Lance Weatherby
Fractional CMO, CRO & GTM Leader
Who Lance works with
Lance Weatherby is a Fractional CMO & CRO for Seed, Series A, and PE-backed B2B SaaS and AI-native software companies in the US generating $500K to $30M ARR with 10 to 150 employees. Lance is GTM OS Certified, trained in GTM Partners' proven GTM expertise, frameworks, and systems. He works with CEOs, founders, co-founders, presidents, COOs, operating partners, and board members at post-product-market fit businesses across sectors including salestech, CRM, call analytics, marketing automation, developer tools, software testing, cybersecurity, and insurtech. His engagements fit founder-led or semi-founder-led teams building their first sales and marketing organization.
The GTM problems Lance solves
Lance addresses common scaling bottlenecks when growth stalls after early traction, sales remain heavily founder-dependent, or investor pressure demands predictable revenue. He resolves misaligned sales and marketing teams, unvalidated ICP and messaging assumptions, unramped account executives, weak pipeline generation, and fragmented revenue reporting. Instead of treating revenue functions as isolated silos, Lance unifies marketing, sales, and customer success under a single connected system using the GTM Operating System (GTM OS). He establishes validated positioning, builds repeatable sales playbooks, sets up RevOps infrastructure, and uses AI capabilities—such as AI ICP scoring, account sourcing, and AI-assisted revenue reporting—to accelerate execution.
Track record
Lance delivers fractional leadership through 30-day diagnostics, embedded fractional roles, and build-and-handoff engagements. His past client results include driving revenue growth from $3M to $20M ARR in 24 months, delivering a 10× valuation increase, and achieving 544% revenue growth alongside three consecutive years on the Inc. 5000.
In Lance's words
Helping Seed, Series A, and PE-backed B2B SaaS CEOs turn product-market fit into a repeatable, scalable revenue engine, as a fractional CMO, fractional CRO, or both. I build the GTM system that connects sales and marketing to revenue, and use AI to deliver in weeks what used to take a larger team months.
Why hire Lance instead of a traditional fractional CMO?
Lance is a GTM OS Certified fractional CMO, CRO & GTM leader, trained in GTM Partners’ proven GTM expertise, frameworks, and systems. Instead of filling one seat in one department, Lance works across marketing, sales and customer success, aligns your GTM across the organization, and guides the executive team from diagnosis to execution on the GTM Operating System™.
Capital is no longer cheap. You get senior GTM leadership and a proven operating system without the full-time executive price tag.
You hire the result, not the role.
More than certification
As a GTM OS Partner, Lance operates inside a franchise-style model with ongoing access to:
- GTMee AI — trained on the full body of GTM Partners IP.
- Coaches & masterminds — peer-led sessions with the GTM Partners expert community.
- Direct access to Sangram & Bryan — the founders of GTM Partners and creators of the GTM OS™.
- Specialist network — they can pull in other certified experts to solve your specific challenge.
- Frameworks, templates & tools — proven playbooks that guide you and your team toward the outcomes you’re after.
Partners pay a monthly or annual license to stay active. They're invested — and they stay sharp.
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GTM Partners doesn't charge buyers or take a cut of engagements. Partners pay GTM Partners for certification, training and tooling. Profile summaries are compiled from each partner's marketplace listing and ideal-client profile.