Foundation
A 90-day operating plan built from your intake capacity, payer mix, and location map - or, for software companies, from pipeline targets and CAC payback - deciding which nodes run first, which wait, and what each is expected to return.
Operator layer · O.01
Fractional CMO for ABA Clinics & Behavioral Health Software
Marketing leadership without the executive hire.Senior marketing leadership on a fractional basis - one accountable operator who owns the roadmap, the budget, the vendors, and the pipeline scoreboard for your ABA clinic or behavioral health software company, without a full-time executive hire.
Budget owned end to endOne P&LEvery channel, vendor, and hire is funded from one plan and graded on one metric - not eight invoices competing for credit.
Operating cadenceWeeklyPriorities, blockers, and decisions reviewed with your leadership every week; the roadmap is re-cut monthly and re-scoped quarterly.
Category fluencyDay 1Authorization timelines, BCBA capacity, payer language, and HIPAA-conscious measurement are already in the operator's vocabulary. There is no ramp.
On call, not on retainer8 nodesSEO, GEO, digital PR, CRO, UX, web development, local SEO, and paid ads are available to the plan - and engaged only when it needs them.
What the operator owns
One owner for strategy, budget, vendors, and the scoreboard
Most ABA clinics and behavioral health software companies do not need a full-time CMO. They need someone senior enough to own the marketing P&L, set the roadmap, and hold every vendor and channel to a single definition of success - for a fraction of an executive's cost and without the six-month ramp of a hire. The fractional CMO engagement puts one accountable Higglo operator on that job.
Build
Ownership of the marketing budget and every vendor in it: agencies, freelancers, platforms, and in-house hires held to one roadmap and one definition of a qualified inquiry.
Compound
A weekly operating cadence with your leadership team - priorities, blockers, hiring and vendor decisions - so marketing moves at the speed of the business, not the retainer calendar.
Measure
One scoreboard: pipeline, cost per qualified inquiry, intake or demo conversion, and payer-eligible volume, reported monthly to owners, boards, or investors in language they can act on.
Operating model
How the engagement runs once the roadmap is aligned.
Service overview
Most ABA clinics and behavioral health software companies do not need a full-time CMO. They need someone senior enough to own the marketing P&L, set the roadmap, and hold every vendor and channel to a single definition of success - for a fraction of an executive's cost and without the six-month ramp of a hire. The fractional CMO engagement puts one accountable Higglo operator on that job.
The operator layer is what makes eight disciplines an engine rather than a retainer stack. Your fractional CMO decides which nodes run and in what sequence, sets budgets and targets, manages the specialists doing the work - Higglo's pods, your in-house team, or the partners you already have - and reports the whole system against qualified pipeline. For clinics the scoreboard is payer-eligible inquiries and intake conversion; for ABA software companies it is qualified demos, pipeline, and CAC payback. Hire the operator alone to run what you already have, or pair it with the nodes you're missing.
What your team can expect
- Weekly leadership sync: priorities, blockers, hiring and vendor decisions
- Monthly scoreboard read: pipeline, cost per qualified inquiry, intake or demo conversion, payer-eligible volume
- Quarterly roadmap and budget re-scope against capacity and growth targets
- Vendor, agency, and in-house team management under one definition of a qualified inquiry
Performance signals
What the operator layer changes
The fractional CMO is measured the way the rest of the engine is - on qualified pipeline and the cost to produce it - not on decks delivered or meetings held.
One P&L
Every channel, vendor, and hire is funded from one plan and graded on one metric - not eight invoices competing for credit.
Weekly
Priorities, blockers, and decisions reviewed with your leadership every week; the roadmap is re-cut monthly and re-scoped quarterly.
Day 1
Authorization timelines, BCBA capacity, payer language, and HIPAA-conscious measurement are already in the operator's vocabulary. There is no ramp.
8 nodes
SEO, GEO, digital PR, CRO, UX, web development, local SEO, and paid ads are available to the plan - and engaged only when it needs them.
Client spotlight
Examples of this service producing measurable movement.
Case study 01
Motivity
From Invisible to Investable: 930% Organic Impression Surge Fuels a $27M Series B
- +930% organic impressions (Google Search Console, month 7 vs. baseline)
- +343% qualified demo requests via closed-loop HubSpot attribution
22-month engagementView case study →
Case study 02Raven Health
Rebuilt a WordPress marketing site into an award-winning platform - with every URL preserved
- 65 marketing pages rebuilt with 1:1 URL and copy parity - a zero-loss SEO cutover
- 101 blog posts migrated with zero URL changes
~3-month rebuildView case study →
Runs the nodes
The operator doesn't replace the nodes. Here's what it runs.
A fractional CMO from a consultancy hands you a deck and leaves execution to whoever you can find. Ours owns the roadmap and the budget for every node below - Higglo's pods, your in-house team, or the partners you already have - and is graded on what they produce together.
- ↗ 01
SEO
The operator decides what SEO is for - which service lines, which metros, which payer questions - so the compounding channel is aimed at capacity the practice can actually onboard.
Open SEO - ↗ 02
CRO
Conversion work is where a fractional CMO earns the fee fastest: it acts on the demand you already have, inside the first 30–60 days, before a dollar of new spend is approved.
Open CRO - ↗ 03
Paid media
Budget is the operator's call. Paid covers the markets and weeks organic hasn't reached, and gets cut the month it stops beating organic on cost per qualified inquiry.
Open Paid media - ↗ 04
Digital PR
Authority is a multi-quarter bet. An operator holding the P&L is who decides when the practice can afford it, and holds it to backlinks and AI citations rather than clippings.
Open Digital PR
Ready for an operator?
Let's put one owner on the whole engine
Share your current marketing setup - vendors, in-house team, budget, and where pipeline is stalling. We'll outline what a fractional CMO would own in the first 90 days, which nodes the plan actually needs, and what the engagement would cost.