Loughton, England, United Kingdom
John Lyons is a Fractional CMO based in London and Essex, with over 20 years of experience helping B2B technology and professional services businesses grow revenue through commercially focused marketing strategy. He has worked with brands including The LEGO Group, Deutsche Bank, Manchester United and LG, founded and exited two businesses of his own, and specialises in working with businesses at £2m+ revenue that have marketing activity but no senior leadership responsible for turning it into consistent growth. Most B2B businesses between £2m and £50m revenue don’t have a CMO. They have marketing activity. They have agencies. They might even have a marketing manager. What they don’t have is someone responsible for turning all of that into revenue. That’s where I come in. I work one or two days a week, leading marketing for businesses big enough to need a CMO but not ready to hire one full time. I set strategy based on market reality rather than internal guesswork, align marketing and sales, manage agencies properly, build demand generation that works both short and long term, and report back to the board in language that has something to do with money. I've been doing this for over 20 years across agency, client-side and founder roles, and I've founded, grown and successfully exited two businesses of my own. Which means I understand the not even mildly terrifying reality of payroll, cashflow and keeping investors happy. Marketing is a lot easier to talk about when you've had to make payroll yourself. I'm a trained marketer and a stubborn advocate of marketing effectiveness. That means applying what actually works, not hacks, guru nonsense or whatever bull is trending on LinkedIn this week. Most of my clients are good businesses with a solid product. They've grown, but marketing is messy. Activity without direction. Agencies without leadership. Sales complaining about leads. Founders making marketing decisions in spare moments between everything else. That's not a strategy problem. That's a missing CMO problem. So instead of hiring a consultant to produce a deck that gathers dust, they bring me in to run the function properly. Part time. Commercially. With a clear focus on making the business more money. Because that's what marketing is supposed to do. Everything else can get in the bin.
I’m a practical, hands-on marketer with over 20 years experience helping brands and agencies (two of which I founded and exited) make more money through applying proper commercially-focussed marketing. As a Fractional CMO I can help scale-ups reach their next stage and funded start-ups understand their opportunities and go to market. As a Fractional Business Director (what I’ve always considered the CMO of agency land) I can help independent agencies to grow through creating a distinctive proposition and effective inbound and outbound sales strategies, processes and tactics. My core skills are: * brand strategy and proposition development * sales and marketing strategy and execution * loyalty and promotional marketing * digital marketing * agency business development I can also offer training, coaching, mentoring, am an experienced public speaker and former Non Executive Director.
I oversee brand, marketing, RevOps and Go To Market Strategy working directly with the CEO and managing suppliers and partners.
As a Fabric Coach, I provide personalised 1-1 coaching to marketers across various levels, helping them enhance their skills, strategise for success, and achieve their professional goals. I guide learners through tailored training sessions and on-demand mentoring, leveraging Fabric’s comprehensive marketing training platform.
I have huge admiration for what MBD are doing, and an ongoing commitment to supporting and normalising mental health issues. I'm delighted to be able to offer support as a member of the board of trustees and a professional marketer.
I oversee brand, marketing and RevOps, working with the SLT and the marketing team to take Integral to even greater heights.