Why Us2023-04-21T19:40:54+00:00

We Want Your Business to Succeed

We believe that every mayor problem in the world will be solved by entrepreneurs.

We will do everything in our power to help you succeed in doing so.

“embrace the formula of hard work, persistence, and passion to unlock the equation of your potential.”

Douwe Wester

Founder of Upbeat

Companies we’ve helped
Strategy, Coaching, Full Funnel Work

Let’s Work Together to Create Your Perfect Marketing Strategy

Make better choices, build strong foundations, and create thriving businesses that positively impact the world.

We value the domino effect of choices, the importance of a rock-solid foundation, honesty with a dash of humor, empathetic support, and the pursuit of a positive global impact. As a brand, we are committed to being the brutally honest yet supportive friend that entrepreneurs need on their journey to success and creating a lasting legacy.

We empower the creative gut and critical mind with our Philosophy:

Douwe Wester

Full Funnel Expert

Ready to unleash your growth potential?

Ready to unleash your growth potential?

Frequently Asked Questions

Fractional CMO

Is my CMO part of my Management Team? Will my CMO join me for critical executive engagements like meetings with our Board of Directors?2023-04-21T09:03:10+00:00
Yes, your CMO is a “normal” CMO who you can count on to be 100% part of your executive team, including all the obligations that come with that expectation. They can be presented on your website, and participate in your leadership team and board meetings as appropriate.
Will my CMO work onsite, together with my team?2023-04-21T09:03:18+00:00
Your CMO will meet your team early in the engagement, and be onsite at least quarterly. In addition, your CMO will join your critical leadership team meetings.

Most of the work will be done remotely. We have found that building a virtual team works very well for SaaS Marketing Teams. Using modern technologies like Zoom Video Meetings and planning tools like Trello help a team be very focused on the work. In team meetings, everyone will use video to ensure maximum, focused participation. More on the best practices we use are described in Jason Fried’s book, REMOTE, where he describes how his team built some of the most successful SaaS companies using 100% remote teams.

Can I announce my new CMO-as-a-Service publicly as “my” CMO? Can I send out a press release?2023-04-21T09:03:29+00:00

Yes, your CMO is a “real CMO” who is on your leadership team, and officially able to represent your company. By all means, let’s get the word out!

What does a typical workday for a Fractional/Shared CMO look like?2023-04-21T09:03:41+00:00

This article describes the work of a Fractional CMO. It’s an overview that will be different per engagement but gives a good initial indication.

Is my CMO part-time? How many hours per week can I count on him/her?2023-04-21T09:03:50+00:00

Your CMO is always available, just like a full-time team member of your executive team. We provide a shared model, not part-time. We have a team of professionals that will be dedicated to your project. This allows your CMO to focus their attention on leading your marketing function.



What if we have multiple products/solutions within our company? Is Upbeat willing to work with more than one?2023-04-21T10:15:19+00:00

Yes, Kalungi is able to work with multiple solutions. To accommodate this, we will adjust our pricing and scale our agency’s bandwidth to ensure we are covering all your needs.

Does Upbeat have a recommended CAC (Customer Acquisition Cost) for B2B SaaS companies or does it depend on the company?2023-04-21T10:14:21+00:00

We do not have a set CAC cost, as it varies heavily depending on your company and industry. However, part of our services include auditing marketing spend, funnel conversions, and channel ROI, so that we can gain an accurate picture of your CAC and develop a strategy to improve it.

Does Upbeat’s cost include non-agency related spending on marketing such as paid media or event costs?2023-04-21T10:13:02+00:00

No it does not. Our fees will cover our services, and foundational one-time costs but will not cover promotional costs like advertising campaigns, events, or your marketing tech stack. However, we will create a marketing budget that will include these additional costs in order to ensure your company stays within budget. Additionally, Upbeat is very ROI driven and will audit these additional line items to ensure they are actually beneficial to your marketing strategy.

