Case Study
Fairplay's New Growth Engine Drives Revenue Up 67%
SaaS B2B
SAS, founded in 2019, CDMX
Scale Up, 120 employees
Problem
Plenty of Talent, Little Structure
Before the Fractional CMO came on board, Fairplay's marketing team was working without clear processes, well-defined objectives, or a shared directionon which initiatives to prioritize. This created day-to-day disorganization and made it difficult to coordinate efforts between marketing and other areas of the company.
Without a structured way of working, it was hard to measure the real impact ofactions, optimize campaigns, improve channel efficiency, or scale growth in asustainable way.
Diagnosis
Lack of Methodology and Reliable Data
The challenge wasn't the team's capabilities — it was the way they worked.
On top of that, the absence of organized data and a system to record and analyze campaign performance made it impossible to understand which initiatives were actually working and where investment should be focused.
In this context, Extandard's Fractional CMO began to play a key role, providing strategic direction and laying the foundations for a results-driven operating model.
Solution
Agile and Dynamics as Key Drivers of Growth
To bring structure to the team's work and accelerate growth, Extandard's Fractional CMO introduced an Agile-based methodology, organizing initiativesinto two-week sprints and structuring work into epics aligned with business objectives.
This approach enabled better prioritization of initiatives, improved cross-team coordination, and an iterative way of working focused on the actions with the greatest impact.
In parallel, the implementation of Dynamics CRM made it possible to structure the commercial pipeline data and turn it into a key decision-making tool. From lead generation to customer conversion, the team was able to record, analyze, and attribute the performance of each campaign — continuously optimizing strategies and channel efficiency.
Results
Results achieved with Extandard
87%
CAC Reduction
67%
Revenue Growth
75%
Reduction in Advertising Costs
133%
ROAS Increase
"Having Dynamics CRM has allowed us to record all information about our leads and customers, making it much easier to build projections and plan our 2025 forecast"
Arnold Camus, Marketing Manager at Fairplay
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