How I Work

We take one revenue goal and work backward until we know exactly what has to happen to reach it. Pipeline. Trials. Conversion. Activation. Expansion. Then I build the execution system around those inputs.

Who This Is For

• Growth feels inconsistent or difficult to predict
• You have multiple channels running but little clarity on what is actually driving revenue
• The team is busy, but activity is disconnected
• You have a revenue target without a mathematical model for reaching it
• You want to know exactly where to focus for the next 30–90 days

Probably not a fit if

• You are pre-product or have zero traction
• You have no baseline funnel or conversion data
• You already know the exact constraint and simply need someone to execute it
• You want a general marketing audit or list of tactics

What We Do

We start with one Wildly Important Goal (WIG). A real number. A real baseline. A real timeframe.

Example: Grow from $2M → $3M ARR in 12 months.

Then we work backward. How many net-new customers does that require? How much qualified pipeline? How many trials or demos? At what conversion rate? How much can come from expansion? Which inputs can the team actually control every week?

This gives us the lead measures behind the revenue goal. From there, I audit the existing GTM system against the math, identify where the current model breaks, and turn the diagnosis into a 30–90 day execution plan.

What Happens

Week 1 — Diagnose

• Audit funnel, GTM motion + conversion data
• Establish current baselines
• Define the WIG
• Identify the primary growth constraint
• Map the revenue equation

Week 2 — Model + Build

• Quantify required lead measures + input targets
• Map acquisition, conversion + expansion systems
• Identify gaps between current and required performance
• Prioritize the highest-leverage growth systems
• Build the 30–90 day execution model

Week 3 — Refine + Operationalize

• Pressure test assumptions
• Refine targets against team capacity
• Finalize scorecard + operating cadence
• Document the system
• Walk the team through execution

What You Get

• One clearly defined WIG
• A revenue model showing the inputs required to hit it
• Lead measure targets your team can track weekly
• A diagnosis of the primary growth constraint
• A map of the systems required to close the gap
• A prioritized 30–90 day execution roadmap
• An operator playbook + team walkthrough

Example Outcome

Say you want to add $1M in ARR. The sprint may show that you need 400 qualified trials/month, 35% activation, 12% trial-to-paid conversion, 40 net-new customers/month, and $20K/month in expansion ARR. But you are currently generating 220 trials and activating 18%.

Now we know something. Your problem is probably not “we need more content.” We have a measurable acquisition gap and an activation constraint. Those become the work.

How We Work

• 1–2 working sessions upfront
• Direct access to relevant data + tools
• Async collaboration
• Minimal meetings
• Fast iteration
• Final team walkthrough

Pricing

2–3 weeks · Starting at $4K
Scope depends on business complexity, data availability, and the number of GTM motions being modeled.

Recent Examples

Polymail: mapped the customer journey across acquisition, trial activation, lifecycle, content, and expansion to identify where growth was constrained and which systems needed to be rebuilt first.

Bupple: built the initial growth framework around acquisition, lifecycle, and conversion, including a 10-touch sequence that converted roughly 25% of users to paid.

We take one measurable growth goal and spend 90 days building the systems required to move it. Content. Outbound. Activation. Lifecycle. Expansion. The exact systems depend on the constraint. This is hands-on execution.

Who This Is For

• You have traction but growth is inconsistent
• Your GTM motion has developed in pieces over time
• Content, outbound, product, and lifecycle operate independently
• You know major parts of the customer journey are underbuilt
• The founder or GTM leader lacks the bandwidth to rebuild the system
• You need someone senior enough to define the strategy and hands-on enough to execute it

Probably not a fit if

• You are still searching for product-market fit
• You need general marketing support or extra content production
• You only need one isolated system fixed
• You want strategy without implementation
• Your team cannot provide access to data, customers, or the tools required to execute

What We Do

We start with one WIG tied to a 90-day execution window. Then I audit the full customer journey: Attention → Pipeline → Conversion → Activation → Retention → Expansion.

We identify the lead measures that move the WIG and determine which GTM systems are currently limiting them. Then we build.

