Category Strategy & Positioning
Define the market, sharpen the point of view and give buyers a compelling reason to believe you should lead it.
Fractional CMO & Executive Marketing Advisory for B2B SaaS & AI
Helping brands emerge as category leaders.
The Executive Standard partners with founders, CEOs and leadership teams to build the market position, executive narrative and growth system required to lead a category—in the channels, conversations and rooms that matter.
Built for B2B SaaS, AI, ambitious growth companies and PE-backed businesses.
Marketer of the Year 2023Executive Member
Top Women in Media & Ad Tech 2025
Top Women CMOs 2026
Communications CouncilCMOs Group
Executive MemberAnalog is so back.Human connection is becoming the scarce advantage.
Category leadership
Become the company your market thinks of first.
We help B2B SaaS and AI companies sharpen what they stand for, build the right marketing function and connect brand, communications, creators, demand, AI, in-market presence and revenue around one growth strategy.
Fractional CMO Leadership
Bring executive direction, operating discipline and accountability to the marketing function during a critical stage of growth.
Brand, Communications & Creator Strategy
Build the narrative, reputation, creator partnerships and market presence required to earn attention and trust.
Go-to-Market & Pipeline
Connect marketing strategy to commercial priorities, pipeline contribution and the decisions leadership must make.
AI Strategy & Adoption
Help marketing teams select, adopt and operationalize AI with judgment—without adding more tools than value.
Executive Visibility
Translate leadership judgment into thought leadership, contributed articles and a credible executive presence.
Events & In-Market Presence
Nothing replaces being in the room. Build an event and in-market strategy that creates real connection, commercial momentum—and a measurement model that finally makes event ROI visible.
Explore Events & In-Market Presence →When to call TES
When marketing is not keeping pace with the business.
TES works with founders, CEOs, CMOs, CROs, COOs and investors who need an experienced marketing leader to solve a specific growth problem—not another agency delivering more activity.
01
You need CMO leadership now.
The company needs executive direction and accountability, but a permanent hire is not yet the right answer.
02
Your market story is not landing.
The product is strong, but buyers cannot quickly understand why you matter or why you should lead the category.
03
Marketing is busy but not effective.
Activity is high, confidence is low and leadership cannot see what is influencing pipeline or growth.
04
You have outgrown founder-led marketing.
The next stage requires clearer priorities, stronger systems and a marketing organization built to scale.
05
Your creator strategy needs business rigor.
You need creators, influence and cultural relevance tied to brand value, customer acquisition or category authority.
06
AI adoption is creating more noise than value.
The team needs a practical strategy for where AI belongs, how it should be used and what it should improve.
Engagements
Choose the level of leadership the business needs.
Each engagement is designed around a specific executive need—from diagnosing the constraint to leading the function through its next stage.
Assessment™
$25,000
A clear verdict on marketing effectiveness, organizational readiness and the highest-priority growth constraints.
Discuss Assessment →Growth Accelerator™
$60,000
A focused transformation engagement that converts the diagnosis into momentum, structure and measurable progress.
Discuss Accelerator →Advisor™
$15,000
Ongoing executive counsel for CEOs and leadership teams navigating consequential marketing and growth decisions.
Discuss Advisory →Fractional CMO™
$35,000
Embedded executive leadership for companies that need a CMO’s judgment and accountability without a permanent hire.
Discuss Fractional CMO →*Starting prices. Final investment depends on scope, duration and level of executive involvement. Minimum engagement may apply.
About Raji Behniwal
Building brand authority with human taste and judgment.
With 20+ years across B2B and B2C marketing, I have built brands and category narratives across AI, SaaS, healthcare technology, food and beverage intelligence, and the creator economy. I translate complex products into stories people understand, trust and remember—and connect that work to commercial outcomes.
At Wincere, Captiv8 and Datassential, I have worked across different stages of growth: building marketing foundations, shaping categories, strengthening market perception, launching products and partnerships, and making marketing more accountable to the business.
I am a storyteller at heart. One of my advantages is the ability to step outside the company, view perception through an unbiased, big-picture lens and craft the story the market can understand and believe.
I pair that objectivity with cultural fluency—reading audiences, communities, seasons and emerging behavior to help brands participate in culture credibly, not opportunistically. I turn that understanding into positioning, campaigns, creator strategies and executive narratives that build cultural relevance, strengthen category relevance and make brands matter for more than a moment.
I also believe marketing should be accountable to outcomes. Strategy and storytelling matter, but so does measurement: leadership should be able to see what marketing is changing, where it is influencing growth and what deserves further investment.
Helping brands emerge as category leaders is the throughline of everything I do.
Experience across AI · SaaS · Creator Economy · Healthcare Technology · Food & Beverage Intelligence · Multicultural Marketing