GTM & Strategy for founder-led and investor-backed companies
Seven areas of focus. One method underneath.
Find the Summit that sounds like your business, or start with a call and we’ll figure out the shape of it together.
73%
channel growth from resolving the sales-marketing misalignment that follows a repositioning that never reached the field
Positioning Reset engagement
57%
revenue growth (plus ~8% NRR increase) after exiting unprofitable accounts and rebuilding around higher-margin lines
Ideal Customer Audit engagement
32%
drop in CAC from an upstream market-influence program built around peer-credible content and PR
Market Investment Mapping engagement
39%
MQL-to-SQL improvement from rebuilding sales-marketing trust after lead quality eroded it
Silo Reset engagement
the full commercial function
Eliminate the execution gaps between your marketing, sales, and operations to unlock scalable revenue.
A Chief Commercial Officer owns the alignment between every function that drives growth – strategy, channel, team execution, and the accountability structures that make it stick.
I’ve built demand generation engines at $2B enterprises, rebuilt CRM instances so automation actually delivers, and I’m standing up marketing automation from scratch for a craft cider brand right now. It’s an operator background, which means I work closer to an internal leader than an external partner. When the situation calls for it, I’m in the work with you.
The Seven Summits
Where are you right now?
Every engagement starts with a specific problem, not a scoping conversation. Find the one that sounds like your business.
Positioning Reset
Everyone in your category says the same three words about themselves. Yours too?
Messaging shifts depending on who’s telling it. The team can’t articulate what makes you different. Buyers can’t tell you apart from the next name on the list.
Proof: repositioning + field rollout → 73% channel growth from fixing sales-marketing misalignment.
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Ideal Customer Audit
If you pulled real profitability by customer, channel, and product tomorrow, would the ranking match who gets the attention today?
Vertical, product, and service lines have crept without anyone auditing what’s actually profitable. Effort keeps chasing the busy 40% instead of the real 10%.
Proof: an agency, post-acquisition, exited unprofitable accounts and rebuilt around higher-margin lines → 57% revenue growth, ~8% NRR increase.
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Product Channel Alignment
A product profitable in one channel, assumed profitable in all of them. Sound familiar?
Multiple channels mean multiple price sheets and account motions, but profitability isn’t tracked past the origin channel.
Proof: cutting underperforming products from unprofitable channel combinations → 12% profitability increase.
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Ownership Reset
Still the one making decisions the company outgrew you making alone?
Decisions keep flowing back to you. Ownership across the team is blurry. The org runs on heroics where structure should be.
Proof: resetting ownership and execution lanes across the operator group → 32% wholesale sales increase, 15% revenue increase from retail.
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Market Investment Mapping
You know who your ideal customer is. But is the budget, channel mix, and outreach actually getting to them?
Spend, content, and outreach are still built for the customer you used to chase, not the one actually driving the P&L.
Proof: an upstream market-influence program for a $2B+ construction technology company → 32% drop in CAC.
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Partner Channel Activation
Your product moves through people you don’t manage. Are they actually equipped to sell it?
Distributors, dealers, and reps aren’t carrying the story. The buyer conversation happens without you, and placement isn’t turning into velocity.
Proof: repositioned OEM/tradeshow presence + a tiered partner enablement program → market share moved from -8% to +11%.
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Silo Reset
Every function excellent on its own. Nobody rowing in the same direction. Sound familiar?
Green dashboard, every function hitting its number, and growth is still stuck. No one owns the full commercial plan end to end.
Proof: rebuilding sales-marketing trust after lead quality eroded it → 39% MQL-to-SQL improvement for a $2B+ construction technology company.
Learn more →
Ways to engage
Start with a Summit. Go deeper if the work calls for it.
Once we identify your critical growth block(s), you choose the depth of the engagement that matches your internal execution capabilities.
Build it For Us
The Focus: Continuous GTM Engine building and leadership.
I embed deeply within your leadership team and operations. I take operational accountability for aligning sales, marketing, and revenue operations, engineering your playbooks, tech stacks, and cross-functional operational rhythms.
Right for you if
“I don’t have senior commercial leadership internally to handle our GTM complexity – or what is needed to address the issues – and I don’t have bandwidth to do it myself.”
Guide My Team
The Focus: Strategic, tailored blueprints and guardrails for internal implementation.
