Go-to-market strategy for early stage startups
I help founders make sense of what’s working, what’s not, and how to turn early traction into something you can trust
👋 Hi, I’m will
I’ve spent the last ~15 years across a mix of consulting and early stage operating roles. I started in strategy at Deloitte, then moved into GTM and growth roles at companies like Nike, Interior Define, and Foxtrot where I found myself pulled toward the messier, earlier part of go-to-market.
Since then, I’ve worked with 60+ startup teams - mostly founders trying to get clearer on ICP, messaging, early traction, founder-led sales shifts, and outbound setup. My approach is hands-on and practical (with a hint of a consulting framework, I can’t help it) to figure out what’s actually working and build from there.
60+ Startup GTM Projects
Deep experience across Seed → Series B teams: ICP, messaging, early traction, sales, and growth
Built GTM Systems from scratch
Sales frameworks, outbound experiments, customer discovery, and early reporting/revops
Cross-Industry Experience
SaaS, AI/ML, DTC, healthcare, industrials, retail, etc. — adaptable across models and stages
About Me
60+ Startup GTM Projects
Deep experience across Seed → Series B teams: ICP, messaging, early traction, sales, and growth
Built GTM Systems from scratch
Sales frameworks, outbound experiments, customer discovery, and early reporting/revops
Cross-Industry Experience
SaaS, AI/ML, DTC, healthcare, industrials, retail, etc. — adaptable across models and stages
60+ Startup GTM Projects
Deep experience across Seed → Series B teams: ICP, messaging, early traction, sales, and growth
Built GTM Systems from scratch
Sales frameworks, outbound experiments, customer discovery, and early reporting/revops
Cross-Industry Experience
SaaS, AI/ML, DTC, healthcare, industrials, retail, etc. — adaptable across models and stages
What I help Founders with
ICP + messaging
Understanding who actually cares, why they care, and how to talk to them in a way that lands
Founder-Led Sales
Separating signal from noise — figuring our what early results actually mean and what to double down on
Founder-led sales
Tightening discovery, call flow, follow-ups, and messaging so sales feels more intentional, less chaotic (and maybe less “you” the founder)
Outbound Experiments
Infrastructure to build your outbound lead gen system (email + LinkedIn), without having to hire a full team
About Me
60+ Startup GTM Projects
Deep experience across Seed → Series B teams: ICP, messaging, early traction, sales, and growth
Built GTM Systems from scratch
Sales frameworks, outbound experiments, customer discovery, and early reporting/revops
Cross-Industry Experience
SaaS, AI/ML, DTC, healthcare, industrials, retail, etc. — adaptable across models and stages
What I help Founders with
ICP + messaging
Understanding who actually cares, why they care, and how to talk to them in a way that lands
Traction Analysis
Separating signal from noise — figuring our what early results actually mean and what to double down on
Founder-led sales
Tightening discovery, call flow, follow-ups, and messaging so sales feels more intentional, less chaotic (and maybe less “you” the founder)
Outbound Experiments
Infrastructure to build your outbound lead gen system (email + LinkedIn), without having to hire a full team