Company: Sportingtech
Industry: B2B | SaaS | Technology (Gaming & Sportsbook)
Objective: Redefine brand proposition, professionalise the GTM function, and scale market share across LATAM and Africa.
Solution: Fractional CMO & Growth Consultancy
Background
Sportingtech is a multi-award-winning provider of turnkey betting and gaming solutions. Their modular iGaming platform, covering sportsbook, casino, and retail, is designed for regulated and emerging markets, offering an intuitive back-office and a fully omni-channel experience.
While Sportingtech possessed a high-performance product, they recognised a need to evolve their brand and their growth strategy to better compete in high-stakes markets like Brazil, Mexico, and various African territories. They required a strategic overhaul to transition from a product-led business to a market-leading growth engine.
The Challenge
The business faced the classic “scale-up” hurdle: a disconnect between product capability and market perception. To win in hyper-competitive regions, Sportingtech needed:
- Strategic Alignment: A unified vision across Product, Service, and Commercial functions.
- Operational Rigour: Transitioning from reactive marketing to a proactive, data-driven sales and marketing machine.
- Speed to Market: The ability to relaunch a global brand without the overhead or delay of a full-time executive search.
The Brief
Growth Partners deployed Lianne Norry as Fractional CMO to professionalise Sportingtech’s growth trajectory and bridge the gap between high-level ambition and operational execution. Originally a six-month project, the engagement was extended repeatedly to an 18-month partnership as Lianne took a seat within the leadership team to overhaul the business’s GTM strategy and brand architecture.
Operating up to four days per week, she transitioned the company from a product-centric model to a performance-led growth engine, collaborating closely with the C-Suite to ensure the proposition was robust enough for the complexities of the LATAM and African markets. By the full relaunch in January 2026, the remit had evolved from strategic consultancy into the total operationalisation of marketing efforts, directly linking activity to measurable commercial outcomes.
The Solution
Lianne led a comprehensive overhaul of the commercial function, moving the business through a deep diagnostic phase into a high-performance execution model.
Organisational Restructure & Mentoring
- A key pillar of the solution was ensuring long-term sustainability. Lianne redefined the marketing team’s structure and roles to align with the new international ambition. Through direct mentoring of key team members, she upskilled the internal function to maintain the new "growth engine" standard.
Performance-Driven Go-To-Market
- ABM & CRM: Targeted outreach to Tier-1 operators.
- Content & Media: Launching YouTube strategies and high-tier Media/Event Partnerships.
- Event Excellence: A revamped events strategy focused on "stand out" presence and high-intent lead generation.
Results
The 18-month partnership transformed Sportingtech from a solution provider into a dominant, international market contender. This success was underpinned by a total business relaunch, including a full brand update, successfully executed in January 2026. Furthermore, a scalable blueprint was established for ongoing market expansion into key regions like Mexico, Africa, and beyond.
A major cultural shift occurred within the organisation, with Marketing now recognised as the primary growth engine of the business, supported by an aligned strategy approved by the Board. Operationally, the partnership delivered full commercial visibility through integrated CRM and performance reporting, which allows for complete transparency of the sales funnel and enables data-backed investment decisions.
About Growth Partners
Growth Partners connect the very best marketing consultants with world-leading organisations. We specialise in marketing, sales, RevOps and commercial, offering a full range of flexible resourcing leadership solutions.
