What we can work on together.
GTM
Decide which markets to enter, how the product differentiates, and how each release reaches customers, in one plan every team works from.
- Enter the right markets first.
- Match investment to release size.
- Get every release out on time.
- Keep sales, marketing, product, and partners on one plan, so launches stop failing on handoffs.
- Hit the KPIs each release was funded to hit.
- Cut the customer churn, partner frustration, and staff turnover that follow a misaligned launch.
- Grow revenue and market share faster through aligned execution.
- Market analysis and competitive differentiation
- Segment definitions a rep can disqualify with
- Launch tiers: which releases earn a full campaign and which get a release note
- Team readiness review across sales, marketing, and support
- The plan: what ships, in what order, and to whom
Category & positioning
Name and define the market you compete in, in language buyers already search for, to give them a category to put you in.
- Pinpoint real buying criteria.
- Shorten evaluations.
- Stop losing deals to a cheaper or better-known option.
- Get analysts and investors to describe your business in alignment with your goals.
- Enter a new segment without confusing the one you have.
- Category definition and naming, when no existing label fits
- Category criteria: what belongs in it, and what a leader in it looks like
- Positioning against adjacent categories, not just direct competitors
- A rollout plan across the site, sales, and analyst conversations
Market research & intelligence
Run competitive teardowns, buyer interviews, and market sizing, each tied to one business decision, to understand the competition and buyers.
- Make evidence-based decisions.
- Find your sweet spot.
- Pivot when the evidence proves a different direction is relevant.
- Competitive teardowns: positioning, pricing signals, messaging, and documentation, with each rival's weak points listed
- Category and market sizing from public sources, with every figure attributed
- Buyer interviews, surveys, questionairres
- Analyst interviews
- A written summary and comparison table for sales, battlecards, and enablement
Marketing budget
Allocate spend across channels, tools, and headcount based on accepted benchmarks and other key drivers to build a predictable marketing budget.
- Spend on proven channels.
- Defend by results.
- Reallocate as you go, based on evidence from your activities.
- Budget allocation across channels, tools, and programs
- A build-vs-buy view on tools and headcount
- Quarterly budget reviews tied to what the measurement actually showed
- A reallocation plan when something isn't working
Positioning & messaging
Define positioning, ICP, message architecture, and brand voice in one system to give every team the same explanation of what you do.
- Tell one value story across every team.
- Speed content production.
- Improve conversion on core pages.
- Match each message to the channel and audience it belongs on.
- Settle segment and feature debates from one shared source instead of re-arguing fundamentals.
- Hand new reps, writers, and product a brief they can use on day one.
- Positioning: what the product is, who it's for, what it displaces, and what it does better
- ICP and segmentation, defined so a rep can disqualify with them
- Message architecture: the core narrative, proof for each claim, and variants by segment and channel
- Brand voice guidelines the team can apply
- The "why us, not them" answer in writing, where it can be challenged
- A review cadence, so the document is updated when competitors, product, or ICP change
Press release writing
Announce important, newsworthy info to relevant outlets for editorial coverage & public attention, in your brand voice & based on your unique story.
- Earn editorial coverage.
- Reach the outlets your market reads.
- Get picked up by wire services.
- Press releases written to AP style and wire-service standard
- Quotes, boilerplate, and supporting facts gathered and verified
- Distribution guidance: which wire, which outlets, when to send
- Coordination with the rest of the announcement, so nothing contradicts
Product-market fit
Measure where the product meets real demand, using buyer interviews and usage data, to confirm the target audience before scaling.
- Aim resources at proven demand.
- Drop segments without fit.
- Know when to scale.
- Prove to investors, analysts, and the board that growth is repeatable.
- Interviews with buyers, users, and churned accounts, coded into themes
- A review of usage, retention, and win/loss signals against the target segment
- A written verdict per segment: where fit is proven, and where the evidence is thin
- A thorough analysis of recorded calls with prospects and customers
- Recommendations: reposition, narrow the segment, or change the product story
SEO & GEO
Fix technical health, structure content, and state claims plainly to get search and AI answer engines to find and describe your business correctly.
- Get found and cited correctly by search and AI engines.
- Grow qualified organic traffic.
- Fix technical blockers.
- Technical health: crawlability, site structure, schema, internal linking, and page speed
- Keyword and question research from buyers' own words
- Refresh cycles for existing pages
- Definitions, naming, and claims stated plainly enough for models to extract and cite
Storytelling & fundraising
Build the investor narrative, deck, and proof points on the company's positioning to enter the raise with one story the whole team tells.
- Raise funds with a story you believe in and can deliver.
- Align pitch with positioning.
- Cut investor prep time.
- Ensure you deliver the right messaging for the right audience.
- Fundraising narrative and deck story, built on the underlying positioning
- Traction and market-size framing investors actually trust
- Founder story and vision sections, in your own words
- Talking points for the questions investors always ask
Blogging & contributed articles
Run a blog and contributed-article program on a fixed cadence to build a public record of expertise and steady organic traffic.
- Grow organic traffic.
- Earn backlinks and citations.
- Demonstrate thought leadership.
- A working editorial calendar, sized to what the team can actually keep up with
- Bylined and ghostwritten posts, from outline to published piece
- Contributed articles pitched and placed on outside publications
- A repurposing pass so one idea becomes several pieces
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Brand & marketing strategy
Set direction, priorities, and identity for all marketing in one plan to move the team from firefighting to growth work.
- Set one direction for every hire and dollar.
- Cut wasted spend.
- Accelerate decisions.
A brand strategy is a detailed, long-term plan for successfully developing, positioning, and marketing a brand to shape how it is perceived by your audience.
A strong brand strategy guides all creative, verbal, and visual choices, and is based on strategic positioning and business purpose, target audiences and segmentation and messaging & voice. The strategic foundation for business growth is critical, and is the foundation on which the business goes to market.
- Vision / Values / Mission
- Target Customer Segmentation
- Value Proposition
- Brand Architecture
- Brand Messaging / Tone / Look & Feel
