GTM Strategist
Fractional CSO
More sales activity won’t fix your pipeline. A clear system will.
Which customers should you stop selling to?
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Can customers quantify your ROI — without you?
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What moves a deal from interest to decision?
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What breaks when you step out of sales?
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Can your team explain your value in one sentence?
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Where do your deals actually die?
Which customers should you stop selling to? · Can customers quantify your ROI — without you? · What moves a deal from interest to decision? · What breaks when you step out of sales? · Can your team explain your value in one sentence? · Where do your deals actually die?
ABOUT ME
I work with B2B SaaS founders — typically post-Seed to Series A — who are transitioning from founder-led sales to a scalable sales system.
Growth is there — but it’s inconsistent. Deals close, but only when the founder is involved. Vision and trust carry the sale.
Most teams try to scale sales before they understand what actually drives revenue. We fix that first — and then build the system on top of it.
My work is not about improving sales activity alone — it’s about fixing the core value drivers and mechanisms that sales performance depends on.
Who this is for
B2B SaaS and tech companies, typically post-Seed to Series A
Founder-led sales still driving key deals
A sales team is in place — but results don’t replicate
Pipeline exists, but doesn’t convert predictably
The product is strong — but positioning and value narrative are not clearly defined
GTM System Design & Conversion Architecture
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Revenue Diagnosis
You know what drives revenue, where your pipeline breaks, and where deals get stuck.
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Core Business Model
You have aligned your ICP, positioning, and MVP scope so that your Dev team can finally eliminate market friction.
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Sales Packaging
Your value proposition, value ladder, and pricing logic are clear and packed in a way that is sellable.
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Sales Engine Design
Your pipeline architecture, channels, and prospecting system are clearly laid out and ready to implement.
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Sales Narrative
You have set up a clear discovery, demo structure, and key messaging that enables your sales team to move prospects through your pipeline successfully.
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Sales Playbook & Rollout Plan
You have a clear GTM strategy and a sales system your team can execute, plus a clear 90-day roadmap to implement it.
HOW I WORK
GTM System Design & Conversion Architecture
In ~10 weeks, I design the GTM system your company actually needs to sell consistently. First clarity typically emerges within the first 2–3 weeks.
Outcome:
A GTM system setup for implementation that runs beyond founder intuition — clear, teachable, and executable for your team.
GTM Execution & Fractional Chief Sales Officer / Head of Sales
Once the system is defined, I stay involved to ensure it is implemented correctly, performs in practice, and evolves as the company grows.
In this phase, I work hands-on with the team to make the system deliver results:
Quality control & coaching — improving discovery, demos, and deal progression through real deal sparring
Processes & tools — implementation, setup, and stress-testing of the sales system
Pipeline generation — designing and running outreach and market tests that convert into real opportunities and first deals
Hiring — supporting role definition, candidate qualification, and onboarding of sales hires
Monitoring & steering — sales planning, pipeline visibility, and forecasting frameworks
Typically:
~2 days per week
initial 6-month engagement, extendable based on growth stage
The goal is simple:
Build a GTM system that runs predictably — even without me.
Case Studies
Case Study I - Artificial Intelligence / SaaS / Media Industry
Situation
After a financial crisis, a small team maintained three separate products across B2C and B2B. Sales was founder-driven and opportunistic.
Problem
There was no clear ICP or value proposition. Development slowed while deals failed to close due to product–market mismatch.
What changed
We defined a clear ICP, shut down the B2C business, and merged two products into one focused offering.
Outcome
- €2.5M new investment secured
- Company merged with a competitor
- €2M pipeline generated
- €600K ARR closed
Case Study II - SaaS / Health Tech
A founder-led sales approach demonstrated strong market demand, but the existing sales team failed to close deals.
Problem
The pipeline was active but not converting. Sales lacked clear structure, messaging, and performance tracking.
What changed
We identified the pipeline breakpoints, reframed the sales narrative with clear ROI arguments, and implemented structured targets and tracking.
Outcome
- From zero to multiple closed deals within 3 months
- Full and progressing pipeline
Case Study III - SaaS / Insurance Industry
Situation
A small team was building highly customized sales software for insurance clients. Each deployment required adapting to individual hardware setups, slowing down delivery and limiting scalability.
Problem
Time-to-market was slow, and only large projects were economically viable — which were difficult to close without strong traction.
What changed
We shifted from a custom-built model to a browser-based SaaS product with limited customization and a scalable subscription model.
Outcome
- First €200K client closed within 3 months
- Entry into larger, reputable insurance accounts
Let’s Talk
I’ll show you where your pipeline breaks — and how to fix it.
