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# Lookthrough — Interim Marketing Leadership & Funnel Development
- URL: https://www.livain.com/blog/lookthrough-interim-marketing-leadership-funnel-development/
- Published: 2025-08-31T15:03:00.000Z
- Updated: 2026-08-31T12:36:20.000Z
- Description: Interim CMO mandate focused on stabilising marketing leadership, aligning marketing and sales, and advancing foundational funnel and brand initiatives.
- Author: Remco Livain
- Tags: Projects

*Completed Mandate · Interim CMO (iCMO) · B2B Software / Analytics · Switzerland · 2025*

This project documents my work as an **Interim Chief Marketing Officer (iCMO)** supporting **Lookthrough** during a defined transition phase.

The mandate focused on **stabilising marketing leadership**, developing a clear marketing and sales funnel, and advancing a brand identity refresh to support future go-to-market activities.

## **Context**

- **Company:** Lookthrough AG
- **Industry:** B2B Software / Analytics
- **Geography:** Switzerland
- **Timeframe:** Q3 2025 (defined interim engagement)
- **Role & mandate:** Interim CMO / Fractional Executive Marketing, responsible for marketing leadership, funnel development, and brand direction

## **Starting point**

At the start of the engagement, Lookthrough required **temporary senior marketing leadership** to support several foundational initiatives.

Key challenges included:

- **Leadership coverage**
  - The organisation required a dedicated marketing lead to take ownership of marketing topics and provide continuity during a defined phase.
- **Funnel clarity and alignment**
  - The marketing and sales funnel needed clearer structure and ownership
  - Alignment between marketing and sales functions required active coordination
- **Brand positioning readiness**
  - A brand identity refresh was planned but required leadership, direction, and internal alignment to move forward

The primary constraint was **time-bound impact**:

the mandate needed to focus on a small number of high-leverage initiatives rather than broad execution.

## **Scope of responsibility**

### **Responsible for**

- **Marketing and sales funnel development**
  - Leading the definition and structuring of the marketing and sales funnel
  - Acting as the primary marketing counterpart for funnel-related topics
- **Brand identity refresh leadership**
  - Overseeing the brand identity update in collaboration with an external design studio
  - Facilitating internal feedback and decision-making on creative direction
- **Internal alignment and communication**
  - Ensuring clear coordination between marketing and sales stakeholders
  - Providing regular updates and proactive input to leadership
- **Interim marketing leadership**
  - Acting as point of responsibility for marketing topics during the engagement
  - Bringing structure and prioritisation to ongoing initiatives

### **Explicitly not responsible for**

- Direct sales execution
- Full-time operational management beyond the interim marketing mandate

### **Collaboration model**

Worked closely with:

- Internal leadership and key stakeholders
- Marketing and sales counterparts
- External creative partners responsible for the brand identity work

## **Key decisions & initiatives**

### **Focus on funnel fundamentals**

Given the interim nature of the role, a deliberate decision was made to:

- Prioritise **funnel clarity and ownership**
- Avoid dispersing effort across low-impact marketing activities

This ensured that marketing work directly supported sales and future growth.

### **Brand identity progression**

In parallel, the brand identity refresh was advanced by:

- Providing clear leadership and direction
- Moving the project from exploratory discussions into concrete creative concepts

### **What was reinforced or initiated**

**Reinforced**

- Clear division of responsibilities between stakeholders
- Regular alignment on funnel-related topics

**Initiated**

- Structured collaboration with the external brand agency
- Clear ownership for marketing decisions during the interim phase

## **Outcomes**

- Marketing leadership was **stabilised for the duration of the mandate**
- A clear marketing and sales funnel structure was established
- The brand identity refresh progressed to a defined creative concept stage
- Internal alignment between marketing and sales improved

From an organisational perspective:

- Decision-making became more focused
- Marketing discussions shifted toward structure and priorities rather than ad-hoc execution

## **Lessons learned**

### **What I would repeat**

- Focusing on a small number of foundational initiatives in an interim role

### **What I would do differently**

- No major changes identified given the defined scope and timeframe

### **What others can learn**

In interim leadership roles, value is created by quickly identifying and owning the few initiatives that unblock future progress — not by attempting to do everything.