Advise & Do vs. Advise & Disappear
I’ve worked with dozens of B2B clients as a focused but flexible advisor on go to market, marketing and strategy. The key difference between the way I work and many other consultants and advisors is that I don’t stop at advising. I work with my clients and their teams to implement recommendations, test new ideas, hire new leaders and de-risk results.
Why Work With Me?
My practice offers the ideal partnership: The right expertise, for right moment, for the right duration.
Every company benefits from objective perspective from someone who has “been there,” but not every company needs that role full-time.
And, the expertise that’s valuable changes as your company evolves.
Different know-how benefits different stages. The traditional full-time employment model discourages this situational agility.
Flexible, focused advising provides organizations at every stage the best of both worlds: Trustworthy functional leadership and a modern, flexible way to access it.
That’s the Why. Here’s the What.
I advise several B2B technology and services companies at a time.
Each company is facing a transition and needs to make sound Go to Market decisions and investments to flourish in their next phase.
What types of transitions?
Product launches
Pivots
Capital raises
M&A
In these moments, defining (often redefining) why you exist, what you’re actually selling and to whom, is ground truth.
It’s easy to skip this foundational work in urgent moments and, perhaps counterintuitively, historical knowledge of the company, the market or the buyer serves as a handicap rather than a help, so it’s hard work to DIY.
These are defining decisions that benefit from external perspective: Resist the urge to “DIY.”
Is Now the Right Time for My Company?
Every company benefits from external objectivity including larger and more established brands, not just startups.
My clients often fit one or more of these descriptors:
Established business incubating a new enterprise
Backed by institutional investors
Led by a founder
Undergoing a leadership transition
Sell technology or technology-driven services, or seeking to productize a service
Operate a two-sided marketplace
Disrupting a market
Creating or evolving a category
previously in-house at:
Red Hat
Oracle
SanDisk
Axiom Law
advising companies backed by venture and private equity investors:
Menlo Ventures
Benchmark Capital
General Catalyst
+ Y Combinator
Moments that Matter:
Core positioning
or re-positioningDiscerning your buyer persona (ICP)
Confirming Product Market Fit (PMF)
Perfecting your pitch
Developing thought leadership
Cultivating new partnerships
Considering a first marketing hire
Hiring a creative agency