FRACTIONAL CMO · Advisor · Pre-Seed to Series B · b2b tech
Most marketing problems
aren’t marketing problems.
They’re go-to-market problems. I help founder-led B2B tech companies build the connective tissue between product, sales, and marketing, so those functions grow up aligned instead of growing apart.
Sound familiar?
Founder-led sales has hit a ceiling
You’ve closed every deal yourself. The strategy, the process, the “here’s how we do it” all live in your head, not on paper. The company can’t scale on one person’s calendar.
Buyers don't get the story
The product works, but people don’t quickly understand why they need it or why they should choose you.
Your GTM doesn't fit your stage
You're running plays built for a company ahead of, or behind, where you are. It's costing you time and runway.
Your GTM runs on assumptions
Who you sell to, why they buy, what’s actually working: most of it is educated guesses nobody has tested. Everything built on top of those guesses inherits the risk.
What I Build With You
01
Beyond Founder-led Sales
Turning the way the founder sells into a repeatable motion your first hires can run without you in the room.
02
Positioning & Packaging
Making your value obvious to the right buyer, and consistent at every touchpoint from first call to signed contract.
03
GTM Infrastructure
The pipeline rhythm, feedback loops, and operating discipline that earn you the right to scale.
CUSTOMER STORY
From founder-led sales to a working GTM system
After 12 years and $25M ARR, every deal still began and ended with the founder.
THE SYSTEM
We built the system around them: positioning, ICP, demo strategy, sales enablement, competitive intelligence, and a repeatable launch process.
RESULTS
~40% increase in contract value
New channel partnerships
Improved Inc. 5000 ranking
Workflows that kept running after the engagement
The PROVE Approach
Early-stage GTM is a sequence of hypotheses to test, not a list of tactics to copy.
Pinpoint
the buyer most likely to act.
A RideAlong finds your weakest stage. Groundwork takes you through Pinpoint, Reach, and Observe. Keel carries you through Validate and Earn. Prove it. Then build.
Reach them
with language that starts with their problem.
Observe
what customers say, do, and work around.
Validate
the bet cheaply through real commitments and understanding of willingness to pay.
Earn
the right to scale with repeatable wins and revenue.
Your stage. Your budget. Your scope.
A RideAlong shows you where you stand. Groundwork lays the foundation. Keel keeps you steady. Advisory is there when you need it.
Not sure which fits? Start with a RideAlong, or book a few advisory hours to talk it through.
RideAlong
A 30-day diagnostic
Not sure where to start? Start here. For 30 days, I ride along on your real go-to-market work: live sales calls, your pipeline, your messaging, and a few customer conversations. You get a readout with what’s working, the one constraint holding you back, your next 90 days, and a straight answer on what you need next.
Groundwork
The foundation engagement | Fixed scope, fixed fee
For pre-seed and seed founders who are selling on instinct. Together we pin down your beachhead and target accounts, talk to real buyers, sharpen your positioning and pricing, and leave you with a 90-day launch plan and a pipeline rhythm you can run.
Build
Fractional CMO leadership | Monthly retainer, 3–18 months
For founders past the foundation, and Series A–B teams ready to move beyond founder-led sales. I run and steady the motion: launches, account-based campaigns, paid pilots, the playbook your first sales hire learns from, and a quarterly re-plan.
ABOUT ME
I’ve worked with iconic brands (Microsoft, NVIDIA, Toshiba, Electronic Arts) and directly with founders at key intervals of their growth journey. 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 spent six years at Gartner advising tech CEO and their teams, from pre-revenue to $250M ARR.
I’ve been a first builder: co-founding a startup, raising, shipping products, hiring, earning patents.
Every stage taught me something about the one before it and the one after it.
Are we a fit?
A good fit if
- You have a product that sells and revenue to build on, but need a repeatable GTM system.
- You want an experienced builder to map the problem, do the work, and leave the team with a motion it can run.
Probably not a fit if
- You need someone to run one channel, you’re pre-product or pre-revenue, or you’re looking for a plan to file away.
- For earlier-stage founders, advisory hours may be a better starting point.