Turn complex technology into messaging buyers understand

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Many B2B tech companies build impressive products, but struggle to explain why they matter to customers.

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I help founders translate their technology into clear positioning and messaging that resonates with buyers and supports sales.

With experience across global brands and tech startups, I bring structured product marketing and positioning to companies building complex products.

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You might have a positioning problem if:

  • Prospects have a hard time understanding what your product does

  • Your product has a strong scientific backing, but the technology is complex and hard to explain

  • Your website describes product features but not why they matter to buyers

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Most projects start with a short conversation about your product and the challenges you’re seeing in the market.

From there I typically work with founders, product leaders, and sales teams to clarify positioning and messaging, then translate that into materials the team can use.

No big retainer commitment required — many engagements start as focused strategy projects.

Infographic with five sections discussing challenges in startup marketing. The first section shows an outline of a person with the title "Founder-Led Marketing" and notes that CEOs spend time on marketing. The second section has an outline of a bar chart with a dollar sign and heading "Stagnant Growth," mentioning flat or declining revenue. The third section shows a line graph with the heading "Questionable ROI," indicating uncertainty about marketing contributions to revenue. The fourth section depicts a gear icon with the title "Execution-Focused," describing teams prioritizing tasks over strategy. The fifth section features a line graph with the heading "Forecasting Difficulty," noting challenges in predicting pipeline and targets. The last section describes "Reactive Marketing," with disorganized efforts and last-minute changes.

What it’s like to work together

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Who I Work With

  • B2B technology companies

  • Startups and growing companies with complex products

  • Teams selling software/ hardware/ accessories to enterprise buyers

  • Companies where the technology is strong but the messaging isn’t clear

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  • A focused working session for founders who aren’t sure what to do next in marketing. We look at your goals, what you’ve tried, and what’s blocking results—then leave you with clear priorities, what to stop doing, and the 1–2 channels worth focusing on right now.

  • For teams doing marketing but without clear ROI. You’ll get an execution-ready 90-day roadmap tied to pipeline and revenue—complete with KPIs, prioritized initiatives, a week-by-week plan, and simple tracking so you can measure what’s working and adjust quickly.

  • When marketing needs an owner but a full-time hire doesn’t make sense yet, I step in part-time to set direction, tie priorities to revenue, and keep execution moving. You get clear positioning and messaging, a focused plan that fits your stage and budget, and hands-on support when needed.

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My Services

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My Expertise

I’ve spent more than 20 years helping companies grow — from global brands like Mars and P&G to startups building complex technology.

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Across those companies, the same challenge shows up again and again: strong products that are difficult for customers to understand.

Today I work with B2B technology companies as a Fractional CMO, helping founders clarify positioning, define messaging, and build go-to-market strategies that connect technical products to buyer needs.

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How I Approach Marketing

I start by understanding your business — where you’re trying to go, what marketing you’re already doing, and how it’s actually performing.

Once we’re aligned on the goals, I move into a simple six-step process. It’s not rigid. Every company is different. But this framework keeps us focused on the things that actually move revenue.

Circular flowchart titled 'My Process' showing six steps: 1. Audit Current Marketing, 2. Prioritize, 3. Refine Value Prop, 4. Plan & Execute, 5. Create SOPs, 6. Optimize, with an arrow pointing to 'High ROI Marketing'.

Here’s how I typically approach marketing:

Audit — Review current marketing efforts and what they’re producing.
Prioritize — Focus on the initiatives most likely to impact revenue.
Refine — Clarify the value proposition and messaging.
Plan & Execute — Build the strategy and launch the right channels.
Create SOPs — Put systems, dashboards, and AI tools in place.
Optimize — Review performance regularly and cut what isn’t working.

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20+ Years of Fortune 500 and Startup Expertise, Instantly Added to Your Team

OUTCOMES I’VE DELIVERED FOR MY CLIENTS

465%

average increase in annual recurring revenue (ARR)

#5

on the Inc. 5000 Fastest-Growing Private Companies

30%

increase in customer aquisition

137%

growth in marketing-qualified leads

Why Work With Me

  • Expertise you Need

    Don’t leave your company’s growth in the hands of junior marketers or agencies. Get 20+ years of experience and a track record of startup growth.

  • Cost you Can Afford

    Most startups don’t need a full-time CMO I provide strategic thinking and executional support so you can reinvest the savings back into your business.

  • Measurable Results

    Every initiative is tied to clear goals and KPIs. I take ownership of the marketing department, ensuring every dollar is tracked, optimized, and driving real business impact.

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Resources

Great technology only works if people understand it.

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