You're probably here because one of these is true.
Founder-led sales
Founder-led sales is starting to hit the ceiling. You've closed every deal yourself. The market strategy lives in your head. The company can't scale until that changes.
Market Story
Your product is ready but your market story isn't. Buyers don't immediately understand why they need it. The technology works. The narrative doesn't.
Stage Fit
The machine is wrong for the stage. You're running plays built for a company two stages ahead of you, or two stages behind. Either way it's costing you runway.
Is fractional engagement the right fit for you?
This works when
- You have a product that sells and revenue to prove it. What you don't have is the GTM system to make it repeatable.
- You've been the entire sales and marketing function. Deals close because of you, and that's the problem you need to solve.
- You're ready to invest in marketing as a business function, not a line item. Strategy, structure, and someone accountable for building the motion.
- You want a builder, not a vendor. Someone who maps the system, does the work, and leaves you with something that runs.
This isn't the right fit when
- You need someone to run paid ads, manage social, or execute a channel in isolation. That's a specialist or an agency.
- You're pre-product or pre-revenue. I work with companies that have something selling. If you're earlier than that, Advisory hours might be the better starting point.
- You want a marketing plan as a document. I build operating systems, not slide decks.
- You need a weekly status meeting to feel like work is happening. I work async-first and communicate in substance, not ceremony.
GTM is earning the right to scale.
Most founders skip to scale before they have any of these. The playbook they copy was built for a company ten stages ahead of them. The smartest GTM decision at this stage isn't which channel to add. It's recognizing which parts of the traditional GTM machine your business simply doesn't need yet.
​
This is what I help you build toward:Â Â
Before pipeline, before demand gen, before the funnel, GTM runs on clarity, evidence and de-risking. Without these, everything you build is a guess. With them, every decision compounds.
Clarity
The problem is urgent and the buyer is identifiable.
De-risking
You're spending small, learning fast and reducing uncertainty.
Evidence
Your solution resonates and your customers can prove it.
You're not hiring a marketing plan. You're hiring judgment.
I've worked with iconic brands — Microsoft, NVIDIA, Toshiba, Electronic Arts — and with founders and innovators still finding their market story for the first time. The range matters. The patterns that drive GTM at scale are the same ones that earn it at the earliest stage. The difference is which levers you pull and when.
​
I've been a builder, co-founding a startup, raising, shipping products, hiring, earning patents. An operator inside NVIDIA during hyper-growth, leading brand transformation at Toshiba, pivoting legacy brand Magellan from hardware to software. An advisor; six years at Gartner guiding hundreds of tech CEOs of emerging and mid-market tech providers through market hype and the GTM decisions that compound. And an investor, backing early-stage companies solving real problems in essential industries.
​
Every stage taught me something about the one before it and the one after it. That's not a resume. It's the reason I can meet you exactly where you are, whether you're building from zero or scaling past what got you here.
Challenge
Twelve years, $25M ARR, zero marketing function. Every deal initiated and closed by the founder.
What I Built
Positioning and ICP. A buyer-enabled demo strategy. Buyer Journey-aligned content. Sales enablement and competitive intelligence. A process for product launch.
What Changed
~40% contract value increase. New channel partnerships. Inc. 500 ranking improved. A set of workflows that kept running.
Customer Engagement Story
The mission was clear.
The market story wasn't.
A growth-focused B2B SaaS and professional services company serving complex federal customers. Twelve years in, growing, on the Inc. 500 fastest-growing list, and still selling every deal through the founder. The entire market strategy lived in his head: who buys, why they buy, and why a smaller company was the safer bet than the incumbent. Two new functional leaders, Sales and Product, were arriving in 90 days.
​
I was tapped to be the company's first marketer. A full 0-to-1 build. Fractional.Â
​
We didn't start with marketing. We started with mapping. Months of extracting every deal, every objection, every moment a buyer leaned in and why.
​
What it showed was bigger than a marketing gap. The motion itself was changing. A business built on bespoke, services-led delivery in a highly regulated market was evolving into a product-led one. Almost nothing they had was built for the second motion.
​
So we built it. A new story, repositioning them from commodity risk tool to decision-intelligence partner filling the gap on a criticial need. A modern, buyer-enabled demo strategy that moved qualification upstream. A competitive intelligence program the new sales leader could run without the founder in the room. And the launch of the product that opens the path to product-led growth.
The PROVE Approach
Build growth you can see, measure what's actually working, and own a GTM motion that keeps compounding after I leave. That's what this sequence is built to produce.
P
Pinpoint
The narrowest buyer who'll care, act, convert, and share. Not who might buy. Who is most likely to — this week.
R
Reach
Problem-first language they recognize before you finish the sentence. This is your pitch. The first two sentences of every sales conversation.
O
Observe
Talk, watch, pull the story. The conversation is the data. The workaround they're tolerating is your wedge.
V
Validate
The bet cheaply, before you build the funnel. Small commits, paid pilots, willingness to pay. Not signups — behavior.
E
Earn
The right to scale. Repeatable motion, repeatable wins, repeatable revenue. In that order.
Three Ways to Work Together
Every engagement starts with an honest answer to one question: what stage is your business actually in? The answer determines the scope, the sequence, and what success looks like.
Fractional
3–18 months | Retainer-based
Embedded marketing leadership. I own the function, build the foundation, and hand off something that actually works. This is the model when you're making the shift from founder-led to functionally-led, building GTM from zero, or repositioning for a new market.
Seed through Series B. Marketing needs to become a system, not a collection of tactics.
Advisory
Hours, no contract
Strategic counsel and GTM guidance. Regular sessions, async support, and a thinking partner who's seen your specific inflection point play out hundreds of times before.
Founders who need senior judgment without full-time commitment. Positioning review, investor narrative, GTM model design, pre-raise strategy.
Sprint
Priced for your project scope
Defined scope. Defined outcome. Positioning reset, messaging architecture, competitive intelligence build, launch planning. Starts immediately, ends with something you can execute.
Specific problems that need solving before a raise, a launch, a pivot, or a new leader's first day.