05
Product & Business Strategy
ICP, pricing, and roadmap grounded in what practitioners say when sales isn't in the room.
ExploreGo-to-market for products with technical buyers.
GTM strategy, positioning, product marketing, developer-led and product-led growth motions, partner and ecosystem strategy, and sales enablement. Built for the reality that your user evaluates before your buyer signs.
The problem this solves
Technical products are bought twice: first by the engineer who tries it, then by the organization that pays for it. Most GTM plans serve one and ignore the other, so either adoption stalls or adoption happens and revenue does not follow.
We build GTM motions that connect the two: positioning that survives a technical evaluation, growth loops driven by usage, partner ecosystems that extend reach, and enablement that helps sales talk to engineers without embarrassing anyone.
Scope of work
01
Positioning and product marketing
Category and competitive positioning, messaging hierarchy, launch narratives, and the proof points behind each claim.
02
Developer-led and product-led growth
Activation and expansion loops, free-tier and self-serve design, in-product education, and the metrics that connect usage to revenue.
03
Partner and ecosystem strategy
Integration partners, marketplace listings, co-marketing, and technology alliances that multiply distribution.
04
Sales enablement
Technical battle cards, demo scripts, objection handling from the engineer's point of view, and SE onboarding.
Three ways to work together
Pick the shape that matches the decision you need to make or the program you need run.
GTM strategy sprint (6 weeks)
Market and ICP research, positioning, motion design, and a 12-month plan with owners, budget, and targets.
Growth program (retained)
We run the experiments, campaigns, partner work, and reporting, alongside your marketing and sales leads.
Fractional product marketing lead
A senior PMM embedded with your team for launches, positioning, and enablement.
What you'll have at the end
- Positioning and messaging framework
- ICP and buying-committee map
- Developer-led growth model and experiment backlog
- Partner and ecosystem plan
- Sales enablement kit (battle cards, demo scripts, objection guide)
- Launch plan and post-launch review
- Pipeline attribution model
How we measure it
- Activation and expansion rates
- The core PLG numbers, defined in product events, not survey answers.
- Developer-sourced and -influenced pipeline
- Revenue that traces back to self-serve and community touchpoints.
- Partner-sourced opportunities
- Whether the ecosystem is a distribution channel or a logo wall.
- Win rate in technical evaluations
- Does the positioning survive contact with an engineer?
- Sales cycle length
- Enablement should make deals faster, measurably.
GTM feeds Product Strategy
GTM produces market signal from the field, which is exactly what Product Strategy needs to work.
02
Technical Marketing
Content engineers trust: tutorials, reference implementations, demos, and launches with a technical spine.
Explore
Adoption without revenue, or revenue without adoption?
Either way, the motion is missing a piece. We'll find it.