The Book
Outcome Marketing is a complete B2B marketing system, from executive alignment through pipeline generation. Built by three practitioners across 50+ companies. Published December 2024. 236 pages.
"This thing is filled with gems! I thought I knew something about marketing. This book filled in a lot of gaps and slotted it all into a solid framework. Read it."Kingston Duffie, Founder & CEO, Navu
What's Inside
Most B2B marketing books start with tactics — content, campaigns, digital. Outcome Marketing starts with the question most companies skip: are the CEO, the marketing leader, and the sales team aligned on their bets?
The first three chapters build the strategic foundation. The remaining twelve cover the full marketing stack — metrics, team, technology, content, digital, campaigns, events, product marketing, sales enablement, and customer journey. Each chapter ends with a "New Cards in Your Hand" summary that turns concepts into action items.
Define your five cards — who, what, why, how, and so what. You do not play what you are dealt. You create your own hand.
Vision, mission, values, and positioning — the emotional foundation that makes your company memorable.
Connect three-year strategy to annual goals to quarterly OKRs. No more random acts of marketing. Everyone is accountable, including the CEO.
Metrics, team, technology, content, campaigns, events, product marketing, sales enablement, and customer journey. The operating system.
Written for B2B CEOs and marketing leaders in technology and SaaS. The system applies to any company with a complex sale and long buying cycle. The fundamentals — positioning, pipeline, alignment — work for marketing in any company.
What Readers Say
"The insights inside helped me shift marketing into clear, measurable business outcomes — and helped propel me to the CMO role and beyond. If you're looking for a real-world guide to making meaningful impact, this is the book to read."Laurie, CMO
"Every few years I read a book that completely shifts my perspective on a topic. Outcome Marketing was one of those books. This book takes an incredibly complex topic and distills it down into continually more digestible bits such that you understand the topic at every altitude. A must-read for business leaders or anyone looking to become one."Adam, Business Leader
From Book to Action
The book gives you the system. The company gives you the practitioners, the AI tools, and the network to implement it.
See how fractional CMO engagements work. Or explore the Brand Book to see how the methodology applies to positioning.
The Authors
Angus Robertson and Neil Anderson are fractional CMOs and the founders of Outcome Marketing. Read the founding story.
Brad Whittington is a Christy Award-winning novelist and the author of the Fred series. He turned three decades of B2B experience into the storytelling and voice that keeps a methodology book from reading like one.
A 30-minute discovery call. You bring the company. We bring the framework.
Talk to Advisor