Days 1–15 — Diagnose + Architect

• Full customer journey audit
• Funnel + conversion analysis
• Customer, AE + CSM voice-of-customer research
• WIG definition + baseline
• Lead measure mapping
• Primary constraint diagnosis
• 30/60/90 execution plan
• Revenue scorecard setup

Days 15–45 — Build the Core Systems

• Audience + content engine launch
• Outbound messaging + sequencing
• ICP campaign infrastructure
• Trial welcome + activation sequences
• Customer onboarding journeys
• Conversion page rewrites
• Product education + usage nudges
• Retention or expansion campaigns

The first systems go live quickly. I am not spending 45 days making a strategy deck.

Days 45–90 — Test + Scale

• Reply rates
• Qualified conversations
• Pipeline created
• Trial activation
• Conversion
• Product usage
• Retention
• Expansion

Underperforming systems get reworked. Strong signals get more resources. New experiments launch where the data suggests leverage.

What We May Build

1. Audience + Content Engine

• Branded content property or recurring series
• Editorial strategy + content architecture
• Founder or executive distribution
• Newsletter or owned audience system
• Content amplification workflows
• Initial assets + templates

2. Outbound + Pipeline System

• ICP + trigger definition
• Campaign positioning
• Messaging frameworks
• Multi-touch sequences
• ABM campaigns
• Re-engagement motions
• Testing + reply analysis

3. Trial Activation + Lifecycle

• Welcome series rebuild
• Trial nurture sequences
• Behavioral lifecycle triggers
• Product education
• Founder or human touch points
• Upgrade messaging

4. Onboarding + Customer Activation

• Customer journey mapping
• Activation milestone definition
• Onboarding email systems
• In-product messaging strategy
• Usage nudges
• Feature education

5. Retention + Expansion

• Expansion trigger mapping
• Usage-based campaigns
• Upgrade journeys
• Customer feedback systems
• Customer newsletter
• Referral or milestone mechanics

We do not automatically build all five. We build the systems the revenue model says matter.

What You Get

• One WIG + revenue execution framework
• A full customer journey + constraint diagnosis
• Lead measure targets + weekly revenue scorecard
• Live GTM systems built around the highest-leverage constraints
• Messaging, sequences, workflows + campaign infrastructure
• Initial performance benchmarks
• Documented playbooks for each system
• A prioritized testing backlog
• A clear operating cadence your team can continue running

How We Work

• Two working sessions upfront
• Direct access to relevant data + GTM tools
• Async collaboration through Slack
• Weekly performance review
• Direct collaboration with Product, Sales + CS where needed
• Fast build → launch → iteration cycles
• Minimal meetings
• Founder / GTM leader alignment throughout

I operate as an embedded partner. I build.

Pricing

90 days · Custom scope
Pricing depends on the number of systems being built, internal resources available, and execution complexity.

Recent Examples

Polymail: worked across content, trial lifecycle, customer proof, founder messaging, and activation to rebuild key parts of the GTM system around revenue growth.

HackerRank: supported content, AEO, lifecycle, and targeted ABM execution, contributing to +14% QoQ SQL growth, approximately $3.3M in pipeline, and a 5× lift across key conversion flows.

SaaS Academy: worked across content and demand systems, contributing to +67% MQL growth in three months.

My Commitment

If we reach Day 90 and the agreed core systems have not been built, launched, and operationalized, I continue working at no additional cost until they are.

I guarantee the build. The market determines the result. We use the signal to iterate.

Some companies do not need another 90-day project. They need someone senior sitting close to the founder, watching the entire growth system, identifying the next constraint, and moving quickly enough to fix it.

That is the residency. I embed with a small number of companies as an ongoing fractional growth partner. We set the growth objective. I stay close to the numbers. Then I continuously diagnose, build, test, and scale the systems required to move it.

Who This Is For

• You have real traction and aggressive growth targets
• The founder is still deeply involved in GTM
• Growth crosses content, product, lifecycle, and sales
• Your next constraint changes as the company scales
• You need senior GTM judgment plus hands-on execution
• You want one person accountable for connecting growth activity to revenue
• You are not ready or interested in hiring a full-time VP Growth / CMO

Probably not a fit if

• You need a traditional marketing manager
• You want someone to manage a large marketing department
• You need high-volume asset production
• You want a fractional executive who primarily attends meetings
• The company moves slowly or requires extensive approval for every experiment

What I Own

Stay close enough to the business to identify the highest-leverage growth constraint, then own the work required to move it.

