In this bite-sized episode of Do More With Less: Real Stories, host Mark sits down with seasoned marketing leader Graham Smith to explore what it really takes to deliver impact when budgets, teams, and resources are tight.
Fresh from the acquisition of Ebsta by Fullcast, where he served as Marketing Director, Graham reflects on over 20 years at the top of marketing organisations and finds himself at a crossroads: deciding between another permanent role in SaaS or embracing a fractional future.
The conversation dives deep into the realities of modern startup marketing, challenging the glossy narratives often seen on LinkedIn.
Graham shares a candid, practical framework for “doing the same with less before trying to do more,” illustrated by a standout case study at Ebsta where a 50% cut to the pipeline team (combined with sharper ICP focus and tighter processes) ultimately drove a 233% increase in pipeline.
The episode unpacks why scrappiness, prioritisation, and execution matter more than hype, especially in bootstrapped and early-stage businesses.
The discussion also tackles the rise of fractional leadership. Graham offers a nuanced perspective, arguing that while fractional CMOs rarely work, fractional Marketing Directors or VPs can be hugely effective, provided they’re willing to roll up their sleeves and execute.
He explains why many startups simply aren’t ready for a CMO and how misaligned senior hires can damage momentum.
Finally, Graham delivers a powerful message on the value of senior marketing experience in a market obsessed with new tools, AI, and trends. From focusing on message over technology to fixing CRM data before redesigning websites, he makes the case for lived experience, strategic clarity, and knowing what actually moves the needle.
A grounded, honest episode for founders, marketers, and leaders navigating growth in an era where doing more with less isn’t optional – it’s essential.
