Growth problems
rarely stay in one department.
I help B2B founders and commercial leaders identify what’s constraining growth, make better strategic decisions, and build the commercial systems and capabilities needed to move forward.
22+
Years B2B Operator Experience
$270.4M+
Client Revenue Impact
23
International Markets Scaled
What looks like a marketing problem is often a system problem.
→ A positioning issue becomes a pipeline issue.
→ A pipeline issue creates pressure on Sales.
→ Sales makes promises Delivery can’t support.
→ Margins tighten. Retention suffers. Leadership adds more activity.
→ The system keeps leaking. Every month starts from zero.
More campaigns don’t fix a connected growth problem.
Better decisions about where to intervene do.
ABOUT
I’ve spent 22 years working inside B2B growth and revenue teams as a founder, CMO, Managing Director, and GTM operator.
Across companies, markets, and growth stages, I’ve seen the same pattern repeat: the visible problem appears in one place, but the cause sits somewhere else in the commercial system.
That experience shapes how I work with founders, executives, and commercial leaders today: examining the market, customer, offer, revenue motion, operating model, and evidence together before deciding what needs to change.
My DBA research examined how enterprise buyers progress through complex decision episodes, and how GTM teams can support those decisions through stronger messaging, proof, and orchestration.
The result: a strategic approach grounded in research, shaped by operating experience, and applied across 23 international markets in B2B technology, SaaS, and professional services.
EDUCATION
◆ GTM Strategy & Execution
◆ Growth & Commercial Strategy
◆ Positioning & Messaging
◆ Revenue System Architecture
◆ Market Expansion & Commercialization
◆ Sales & Marketing Alignment
◆ Enterprise Buying & Sales Enablement
◆ Pipeline Quality & Conversion
CORE EXPERTISE
◆ DBA in Innovation Management, Selinus University of Sciences and Literature
◆ MBA in Business Administration, IU International University of Applied Sciences
Enterprise deals progress through a series of decisions, stakeholders, questions, and moments of uncertainty.
The ECO Model helps teams identify the decision episode that matters, provide the proof buyers need to move forward, and connect that progression to commercial outcomes.
Complex B2B buying doesn’t move in a straight line.
FRAMEWORKS
E
Identify the decision moment where progress is slowing.
Instead of treating the buyer journey as one funnel, examine the specific questions, risks, stakeholders, and evidence shaping the next decision.
C
Give buyers the proof they need to move.
Different stakeholders need different evidence. Align positioning, messaging, proof, and commercial action with the decision being made.
CONVERT
EPISODE
O
OUTCOME
Measure whether the decision progressed.
Move beyond activity metrics. Track the signals that show commercial movement: buying-group progression, opportunity quality, handoff speed, conversion, and revenue.
Facing a growth decision that needs a clearer answer?
Whether growth has become harder to explain, you’re evaluating a new market or investment, or you know something needs to change but aren’t sure where to start, bring me the situation.We’ll determine what the problem actually requires and the right way to approach it.
Newsletter
The GTM Operating System
Essays on GTM strategy, positioning, revenue architecture, market expansion, buyer decisions, and commercial growth.
How B2B companies turn growth from a collection of activities into a commercial system.