For founders selling technical B2B products
Before you hire GTM,
prove the motion.
You have early customers, but too many plausible segments, messages and channels. A full-time GTM hire is an expensive way to learn which motion works. I help you choose what to test first and run it with you.
01 / Thesis
Your first GTM hire should inherit a motion.
Early customers leave useful evidence, but not a single obvious path. There may be several credible segments, messages and channels. Each one can look right from inside the company.
I pull the useful truth out of customer calls, founder knowledge, CRM history, and the deals that already moved. Then I rank the few credible bets, take one live, and let real conversations show what deserves more investment.
The new operator can improve a motion that has met the market instead of spending an expensive first quarter deciding what to run.
02 / The work
I build the first version and sit in the seat.
-
01
Find the wedge
Pull the useful truth out of customer calls, founder knowledge, CRM history, and the deals that already moved.
-
02
Define and rank the market
Choose the narrow buyer situation, map the reachable universe, and rank accounts by evidence instead of list size.
-
03
Build the research and outbound system
Connect the sources, qualification rules, account research, contacts, messages, and handoffs into one working line.
-
04
Run the first motion
I run the early outreach across email, LinkedIn, and calls. Replies and conversations change the targeting, message, and system until there is something worth scaling or handing off.
03 / Timing
Useful after the first proof. Too early before it.
A full build fits when
- Founder-led selling has produced customers and learnable acquisition evidence.
- The founder can still close and wants to stay close to the market.
- There is a narrow buyer situation and a commercially credible offer.
- The company needs a repeatable outbound motion before hiring an internal operator.
A smaller diagnostic may fit
Product proof and close capacity exist, but the acquisition path, segment, or offer still needs a bounded round of truth-finding.
I decline when
There is no product proof, nobody can close, or outbound is expected to discover product-market fit.
04 / How I work
A few rules keep the work honest.
-
01
Start with evidence
Customer calls, won deals, founder judgment, and real buying behavior come before market size or campaign volume.
-
02
Choose one buyer situation
A useful motion has a narrow audience, a credible offer, and a reason the conversation matters now.
-
03
The builder runs the motion
I stay close to the research, copy, sends, replies, and calls. That is where assumptions turn into operating knowledge.
-
04
Let the market edit the system
Replies, objections, meetings, and misses change the targeting and message. The handoff captures what the market taught us.
05 / Background
Sales judgment and systems execution belong in the same seat.
Someone who only builds can automate the wrong motion. Someone who only sells can spot the opportunity but struggle to make it repeatable.
I’ve carried quota selling technical products at Tonic, Rutter, and Clay. I’ve also rebuilt outbound, written the playbooks, built the workflows, and closed the deals. That means I can judge the commercial bet, build the machinery behind it, and run both close enough to the market to know what should change.
06 / Contact