About
I'm Kayla Fargo. I've spent more than a decade inside B2B marketing and go-to-market — first climbing the ladder inside operating companies across B2B SaaS and K-12 education technology, then founding Proximity to do the same work fractionally, for a handful of companies at a time.
Before I went fractional, I spent nine years inside operating companies — leading product marketing and commercialization for SMB and mid-market B2B software, running go-to-market strategy and product launches end to end, rebuilding websites and demand generation programs to scale, and at one point leading and reorganizing a ten-person marketing and creative team that hit its targets every year I was there. That stretch spanned clinical research software, library and education software, and professional services — the foundation under everything I do now.
I built a marketing function from nothing, grew it to eight people in six months, and drove 200% pipeline growth to $50M in that same window. Created the company's first Customer Advisory Board, ran an eight-week brand overhaul, then carried the team through acquisition and integration.
Since 2023 I've run overlapping fractional engagements across enterprise B2B software, K-12 ed-tech SaaS, and a pre-revenue B2B marketplace: growing a marketing-attributed pipeline 61% year over year — to $7.4M in 2025 — inside an established enterprise software company; rebuilding a K-12 ed-tech company's commercialization motion district by district; and building a marketplace's GTM foundation, HubSpot to website to content, from zero.
I've led teams of twenty-plus. I've also been the entire marketing department. Both of those are still true about how I work now — Proximity is fractional, but it isn't hands-off. I'm the strategist and the person actually doing the work, which is exactly how I like it.
What I Believe
The best work I've done happened when the wall between marketing and sales was down enough for me to actually see how deals were being won and lost, and adjust in real time — not publish a strategy document and hope someone downstream uses it.
Marketing makes bad calls when it doesn't sit close enough to product, to customer success, to whoever actually hears what customers say when no one from marketing is in the room.
I say the specific thing instead of the safe thing, because the specific thing is usually the only version that's actually useful to you.
Strategy without execution is useless – execution without strategy is aimless.
[…] Kayla was able to come into our business and quickly come up to speed on our business and ICP – not just the basics, but the subtleties that provide all context for differentiated value and positioning. Kayla didn’t just tell us our weak points, she built and executed a plan to close those gaps.
[…] This combination of skills is very rare, and when you find it the business gets better very, very quickly.
Twenty minutes, no pitch deck. Bring the real problem.
Plain-spoken notes on building AI agents for marketing and sales work, from someone who builds and uses them every week.