Fractional Growth & GTM Leadership
Senior-level support for startups that need sharper go-to-market strategy, stronger execution, and better alignment across marketing, sales, and operations.
Practical AI for GTM Teams
Hands-on training for teams that want to use AI more effectively across research, content, planning, and day-to-day execution.
Executive AI Coaching
One-on-one coaching for founders and operators who want practical support using AI to improve strategy, communication, and decision-making.
Team AI Office Hours
Ongoing team support designed to turn training into adoption through live Q&A, workflow guidance, and practical problem-solving.
Crys Clear AI for GTM
Foggy → Focused → Crystal Clear
Six weeks from AI-curious to AI-operational, built around your team, your data, and your tools. Your team maps where the hours really go, builds a shared Business Brain, ships marketing and sales workflows that run on Monday, and vibe codes a working GTM tool by week five. Week six turns it all into habits with a 90-day roadmap. Every session ends with something running.
How it works
Private program for GTM teams of up to 10, virtual.
Pre-work calls with every team lead.
Six weekly live sessions: teach, build, share.
Office hours after every session so nobody stalls.
All templates, prompts, and frameworks stay with your team.
Upcoming Events
Come learn with me! Here’s where I’m teaching next.
HackingHR AI@Work: Bias, Trust & Transparency
HackingHR · Virtual · July 28, 2026
Pavilion AI in GTM School
Pavilion · Virtual · July 29 – August 26, 2026
43 engagements since 2019 · 18 recordings to watch · 9 dates on the 2026 calendar
Explore the Full 2026 SeasonRecent Writing
Essays and columns on AI, marketing, and human judgment.
LinkedIn ArticleI Asked Three AI Tools to Show Me a CEO. Here’s What Happened.
Before the AI even generated an image, the room already knew what it would show. What three tools actually produced reveals more about our defaults than any of us want to admit.
Human InputThe conversation we keep having about women and AI is missing half the story
Reese Witherspoon urged women to embrace AI. New research reveals why access and upskilling are only part of the answer.
LinkedIn ArticleI Was Going to Vibe Code It. My AI Talked Me Out of It
What happens when your AI collaborator tells you the approach you’re excited about isn’t the right one? A story about what real thought partnership looks like.
Published & featured in
Why Founders Hire Me
Strategic leadership with practical AI experience
I help early-stage and growth-stage startups connect strategy to execution.
That can mean clarifying positioning, improving go-to-market performance, aligning marketing and revenue operations, or helping teams adopt AI in ways that actually support day-to-day work.
What clients value most is that I bring both executive-level thinking and hands-on execution. I know how to build strategy, but I also know how to operationalize it.
Technical + Market Fluency
I bridge product, marketing, and operations so complex technology becomes clear, relevant, and easier to sell.
AI, Applied to Real Work
I help teams move beyond experimentation and into practical adoption through training, coaching, workflow design, and smart implementation.
Growth Systems that Scale
I build the operating rhythms, reporting visibility, and cross-functional alignment that support efficient growth.
A few things I’ve Helped Build
I’ve worked with startups and growth-stage companies across highly competitive B2B markets to strengthen positioning, improve execution, and create momentum where it matters most.
Go-to-market clarity in complex markets
Helped teams sharpen messaging, define category stories, and launch products with stronger market alignment.
Revenue alignment through RevOps
Connected sales, marketing, and customer data into dashboards and reporting rhythms that gave leadership clearer visibility into performance.
Practical AI adoption
Designed GPTs, automations, and workflow solutions that reduced manual work, improved speed, and supported better execution.
Thought leadership that builds credibility
Supported founders and executives with speaking, content, and strategic visibility programs that helped elevate their voice in market.
Sales enablement that supports conversion
Built tools and programs that helped teams communicate value more clearly and move opportunities forward.
Companies I’ve Worked With
What It’s Like to Work With Me
I’m often brought in when a company needs a strategic partner who can quickly see what is missing, bring structure to the chaos, and help teams make progress without adding unnecessary complexity.
She is a rare strategic thinker who can also roll up her sleeves, exactly who is needed in that startup environment, and an impressive leader in a larger corporate one.
Tiffany Lyman Otten
Un-Agency Owner
Her wealth of experience is not only inspiring but enables her to create a vision and in turn implement that vision with amazing speed and efficiency.
Eva Powell
Business Development Leader
Crystal is the most amazing and energetic marketing person in the business. I would say Crystal is an 11 out of 10!
Jason Vaux
Account Executive
To put it bluntly: Crystal walks on water… Mainly because she’s smart enough to freeze it first, put some cleats on and carefully walk across it.
John Hawley
Engineer
The questions I hear most
What is a fractional CMO, and how is it different from hiring an agency?
A fractional CMO is a senior marketing leader who joins your team part time and owns strategy and results, not just deliverables. An agency executes campaigns you assign; a fractional CMO sits on your side of the table, setting direction and staying accountable to revenue. The full picture, including when an agency is the better call, is on Fractional CMO for B2B SaaS. For an outside primer, Fractionals United’s SMB AI Guide, which I contributed to, is a good place to start.
What does a fractional CMO cost compared to a full-time hire?
A full-time CMO in the US typically costs well into six figures plus equity, benefits, and recruiting risk. A fractional engagement delivers the same seniority for a fraction of that, scoped to what your business actually needs each month. The longer answer, including how retainers are scoped, is on the fractional CMO page.
Do you work with B2B SaaS and early-stage tech companies?
Yes, early-stage B2B tech is home base. I started as a programmer, so complex products do not scare me: I translate deep technology into positioning buyers understand. My clients range from B2B SaaS startups through growth-stage technology companies, plus Colorado small businesses that want the same rigor.
Is “CMO as a service” the same as a fractional CMO?
Mostly, yes. “CMO as a service” is how some buyers describe getting executive marketing leadership as an ongoing engagement instead of a full-time hire. Whatever name it wears, the substance is what matters: defined scope, measurable outcomes, and one accountable leader. I break down how to tell the substance from the label on Fractional CMO for B2B SaaS.
Can you bring a full fractional marketing team, not just a CMO?
Yes. Some engagements start with me alone and grow into a fractional marketing team: I set the strategy, then build and direct the right mix of contractors, agencies, and in-house hires to execute it. How that works, and when it makes sense, is on the fractional CMO page.
What does an AI GTM consultant actually do?
An AI GTM consultant helps your go-to-market team apply AI where it actually moves revenue: research, content, pipeline operations, and reporting. The goal is capability that stays after the engagement ends, not a stack of tool subscriptions. The full breakdown, including the four ways to work together, is on AI GTM Consultant.
How do you bring AI into a GTM team without the hype?
Foundations before tools, and a human in the lead, always. My six-week program, Crys Clear AI for GTM, takes teams from AI-curious to AI-operational: map where the hours go, build a shared Business Brain, ship real workflows, and leave with a 90-day roadmap. Every session ends with something running. No agent hype, no fear, just capability your team keeps.
Free AI Visibility Scan
When buyers ask AI about your market, do you show up?
AI is the new front door. Run a free scan to see how your site shows up across AI search and the large language models your buyers already trust. It takes under a minute.