WITH 20 YEARS IN ENTERPRISE B2B SALES. NOT A TYPICAL CMO BACKGROUND.
You need a CMO who thinks like a commercial leader, not a marketer.
"I’ve worked with Will in two companies, and in both instances he has transformed our marketing. He really gets the purpose of B2B marketing and is a real asset to any organisation’s push towards better digital performance.
John O'Shea
Commercial Director, BoatyardX
What I do
Strategic marketing leadership for B2B technology companies
I work with technology CEOs and founders who need a CMO who thinks commercially, not just creatively. Someone who understands how deals close, where revenue stalls, and how to build the marketing architecture that moves both.
That means category creation, go-to-market strategy, investor narrative, and messaging that lands with enterprise buyers. Not campaigns. Not decks. Outcomes.
Current engagements include CMO at ATOM Advantage, building the Workflow Intelligence category across workers' compensation, healthcare payer, and P&C insurance markets.
Previous engagements include CMO at Ion Video (ASX:IOV), Magic Access, Ink Aviation, and Q-Servi, spanning video technology, privacy, aviation, and healthcare, each at a different stage and with a different positioning challenge to solve.
“I have worked with Will on many projects and he is the utmost professional. His knowledge of marketing as a whole is exceptional and he ensures that any client that he works with understands that marketing is the primary component of business management and commerce. Will's working practice ensures maximum revenue generation and corporate success.”
Helen McCormack
CEO
“My co-founder and I had the opportunity to have Will as an advisor as we were preparing to launch our MVP. Will clearly understands all aspects of Marketing and can help a startup build its Marketing foundations. Will is a strategist who can help entrepreneurs challenge their assumptions and with the right team around him he can execute on a fully-fledged Marketing strategy.”
Thanasis Mandaltsis
CEO & Co-Founder
Where I create the most value.
Category Creation
If your competitors are all saying the same thing, the market cannot choose you. I define the category you deserve to own and build the narrative that makes you the only logical choice.
Go-to-Market Architecture
Strategy without execution is opinion. I design the full GTM system: ICP definition, messaging hierarchy, channel sequencing, and pipeline attribution. Then I help you build it.
Revenue-Aligned Marketing
I spent two decades in enterprise sales before moving into marketing leadership. I know what sales teams need, what buyers actually respond to, and how to connect marketing spend to commercial outcomes. That alignment is rare. It is also the difference between a marketing function and a revenue function.
Board and Investor Narrative
“I hired Will because I was impressed by his skills, experience, and passion. He proved to be an exceptional choice who consistently delivered outstanding results. He is a strategic thinker, a creative problem-solver, and a collaborative leader who always puts the customer first.
Will successfully led several marketing campaigns that increased our brand awareness, generated leads, and boosted our sales revenue. He is an asset to any organization, I enjoyed working with him and highly recommend him.”
Dan Gauvreau
Chief Sales Officer
“What sets Will apart is not just his technical proficiency but also his leadership qualities. He is a self-starter, thriving in fast-paced environments, and his innovative approach to marketing is truly inspiring. Will was instrumental in developing clear marketing strategies that not only resonated with our target audience but also delivered significant returns on investment.
His blend of strategic thinking, technical know-how, and leadership qualities makes him an outstanding CMO. I eagerly look forward to any opportunity to work with him again and strongly recommend him to any organization seeking a dynamic and skilled marketing leader.”
James A Palmer
CEO & Co-Founder
My name is Will Humphries
I spent 20 years in enterprise B2B sales before moving into full-time marketing leadership. I came up through quota-carrying, boardroom-level commercial roles, which is not the usual route into a CMO position. It is also why I see marketing differently: through the lens of revenue, buying decisions, and what it really takes to move a market.
Today I serve as CMO at ATOM Advantage, building the category and go-to-market architecture for its Workflow Intelligence Ecosystem across the U.S. workers' compensation, healthcare payer, and P&C insurance markets.
Through UMC Consulting, I also take on a small number of fractional CMO engagements. I work with technology CEOs and founders who need experienced strategic marketing leadership at a pivotal moment, whether that means category creation, go-to-market architecture, investor narrative, or building marketing around how deals actually get done.
I am based in Ireland and work with companies internationally.
Working with the right CMO at the right moment is a competitive advantage.
I have a small number of availability windows each year. If the timing is right, the conversation will be direct and worthwhile regardless of whether we work together.
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