1. Weekly Growth System Management

• Weekly WIG + lead measure review
• Funnel and conversion analysis
• Growth constraint diagnosis
• Experiment prioritization
• Revenue scorecard management
• 30/60/90 priority updates

2. Growth Experiments + Execution

• New acquisition campaigns
• Outbound experiments
• Conversion page tests
• Trial activation changes
• Lifecycle campaigns
• Product messaging tests
• Expansion motions
• Re-engagement campaigns
• New distribution channels

3. Content + Audience Engine

• Branded media properties
• Founder-led content systems
• Editorial architecture
• Newsletter strategy + execution
• Recurring content series
• Distribution + amplification
• Employee evangelism programs
• Content-to-pipeline measurement

4. Pipeline + Outbound Iteration

• ICP refinement
• Trigger-based campaigns
• Messaging iteration
• Sequence development
• ABM motions
• Re-engagement campaigns
• Reply analysis
• Campaign performance reviews

5. Activation + Lifecycle Optimization

• Trial welcome sequences
• Behavioral lifecycle campaigns
• Activation milestone optimization
• Product education
• In-product messaging
• Usage nudges
• Upgrade prompts
• High-intent user intervention

6. Retention + Expansion Systems

• Expansion trigger mapping
• Usage-based campaigns
• Customer newsletters
• Feedback systems
• Upgrade journeys
• Referral mechanics
• Milestone programs
• Churn or reactivation campaigns

How The Residency Works

We define the WIG, establish the baseline, identify the lead measures, and build an initial 30/60/90 growth plan. The difference is what happens after Day 90. I stay. The scorecard continues. The experiment backlog continues. The systems continue evolving.

On-Site / In-Office Residency

I am location-flexible and can physically embed with the company when it makes sense. That may mean working from your office, sitting directly with the founder or GTM leader, joining customer, sales, or product conversations, and building alongside your operators in real time.

Sometimes the highest-leverage thing I can do is literally sit ten feet from the founder for 30 days. Proximity creates execution speed.

What You Get

• A continuously maintained WIG + growth scorecard
• Weekly lead measure + funnel analysis
• A prioritized growth experiment backlog
• Hands-on execution across the highest-leverage GTM systems
• New channel launches + initial operationalization
• Ongoing content, outbound + lifecycle iteration
• Conversion + activation optimization
• Retention + expansion system development
• Internal playbooks + process documentation
• Direct founder / leadership partnership
• On-site or in-office residency when useful

What This Looks Like In Practice

Month 1: pipeline is the constraint. I rebuild outbound messaging, launch two trigger-based campaigns, and establish reply and qualified-conversation benchmarks.

Month 2: trial volume is healthy but activation is weak. We rebuild the welcome sequence, define the activation milestone, introduce usage nudges, and create intervention points for high-intent users.

Month 3: expansion becomes mathematically more valuable than incremental acquisition. We map product usage to upgrade potential, build expansion triggers, and launch lifecycle campaigns around those behaviors.

The residency moves with the business. I am protecting the growth objective, not a predetermined scope of work.

How We Work Day-to-Day

• Direct Slack access
• Weekly growth + performance review
• Async execution throughout the week
• Direct access to relevant tools + data
• Collaboration with Product, Sales, CS + leadership
• Customer and sales call access where useful
• Monthly 30/60/90 priority reset
• On-site working periods when agreed

Pricing

Monthly retainer · Typically $25K–$40K/month
The investment depends on execution scope, company complexity, expected availability, and whether the engagement includes on-site residency.

Best Fit

• B2B SaaS / AI
• Existing traction + revenue
• Series A–D or equivalent
• PLG, sales-led, or hybrid GTM
• Aggressive 6–12 month growth targets
• Founder or GTM leadership involvement
• Enough organizational speed to ship experiments quickly

My Commitment

You should never be wondering what I am working on or how it connects to growth. At any point, I should be able to show you the goal, the constraint, the lead measures, what we are building, what the data says, and what happens next.