Industries

Sectors I understand — from the inside.

Prospects always ask the same first question: have you worked in my world? These four sectors are where I spend most of my time — as an operator, not an observer.

Cybersecurity

Complex buyers, long sales cycles, technical proof required at every step. I've owned marketing for a cybersecurity company protecting critical infrastructure and embedded systems.

Representative workRunSafe Security — full CMO tour: rebrand, positioning, category leadership, pipeline growth.

Problems I hear

  • Message is too technical for the economic buyer, too vague for the practitioner
  • Pipeline dependent on analyst relations and events with no repeatable inbound
  • Sales and marketing don't share a POV on the category

How I help

  • Category and positioning work aimed at both buyer and practitioner
  • Analyst-ready narrative and content system
  • ABM and event motions tied to pipeline, not attendance

B2B SaaS

Growth-stage SaaS where the founder-led motion has hit a ceiling and marketing needs to become a system, not a person.

Representative workRocketReach, Seeq, Haystack Solutions — SVP/CMO-level operator engagements.

Problems I hear

  • Product-led signup traffic isn't converting to revenue
  • Positioning is a feature list, not a point of view
  • No accountability between marketing and pipeline

How I help

  • GTM strategy tied to revenue targets, not lead volume
  • Segmentation and messaging that gives sales something to sell
  • Demand engine, attribution, and pipeline forecast the whole leadership team trusts

Industrial Technology

Manufacturing, industrial IoT, and technology serving industrial operators. Buyers value credibility and specificity above cleverness.

Representative workSightline Systems, Timerack — GTM strategy and demand generation leadership.

Problems I hear

  • Marketing looks like the rest of the industry — no differentiation
  • Sales cycle is long and marketing loses attribution
  • Content doesn't speak to plant, ops, or engineering audiences

How I help

  • Positioning that names a real buyer problem in their language
  • Full-funnel content and enablement built with subject matter experts
  • Pipeline and account motion tuned for six-to-eighteen-month cycles

Professional Services

Founder-led firms whose growth depends on trust, referrals, and thought leadership — and who need to industrialize that motion.

Representative workSkyIO, SAA Architects, and select consulting firms — brand, positioning, and business development.

Problems I hear

  • Everything runs through the founder
  • Referral pipeline is unpredictable
  • No point of view differentiates you from every other firm

How I help

  • Founder messaging framework so the whole firm speaks with one voice
  • Thought leadership engine that runs without the founder as bottleneck
  • Business development motion beyond referrals

Your sector isn't on the list?

If you're a founder-led B2B business, chances are the pattern is the same. Let's find out on a call.

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