A scoped, collaborative partnership alongside you and/or your leadership team. Together, we target a specific 90-day Summit Sprint (e.g., Positioning Reset, Product Channel Alignment, etc). I guide you and your team through the architecture and mile markers, but your team handles execution.
Right for you if
“I have a capable team that executes, but we are running in circles. We need an outside operator to architect the definitive strategy.”
Commitment
Defined Scope
Fixed Price
Typically 90 Days at a time
Book a call →
Guide Me
The Focus: Strategic guidance and a trusted roadmap partner as you scale.
High-leverage, low-touch or focused advisory built around your reality. You get dedicated strategic engagement, including monthly deep-dives, access to my office hours, and regular review of dashboards and pipeline when it makes sense.
Right for you if
“I’m a growth-stage founder. My team is executing fine day-to-day, but I need an outside sounding board to review our motions, look at our data, and pressure-test our channel bets.”
How the work unfolds
The values that shape every engagement.
Clarity
Diagnosis and understanding before prescription. The felt problem is rarely the root problem.
Alignment
What holds a team to the same plan is the structure underneath it, not the meeting where everyone agreed to it.
Trust
Real commercial work happens in the tension between functions. That requires trust to survive.
Integration
The engagement ends when the work is embedded in the business, not when the retainer runs out.
The method
Trailhead Mapping
Once you know which Summit fits, this is how the work actually happens – the diagnostic-to-build method underneath every engagement, whatever depth you choose.
01
Read the Terrain
Find whether the real constraint is strategy, ownership, or operating rhythms.
02
Choose the Route
Decide what gets fixed first, based on where trust or results build fastest, not a fixed order.
03
Find the Line
Where it matters, isolate the customers, channels, or products actually worth building around.
04
Cut the Trail
Rebuild strategy, ownership, and rhythms around what’s real.
05
Set the Waypoints
Install the incentives and rhythms that keep every function pulling the same direction.
06
Guide the Climb
Deliver at the depth that fits: embedded, guided, or advisory.
Built on GTM OS (certified advisor) and Working Genius (certified facilitator) – the credentialed frameworks underneath the method.
GTM OS Certified Advisor
GTM OS is the go-to-market operating system developed by Sangram Vajre. It provides a diagnostic and structural framework for identifying where commercial functions are breaking down and what needs to be rebuilt for growth to compound. Certification means the diagnostic and framework work behind every engagement is built on proven methodology, not intuition alone.
Working Genius Certified Facilitator
Working Genius is a framework created by Patrick Lencioni for identifying the types of work individuals and teams naturally do well, and where friction consistently shows up. In commercial teams, mismatched Working Genius is one of the most common and least visible sources of drag. Certification means facilitated sessions produce actionable team clarity, not just personality tests.
Frequently asked
The questions founders usually ask before the first conversation.
What if we aren’t a good fit?
Every Summit starts with a call, and I’ll tell you on that call if I’m not the right person. The Trail Finder takes four minutes and gives you a read on where the drag actually lives before either of us commits to anything. If the fit isn’t there, I’ll usually point you toward someone better suited.
Do you work remotely or in person?
Both. Most of the ongoing work is remote, with structured working sessions and clear operating rhythms. For key moments – leadership offsites, strategy resets, Working Genius facilitation, or team integration – in-person time is included. Travel is scoped into every Fractional and Advisory engagement.
How is this different from hiring a consultant?
Consultants diagnose and recommend. I’m in the work with you. The Fractional CCO and Advisory engagements are structured to embed me in your leadership team – present in key meetings, accountable for outcomes, and hands-on when the situation calls for it. The distinction between advisor and operator matters most at $10M-$40M, where founder-led brands can’t afford a report on the shelf.
What’s the typical outcome of a first engagement?
A decision you can act on and a plan your team can execute. Every Summit is scoped against a specific outcome, not a duration: a positioning foundation your team actually uses, a channel plan with clear ownership, a sales playbook that works without you in the room. What happens after that is a separate conversation.
How quickly can we start?
A call can usually be scheduled within a week. Summits start with a scoping conversation. Once we agree on scope and terms, work typically begins within two weeks. If timing is urgent, say so on the first call.
Two ways to start
Not sure which path fits?
The Trail Finder takes four minutes and gives you a structured read on where the drag actually lives. Or start by booking a call. Bring the problem, and we’ll figure out the shape of the work together.
