Defined Delivery. Problems Solved.
Outcomes, Not Capacity
Four ways to engage, depending on where you are and what you need. Some clients have a specific GTM problem to solve. Others have a marketing function that needs improving. Some are earlier — commercialising IP or finding product-market fit. Others have a marketing team that needs systematic AI capability. Each service is designed for a distinct situation.
Product Marketing & GTM Execution
You need this when you have a specific product challenge - such as launching something new, poor win rates, unclear positioning, sales struggling with messaging - but you already have marketing leadership in place. Your commercial model exists. The job is to execute against it.
What I deliver:
GTM toolkit: positioning, ICP definition, value propositions, competitive intelligence, messaging frameworks, buyer personas
Sales enablement: battlecards, talk tracks, demo guidance, competitive positioning, objection handling
Product launch execution: launch planning, cross-functional alignment, go-to-market readiness
Win/loss analysis and market intelligence programs
Campaign frameworks and demand generation enablement for your marketing team
Customer engagement programmes: user groups, workshops, advocacy structures
You retain: Your marketing leadership and operations
You gain: Expert-level product marketing strategy and deliverables
Ideal for: B2B software companies (any size) with specific product GTM challenges: new product launches, repositioning efforts, win rate improvement, sales enablement gaps.
Marketing Function Improvement
You need this when your marketing function exists but needs to improve. Pipeline metrics are weak, processes are ad hoc, strategy lacks focus or your team needs direction and accountability. You don't need a new CMO. You need someone to identify what's broken, fix it systematically and help your team get on track.
What I deliver:
Marketing function audit: quick wins, process improvements, and a clear picture of what's holding performance back
Comprehensive marketing strategy: situation analysis, policy recommendations, execution planning
Integrated execution: product marketing, demand generation, sales enablement working as a coherent system
Multi-channel campaign management: ABM, digital, content, events—orchestrated for pipeline impact
Team leadership: hiring, coaching, development, and performance management
Pipeline accountability: attribution modelling, analytics, forecasting, continuous optimisation
Sales-marketing alignment: SLAs, lead handoff processes, shared goals and dashboards
MarTech optimisation: stack audit, platform selection, workflow design
You retain: Your existing marketing team and leadership
You gain: Faster pipeline optimisation, better growth-oriented processes and a clear OKR-based strategy your team can execute independently for continued improvement
Ideal for: B2B software companies with an existing marketing function that has room to perform better, whether that's pipeline metrics, processes, strategy, or team capability.
Commercialisation
You need this when you're bringing something to market for the first time: commercialising IP, launching a spin-out, or finding product-market fit. Or when an established product needs to re-commercialise: new pricing model, new GTM motion, platform transition, or a commercial model that no longer fits the market you're selling into.
What I deliver:
Commercialisation strategy: from IP or technology to market-ready product with clear routes to revenue
Pricing and packaging: value metric definition, edition architecture, commercial model validation
Product-market fit: systematic approach to finding your beachhead market
Go-to-market planning: ICP definition, positioning, channel strategy, launch execution
PLG vs SLG motion design: defining which GTM motion fits which customer segment
Platform transition GTM: structured approach to launching a new platform alongside a legacy product
Voice of customer programmes: buyer research, use case validation, early customer development
Product operating model: Pragmatic Framework-based processes for requirements, roadmapping, releases
You retain: Focus on product development
You gain: Commercial clarity, validated go-to-market model and a pricing architecture built to hold
Ideal for: University spin-outs commercialising IP, early-stage tech companies seeking product-market fit, or established B2B software companies rethinking their commercial model in response to market shift, platform transition or competitive pressure.
Transform Your Marketing with Systematic AI
You need this when your marketing team is overwhelmed by ad hoc AI usage producing inconsistent results: fragmented outputs, generic 'AI slop', loss of brand voice, detritus … entropy. You have existing marketing capability but need to modernise operations and establish systematic frameworks for AI-augmented delivery.
What I deliver:
The Marketing Eight setup: AI marketing operating model configured to your business. That means eight functional specialists I've trained and continue to train, not generic AI tools off the shelf
Team training: Introductory training session on working systematically with M8 followed by collaborative implementation
OKR-based marketing strategy and improvement plan
GTM pack: master message and positioning, ICP definition and validation, competitive positioning
Ongoing non-executive support: monthly progress meetings and my availability for support and guidance calls with your team
Documentation
You retain: Your existing marketing team and operations
You gain: Access to specialist marketing expertise working at machine speed, plus my strategic oversight as the expert human in the loop
Ideal for: Software companies with existing marketing teams wanting to modernise operations, improve performance quickly, and establish systematic AI frameworks.
Main differences at a glance
| Product Marketing | Marketing Function Improvement | Commercialisation | AI Transformation | |
|---|---|---|---|---|
| Problem | Specific product GTM challenge | Marketing results below potential | Early-stage/no PMF | Have AI tools, no frameworks |
| Role | Commercially-minded practitioner | Pro skipper for your crew | GTM expert | Capability builder |
| Accountability | Deliverables | Marketing pipeline metrics | Market validation | Team capability + oversight |
| Working with | Your existing teams | Leading your team | Founders/product team | Augmenting your team |
| Good starting point | GTM Launch Pack | Pipeline Acceleration Programme | Commercial Model Redesign | AI Transformation |