of Adsensus — named DI Gasell three years in a row — and held strategic roles at Mentimeter, leading sales teams across North America and EMEA. He is an alumnus and former course supervisor at Berghs School of Communication.

Through Growth-as-a-Service, he helps companies create scalable growth by combining strategy, sales execution, and modern growth methodology — with a focus on customer-funded scalability.

Frequently asked questions about fractional marketing

What does fractional marketing mean?

Fractional marketing means a senior marketing or growth professional works part-time inside your organisation instead of full-time. You get senior expertise without the cost or commitment of a full-time hire.

How is fractional growth different from interim?

Interim typically means replacing a role full-time for a fixed period. Fractional is a more flexible arrangement where the expertise is applied where it creates the most value — typically 0.5 to 3 days per week.

What is the difference between a fractional CMO and Growth-as-a-Service?

A fractional CMO is typically focused on marketing leadership and strategy. Growth-as-a-Service is broader: it spans sales, GTM strategy, and operational execution. The focus is on identifying where business energy is lost between signal and revenue, and fixing it across the entire commercial system.

Which companies use Growth-as-a-Service?

Startups, scaleups, and B2B companies that want to grow faster without building an entire internal growth team. It works particularly well for SaaS companies and professional services businesses with complex sales processes.

What is the difference between Growth-as-a-Service and a traditional marketing agency?

An agency delivers predefined services at arm's length. Growth-as-a-Service is an operational partnership — Carl steps into your team, takes responsibility for defined growth initiatives, and ensures strategy is actually executed with a focus on real business outcomes, not deliverables in themselves.