For more than 35 years, CSP has helped financial institutions strengthen performance and competitiveness through customer experience (CX) insights and research. As the company moved into its next stage of business, it engaged yorCMO to help explore new markets and bring greater clarity and consistency to marketing.
What began as a four-month engagement evolved into an ongoing partnership, with yorCMO working as an extension of CSP’s leadership team. Together, they aligned marketing more closely to business priorities, creating a more disciplined and scalable go-to-market approach.
Building a Stronger Marketing Foundation
Like many scaling organizations, CSP’s marketing efforts had expanded over time without a unified structure to connect initiatives, messaging, and business priorities. While sales continued to drive much of the company’s revenue, marketing lacked the coordination needed to fully support market expansion and build sustained visibility for CSP’s offerings.
CSP engaged yorCMO to help address these challenges. Through market research, internal analysis, and conversations with customers and strategic partners, the team helped clarify CSP’s positioning, refine its messaging, and identify strategic market opportunities.
“Since working with yorCMO, CSP has been implementing an organized, strategic approach to marketing and promoting our organization, including weekly meetings and quarterly reviews.”— Steve Kutilek, CEO, CSP
Building a More Integrated Marketing Function
yorCMO worked closely with CSP’s leadership team to create a more disciplined approach to marketing execution. Efforts were organized into quarterly sprints tied to business priorities, creating a steady operating rhythm while still allowing flexibility as priorities evolved.
Sales enablement became a heightened priority, equipping CSP and their strategic partner’s teams with stronger messaging, content, and sales tools. New offerings, including CSP’s Art of Service solution and a product research go-to-market strategy, were supported with clear launch strategies to improve early traction and impact.
A robust content strategy helped reinforce CSP’s market presence through multiple touchpoints, including a monthly newsletter covering top-of-mind topics for clients, prospects, and partners; thought-leadership LinkedIn posts, and webinars to engage and support prospects already in the decision process.
Strengthening Sales-Marketing Alignment
As CSP’s marketing foundation matured, another important shift occurred: sales and marketing began operating as one team.
Previously, sales largely operated on its own, while marketing functioned more as a collection of siloed activities than a coordinated business strategy. As John Berigan, EVP of CSP, put it: “We have a more focused marketing strategy now. Before, we often confused marketing with sales instead of having a strategy where the two worked together.”
As the company’s partnership with yorCMO deepened, marketing became more integrated into CSP’s expansion efforts. Consistent messaging and more targeted content enabled teams to deliver value throughout the sales process. Outreach became more intentional, contributing to relevant information and insight through case studies, webinars, and educational content rather than completing simple “check-ins.” Conversion rates improved as a result.
“The conversion rates are higher because our outreach now has purpose behind it.”— John Berigan, EVP, CSP
The strategic partnership channel also saw meaningful progress. With stronger enablement materials and more regular communication, the sales team was better equipped to identify qualified opportunities across CSP’s product portfolio and uncover new ways to support their customers.
“The most meaningful change for me is that CSP now has an organized marketing expert to help us think through new strategies and push us to develop and implement them.”— Steve Kutilek, CEO, CSP
Delivering Measurable Business Results
What began as a marketing engagement evolved into a more mature and aligned function across the organization.
CSP’s new contracted revenue increased 46% in 2025, driven by accelerated new business momentum and an expanding pipeline of new client deals. Market visibility followed the same trajectory with email engagement tripling from its 2023 baseline and website traffic increasing 61% year over year.
The result: CSP entered 2026 with clearer priorities, a stronger partner channel, and a more repeatable and scalable operating approach.
Is a Fractional CMO Right for Your Business?
For many growth-stage organizations, marketing starts as a collection of activities spread across teams, vendors, and competing priorities. Over time, that approach led to inconsistent messaging and missed opportunities.
A fractional CMO brings structure and leadership to marketing, without the overhead of a full-time executive hire. For organizations that have outgrown scattered marketing efforts, the fractional model offers a more strategic and scalable path forward.
