Anne James

Ways to work together

Strategy & insight

Fractional CMO

AI governance

Research

Customer and market insight

Find out why customers buy, why deals stall and why accounts leave, before you rewrite your positioning or raise your next round.

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Format
Customer and prospect interviews, a win/loss review and a short survey
Duration
4 to 8 weeks
Participants
Customers, lost prospects and churned accounts, plus your sales and customer success teams
What you get
  • A findings report in the language your buyers actually use
  • An ideal customer profile and buying-committee map, backed by evidence
  • Messaging, product and pricing recommendations tied to what you heard

The program includes

  1. Set the questions: what you need to decide, and which customers and segments to hear from.
  2. Recruit and interview buyers, users, lost deals and churned accounts, with clear consent and careful data handling.
  3. Read the evidence you already have: CRM notes, call recordings, support tickets and reviews.
  4. Analyse: code what you heard, compare segments, and separate what people say from what they do.
  5. Turn findings into decisions on positioning, product and pricing, and share them with your team.

Strategy

Positioning and go-to-market strategy

Decide who you’re for, what you’ll be known for, and how you’ll reach the buyers who matter most.

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Format
Facilitated working sessions, remote or on-site
Duration
6 to 10 weeks
Participants
Founders, and your product and sales leads
What you get
  • A positioning and messaging framework your whole team can use
  • A go-to-market plan: target segments, channels, pricing signals and sales motion
  • Core copy for your website and sales deck

The program includes

  1. Start from evidence: your existing customer research, or a short research sprint with me, plus a review of how you win and lose deals.
  2. Map the market: competitors, alternatives, and the category story buyers already believe.
  3. Choose your position with your leadership team in facilitated working sessions.
  4. Build the go-to-market plan: who to target first, which channels to back, and what sales needs to win.
  5. Hand over messaging, core copy and a simple way to test it in the market.

Embedded leadership

Fractional CMO

Senior marketing leadership, part-time, for companies that need a CMO’s judgement before they need a full-time one.

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Format
Part of your leadership team two to three days a week, remote with on-site days as needed
Duration
3 months minimum, then month to month
Participants
Founders, the leadership team, and your marketing staff, agencies and freelancers
What you get
  • A marketing strategy and budget tied to your revenue goals
  • A team that works: hiring plans, briefs and processes for staff and agencies
  • Board-ready reporting on pipeline and what’s working

The program includes

  1. Audit what you have: positioning, channels, tools, team, data and spend.
  2. Set the plan: goals, budget, and the few channels worth backing now.
  3. Lead the work: run marketing week to week, manage agencies and freelancers, and coach your team.
  4. Report on pipeline and results to founders and the board.
  5. Plan the handover: when it’s time for a full-time CMO, write the brief, help you hire, and hand over cleanly.

Planning sprint

30/60/90-day marketing plan

A concrete plan for your next quarter of marketing, for founders doing it themselves or a new marketing hire who needs to start fast.

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Format
Interviews, an audit and two working sessions, remote
Duration
2 to 3 weeks
Participants
Founders and whoever will run marketing
What you get
  • A 30/60/90-day plan with priorities, owners and targets
  • Quick wins you can ship in the first month
  • A short list of the metrics that matter at your stage, and how to track them

The program includes

  1. Interview founders, sales and product on goals, customers and constraints.
  2. Audit your website, content, channels, tools and data.
  3. Prioritise together in a working session: what to do first, what to stop, and what can wait.
  4. Write the plan: priorities, owners, budget and targets for each 30-day block.
  5. Check in at day 30 on a follow-up call to adjust.

Policy and standards

Enterprise-ready AI governance

Enterprise buyers now ask how you build, test and govern your AI. Have good answers ready, and make them part of how you sell.

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Format
Embedded engagement, remote
Duration
6 to 10 weeks
Participants
Founders, and your product, engineering, security and sales leads
What you get
  • An AI governance policy, roles and review process sized for a small team
  • Ready answers for the AI sections of security questionnaires and procurement reviews
  • A public trust page on how your AI works, what data it uses, and its limits

The program includes

  1. Map your AI: models, data sources, vendors, and where AI shows up in your product.
  2. Assess the risks to customers, their data and your contracts, against frameworks buyers recognise, such as the EU AI Act, ISO/IEC 42001 and the NIST AI RMF.
  3. Draft policy and decision rules: who signs off on what, and when.
  4. Prepare for sales: questionnaire answers, a trust page and a short briefing for your sales team.
  5. Set up a lightweight review for new features, models and vendors.

Assessment

EU AI Act readiness review

Find out which of your products the AI Act covers, whether you count as a provider or a deployer, and what to do next.

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Format
Document review and working sessions, remote
Duration
3 to 5 weeks
Participants
Founders, product and engineering leads, and your legal counsel
What you get
  • An inventory of your AI systems, with a risk classification for each
  • Your obligations by role, with a timeline
  • A prioritised action plan to brief your lawyers and investors

The program includes

  1. Inventory your AI systems and the general-purpose models you build on.
  2. Classify each one: prohibited, high-risk, transparency obligations, or minimal risk.
  3. Clarify your role as provider, deployer or both, product by product.
  4. Find the gaps in documentation, transparency, human oversight and AI literacy.
  5. Prioritise actions and brief your counsel. This is a governance review, not legal advice: it works alongside your lawyers.

“Do you have an AI policy?”

It’s on enterprise security questionnaires now, and a vague answer slows deals down. I can help you reach a position you can explain and defend.

Get in touch