Payments & Fintech
Merchant acquisition. Embedded payments. ISOs. ISVs. Financial institutions. Platforms. Enterprise merchants. SMBs. Developers. Partners.
The same company may need to influence several of them at once.
CMO + TEAM brings senior marketing leadership to payments and fintech companies that need to sharpen their position, accelerate growth and turn a complicated go-to-market model into something the market—and the sales team—can actually understand.
What is usually underneath it
Payments companies tend to converge on the same language: seamless, flexible, innovative, secure, integrated and powerful. Eventually everyone sounds the same.
Meanwhile, the actual growth challenge is usually deeper. Merchant acquisition may be too expensive. An ISO channel may not be producing. The ISV strategy may exist on a slide but not in the pipeline. Sales may be chasing everyone. Acquired products may never have been positioned together. Or an excellent product may be losing to companies with a clearer story.
Those aren't advertising problems. They're commercial marketing problems.
Where we help
Define why the company matters in a market where features are quickly copied and competitors often make nearly identical claims.
Build an acquisition model around actual merchant economics rather than simply increasing lead volume.
Connect the platform, customer, product, sales and partner stories into one coherent go-to-market strategy.
Evaluate and improve the channels that are supposed to create leverage.
Translate complex payments products, infrastructure and capabilities into a story customers and partners can understand and sales teams can use.
Create common definitions, clearer handoffs, useful sales enablement and visibility into where revenue is actually coming from.
Questions we often walk into
Which merchant segments are actually worth pursuing?
Why isn't our differentiation showing up in win rates?
Should we sell directly, through partners, through software platforms—or all three?
Why is our CAC climbing?
Why aren't our partners producing?
How should we package multiple acquired products?
Where is our funnel actually breaking?
Is marketing generating revenue or activity?
A payments technology company struggled to differentiate from larger competitors. By focusing on operational flexibility and implementation expertise, they increased qualified enterprise opportunities by 54%.
Whether the challenge is positioning, merchant acquisition, embedded payments, partner growth, product marketing or building the marketing function itself, CMO + TEAM can help determine what needs to change—and put the right people around the problem.