Brian Graf
Executive CMO at Kalungi · B2B SaaS GTM Leader
I build B2B SaaS marketing from $0 to $10M, and lead the go-to-market that carries companies from $10M to $30M+.
For 7+ years I've built and scaled go-to-market across 14 B2B SaaS companies. As Executive CMO at Kalungi — where I also spent two years as CEO — I've led marketing as a fractional CMO and GTM consultant for a portfolio of growth-stage software companies, standing up marketing functions from scratch and stabilizing the ones that stalled.
From the first dollar to $30M+.
I've consistently done two things really well in my career: building B2B SaaS marketing from $0 to $10M, and leading the go-to-market that carries companies from $10M to $30M+. The first is about creating a repeatable pipeline where none existed — ICP, positioning, and a demand engine that actually produces. The second is about the operating discipline — cadence, sales-marketing alignment, and team design — that keeps growth compounding as the stakes rise.
At Kalungi, I've led marketing as a fractional CMO for seventeen B2B SaaS companies, and advised many more. I spent two years as the company's CEO before moving into my current role as Executive CMO, focused on the work I do best: running go-to-market for growth-stage software companies. I have also hosted B2B SaaS Marketing Snacks, a podcast with 90+ episodes on the realities of building and scaling SaaS GTM.
I like the problems that don't have clean answers — the marketing function that doesn't exist yet, the underperforming team, the muddy ICP, the pipeline that looks fine until you look closer. I care most about making growth repeatable, not lucky — whether a company is chasing its first $10M or scaling past $30M.
Each performance figure is a single named client's result — not a portfolio average.
Building the marketing function from scratch: ICP, positioning, and the first repeatable demand engine. From no pipeline to predictable, launch-ready growth, designed to create Product Market Fit.
Leading the full go-to-market motion as companies scale: operating cadence, sales-marketing alignment, portfolio-grade resourcing, and the team design that keeps growth compounding.
Companies I've helped grow
Hover for outcomes →
Zippity
From $0 SaaS revenue to 4.6x customer growth, 114% of MQL goal, and 23.7x traffic in the first 90 days.CCD Health
750% increase in MQLs and 869% US traffic growth breaking into the US radiology market.Clearwave
30% MQL lift, full rebrand + website, and a new product launch after a Frontier Capital investment.triValence
Coached a new B2B SaaS marketing team from overwhelmed to a clear, repeatable path.Degrees of Change
Led a rapid, cost-effective rebrand, renaming, and ABM program.CasePeer
+67% MQLs and +81% customers in 6 months via rebrand and diversified demand gen.Writing
Notes on GTM, marketing leadership, and what building actually looks like from the inside.
Setting Your B2B SaaS Marketing Budget? Answer These 3 Questions First
Align spend with revenue goals before you plan the year.Growth Without a Marketing Foundation? Why Your SaaS Needs a GTM Strategy First
Why scaling without a foundation stalls growth.How to Assess If Your B2B SaaS Company Is Ready for Scalable Growth
A readiness check on market fit, product, and GTM.How Market Maturity Shapes Your B2B GTM Success
Aligning your GTM motion to your market's stage.How to Hire the Right CMO for Your SaaS Startup
Fit over résumé: matching the CMO to your stage.Going From A-Players to a Team That Fits Your Budget
Building a strategy your real team can execute.GTM concepts
The frameworks I actually use — short, specific, built from the field and the podcast.
Signal-based marketing & the end of broad ABM
Person-level intent and signal-based selling are replacing spray-and-pray ABM. What to do instead. BSMS 96Syntropy: marketing's mandate in the age of AI
AI accelerates entropy. The marketer's job is now creating order — clarity, coherence, and signal. BSMS 90Foundation before growth
Why a GTM strategy and marketing foundation must come before you spend a dollar driving demand.Market maturity → GTM strategy
Read your market's stage first; the right motion follows from it, not the other way around.Founder-led GTM: strength or risk?
Why founder-led growth drives early traction, when it stalls, and how to transition the motion. BSMS 89The 72-hour shipping rule
Speed protects signal. How to keep momentum without letting entropy win. BSMS 91The problems worth working on are never clean.
I take on a small number of engagements with B2B SaaS founders and GTM leaders at an inflection point — building the marketing function on the road to $10M, or leading the GTM that scales it from $10M to $30M+.
GTM & marketing diagnostic
A structured deep-dive into your motion — ICP, pipeline, team, positioning — with a prioritized action plan.
Fractional CMO / GTM leadership
Embedded senior marketing leadership for companies that need it without the full-time hire.
Marketing team build-out
Standing up (or rebuilding) the function, hiring plan, and operating cadence from scratch.
Board & portfolio GTM advisory
An outside read for investors and boards on go-to-market strategy, team design, and execution risk.
“It's difficult to stand up a marketing team in any situation, but particularly with a third party. I'm really glad we could work with the associate-CMO, Brian Graf, because he impacted the business and still delivered consistently.”
Mike Lamb, CEO, Clearwave
“He'll give me what he can off the top of his head, and if he doesn't have it available right away, he gets me what I need quickly. I find it very valuable. He's really easy to work with.”
Mark Ciammarra, Chief Growth Officer, triValence
“We didn't go from zero to 60; we went from zero to 60 to 200 miles an hour.”
Carlos Ziegenhirt, Founder & Chief Advisor, CCD Health
“We did not have a single dollar in SaaS revenue when we first engaged. We've exceeded our sales goals in each of the first three months of our operation.”
Ed Warren, CEO, Zippity
Brian Graf — building B2B SaaS marketing from $0 to $10M, leading GTM from $10M to $30M+.
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