What is outside of Upbeat’s scope?2023-04-21T10:13:35+00:00

When you purchase Upbeat’s services, you have a comprehensive marketing team at your service that will own everything from the high-level strategy to execution across your marketing entire marketing function. However, there are a few areas that are not included in our pricing:

  • Media “real estate” – This encompasses all media from PPC ads, to TV ad buys, to collateral, to trade show booths. While Upbeat will be happy to own the planning, messaging, design, and execution behind each piece of media, we won’t purchase the actual media for you.
  • Marketing tech stack – Upbet requires that you pay for your Marketing tech stack. This means that you will pay each of your tech stack vendors directly, although Upbeat will run, monitor, and maintain each for you.
  • Additional personnel – Upbeat will not pay for additional personnel, whether they are full-time employees, contractors, additional consultants, or agencies. That being said, you shouldn’t feel a need to hire additional talent, as Upbeat should give you more than enough resources across the entire marketing discipline.
  • Product launch PR – While Upbeat does cover general PR, we do recommend that you reach out to an additional agency for a “big splash” item like a product launch. For these scenarios, we have developed a package with BLAST Media for a 3-month PR sprint that will fully support a big item like a launch. If you are interested in their services, please reach out to our sales team.
What type of marketing staff would we need in-house to assist with execution?2023-04-21T10:07:33+00:00
We can work in any type of environment and this would really be something to be decided by you and in conjunction with your CMO leadership once we began. As we get going and see what works — for example, perhaps trade shows become a heavy focus, or social media/digital marketing are the big drivers of ARR growth — then we may recommend hiring a marketing professional that specializes in that required skill set. This helps drive continuity and consistency as well as lower average costs. Alternatively, some clients prefer to keep their marketing function outsourced in order to remain dynamic and flexible to adjust to evolving circumstances. This is something that would need to be calibrated and figured out once an engagement has begun.
For commitments of 3 months and longer, are fees still paid monthly?2023-04-21T10:00:52+00:00

Fees and costs are projected based upon pre-payment. However, part of Kalungi’s unique value prop is our ability to scale pricing and be flexible with payment terms in order to meet our client’s needs and budget. This may be an area that we can work with you, depending on the specific contours of the engagement.

What expectations should I have about the amount of time we will spend together, services provided, etc?2023-04-21T09:59:21+00:00

All of Upbeat’s engagement tiers include the standard set of services that are listed at upbeatinnovation.com/services. Our engagement model enables us to provide the full stack of marketing agency services and the pricing level just determines “how much” you get. Just as a full-time employee would have a limited number of hours in the day to accomplish tasks, we manage bandwidth to fit the investment level.

In order to contain costs, we assign an Associate CMO to engage with every client. These are professionals with significant marketing leadership experience as well as a strong track record of tactical marketing success. Douwe Wester, Upbeat’s CMO, would be involved in your account and likely will participate as part of your leadership team — but much of the day-to-day engagement and tactical execution will be driven by an Associate CMO.

I’m worried about hiring a “mercenary” vs. someone who will grow with my team and is vested in the long-term success of my company. How does your model address this?2023-04-21T09:55:48+00:00

The average tenure of CMOs with B2B SaaS companies under $50M ARR is between 8–18 months. The reality is that it’s very hard to count on people or companies for a long-term commitment in today’s employer/employee relationship. Equity-based compensation with longer vesting schedules can help with this, but for that to be meaningful it can get expensive. Our CMO can grow with your team and stay with you as long as there is a need, and it’s a good fit. Our experience has shown us that the type of marketing leadership requires for growing companies changes dramatically over time, so it’s hard to assess whether the CMO hired today will still be the right CMO 2–3 years from now.

Can I pay Kalungi for Performance?2023-04-21T09:46:25+00:00

Yes, we pride ourselves to take accountability for results if you outsource your complete marketing function to Kalungi. You can read more about how we do it here.

Do you accept an opportunity to earn equity in my company as payment?2023-04-21T09:43:09+00:00

Yes, we are open to discussing any form of pay-for-performance. As long as we can connect our work to the outcomes we feel comfortable to “bleed and feast” with you.

What’s the cost of a typical engagement?2023-04-21T09:40:12+00:00

Upbeat works with a retainer model, that can include a pay-for-performance component. When you outsource your Marketing function to Upbeat, you will typically pay less than hiring a marketing team of full-time employees. Our pricing is based on that. This list of Marketing needs for a typical B2B SaaS Venture provides another benchmark to create your budget.

Upbeat provides you instant talent, with the right, specialized expertise and experience, on-demand. We can hit the ground running and you don’t risk making the wrong hires. All this at a cost that is much lower than hiring, onboarding and managing an in-house team.

Practical stuff

What does Upbeat need to know about a company before feeling comfortable enough to take them on as a client?2023-04-21T09:04:47+00:00

As long as your company falls close to our ICP, with some exceptions, we feel confident in our marketing playbook and experience to take you on as a client!

What email will you use?2023-04-21T09:04:55+00:00

Our CMO acts as an ordinary employee of your company. This includes using an email address with your company identity and being presented as your CMO on your website.

Let’s Make Things Happen

Douwe Wester

Founder – Full Funnel Expert

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