Herding Contractors: Why “Frankenstein Marketing” Fails

By Kristin Oelke, Managing Director, Growth Services, Brightrose Ventures, and author of Trust: Unlocking B2B Growth in Today’s AI World

We’ve all seen it: a business hires a designer here, a copywriter there, maybe a HubSpot freelancer on Upwork, and a part-time demand-gen consultant to glue it all together. On paper, you’ve assembled your dream team. In reality? You’ve got Frankenstein marketing - stitched together but not exactly alive.

The problem isn’t that contractors aren’t talented. Many are amazing. The problem is lack of alignment. Each freelancer is doing their piece, but who’s actually holding the GTM plan together?

A Gartner’ recent CMO Spend Survey revealed that nearly 60% of marketing leaders cite integration across channels as their #1 challenge. And it makes sense: when you’ve got six different contractors, you’ve got six different playbooks. The result? A patchwork of disconnected campaigns that don’t add up to pipeline.

Here’s the kicker: a unified GTM strategy doesn’t come from “more hands.” It comes from a team working off one plan, one set of goals, and one accountable process.

That’s exactly why Brightrose Growth Services built a model that goes beyond “rent-a-talent.” Our Marketing Transformation Growth Assessment gives small and mid-market tech companies a unified, actionable roadmap - one you can execute yourself, or plug in our integrated fractional team to make it happen.

Stop herding contractors. Start scaling with clarity.

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About Kristin Oelke

Kristin Oelke brings 20 years of experience modernizing and scaling marketing functions across Big Tech, high-growth startups, and global partner ecosystems. She partners with investors, founders, and C-Suite leaders to design and execute strategies that drive measurable revenue impact.

She is also a frequent speaker and the author of TRUST: Unlocking B2B Growth Strategies in Today’s AI World, where she explores how companies build credibility, reduce buyer friction, and scale predictably through transparent execution, public proof points, and trust-driven content.

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FAQs

What are the top reasons SMB and mid-market tech companies work with advisory firms?

Companies partner with advisory firms to tap into battle-tested expertise, access fractional support without long-term overhead, and gain faster connections to trusted resources proven to work with early-stage and scaling businesses. Advisory partners also bring fresh perspective, speed to execution, and the ability to build trust with investors through transparent reporting and measurable outcomes.

How are Brightrose Growth Services different from other tech advisory offerings?

Brightrose Growth Services combine proven operator experience with fast, execution-first support built for today’s AI-driven B2B environment. We help companies break through digital noise with content that educates and resonates, build scalable tech foundations, and deliver the proof points and reporting that earn trust with both buyers and investors.

What makes the Brightrose Growth Services fractional model more effective than hiring in-house?

Rather than relying on a single marketing leader, Brightrose Growth Services provide a senior-led team across demand gen, CRM, lifecycle, content, and analytics. We accelerate growth with integrated execution, a more efficient demand engine, transparent reporting, and trust-building content—all at a predictable monthly cost.

How can startups begin leveraging Brightrose Growth Services on a small budget?

Most begin with a Brightrose Assessment to get a clear, prioritized plan and identify immediate quick wins. From there, startups activate a fractional team that scales with the business—gaining early proof points, trusted content, a scalable tech stack, and investor-ready reporting without overinvesting.