FullProxy's consultants were quietly doing higher-margin, higher-value work — optimisation and strategy, not just reselling security products — but the brand hadn't caught up. Low-differentiation positioning meant the business was competing on price for services that deserved a premium, in a sales-weary market where trust and authority matter more than volume of outreach.
Fractional CMO Fiona West rebuilt the brand messaging architecture around FullProxy's actual value to complex, data-sensitive clients, then built the infrastructure to back it up: an annual strategic plan tied to board-level KPIs, a systemic content and events calendar built on thought leadership rather than ad-hoc activity, and closer alignment between sales and marketing through a newly recruited in-house marketer and a referred Fractional Sales Director.
The result was a 135% year-on-year revenue increase and 43% growth in website traffic, alongside a website redesign that repositioned the brand as consultative rather than purely technical — a shift that let FullProxy capture higher-value opportunities it was already capable of delivering but wasn't being chosen for.
