Engagement Models
Marketing Retainers for B2B and B2Gov SaaS
Ongoing retainers structured to anchor decisions in pipeline visibility and revenue context across long sales cycles.
Built for Companies with Complex Sales Cycles
KIU works with companies operating in long sales cycles, where growth requires steady direction and consistent evaluation.
Engagements begin with clarity and move toward sustained improvement over time.
Ongoing Retainer
The retainer is the primary engagement structure that mostly operate on a 12-month basis.
Growth in complex sales environments requires visibility across a full sales cycle and seasonality. A year-long structure provides the continuity needed to evaluate pipeline contribution and make disciplined adjustments.
What's Included:
First, a structured diagnostic phase focused on:
- Pipeline health
- Go-to-market alignment
- Priority setting
This groundwork sets baseline and direction for the rest of the engagement.
Then, the retainer operates on a monthly allocation of hours and integrates:
- Strategic direction tied to revenue targets
- Hands-on marketing execution
- Ongoing pipeline review
- Structured adjustment based on performance
The level of involvement depends on your internal capacity. Some teams execute internally with strategic oversight, others engage KIU more deeply for both direction and execution.
In all cases, marketing decisions remain tied to measurable revenue context. The goal is not to add layers, but to bring clarity and steadiness to how marketing decisions are made.
Why This Structure Works
The structure is designed to:
- Support continuity across long sales cycles
- Reduce reactive or scattered execution
- Align marketing effort with revenue goals
- Improve performance through disciplined evaluation and follow-through
The result is marketing that moves steadily with the business, rather than reacting to it.
Standalone Diagnostic
Standalone diagnostics are designed for organizations that need an objective view of their current position before deciding what to do next — whether that means investing in marketing, hiring internally, restructuring existing efforts, or focusing elsewhere.
The engagement is delivered as a defined block of advisory hours and mirrors the initial phase of a retainer. It focuses on:
- Assessing pipeline health and conversion patterns
- Reviewing go-to-market alignment
- Identifying structural gaps between revenue targets and marketing inputs
- Establishing clear priorities and decision criteria
The work requires access to the relevant systems and platforms so as to reflect how the business actually operates.
The diagnostic concludes with a formal recommendation outlining potential next steps.
Project Engagements
Defined-scope projects are considered when objectives are clear and ownership is established.
These engagements are typically tied to a broader go-to-market or pipeline objective rather than isolated marketing tasks.
Focus and Involvement
KIU maintains a focused portfolio to ensure depth of involvement.
Each engagement receives direct senior-level attention, clear communication, and defined accountability. Clients work directly with KIU’s principal. There are no layered handoffs or delegated strategy.
The objective for KIU is durable progress, not volume of engagements.
NEXT STEPS
Exploring What This Could Look Like?
If you are evaluating how marketing contributes to pipeline and revenue, the first step is a structured conversation.
From there, we determine whether a retainer or a diagnostic engagement makes sense.