What does an engagement look like?

It starts with a diagnosis of where your motion leaks, then a phased plan across Clarity, Traction, and Scale, working embedded with your team over a multi-month engagement with clear milestones.

Engagements are senior-operator priced and scoped to outcomes rather than hours, with a small number of clients at a time. The intro call determines fit.

We do not have a real process or proof yet. Is it too early?

Often the best time. Building the motion right the first time is cheaper than unwinding a messy one later, as long as there are customers and a track record to learn from.

Kingmaker GTM

Behind every category leader is the strategy that put them there.

Q: Why fractional instead of an agency or a full-time hire?

You get a senior operator in the problem from day one, with no ramp, no headcount, and no agency layers. For a complex go-to-market the bottleneck is judgment, not capacity. Fractional buys the judgment without the overhead.

Q: Do you work in my industry?

Likely, if what you sell is complex. Work spans software and technical services, with technical leaders selling into sophisticated markets. The pattern solved is a strong offering that is hard to explain and therefore hard to sell.

Fractional commercial leadership (marketing and revenue under one roof) for technical leaders scaling complex software and services.

Book an intro call → See how I work

What I do

I build the commercial engine. You do what only you can.

I partner with founders and leaders selling complex, technical products and services into hard markets. The kind where the buyer is sophisticated and the sale is anything but simple. I build the commercial engine end to end, from positioning and demand to pipeline and revenue, so growth stops depending on referrals, timing, and heroics and becomes a motion your team can run without me. You stay free to lead. I make sure the market ends up yours.

The usual setup

Two specialists, one gap

A marketing lead builds the brand and the pipeline. A revenue lead closes and optimizes. Between them sits the most expensive leak in the business: the handoff where great demand quietly fails to convert, and nobody owns the whole story end to end.

What I do instead

One operator, full motion

I sit across marketing and revenue and build them into one system, from how you are positioned, to how demand is created, to how it converts into closed revenue. No handoff, no finger-pointing, no leak.

The method

The Zero-to-Scale system.

Three phases that turn unpredictable, relationship-led growth into a repeatable commercial motion, one your team can run without me. Each phase ships work, not slides.

Clarity

Marketing front · make the complex buyable

We nail who it is for, the problem you actually win on, and a narrative a non-expert can repeat. Positioning, messaging, ICP, and pricing that turn a hard product into an obvious choice.

Traction

GTM build · a motion that repeats

We build the smallest set of channels and plays that reliably create pipeline, plus the enablement that lets your team run them. Predictable input, measurable output.

Scale

Revenue front · turn the motion into a machine

We tighten the funnel economics, conversion, retention, expansion, and the revenue operations behind them, so growth compounds and the system runs without depending on me.

Who this is for

Built for complexity, not for everyone.

I work with technical leaders selling complex software and services into sophisticated markets. The common thread is an offering that is powerful but hard to explain, and growth that has so far leaned on reputation, referrals, and hustle rather than a system. To do my best work, fit matters more than industry.

We're a fit if

Your product or service is genuinely good but slow or hard to sell
You're scaling a technical or category-defining offer
You want one owner of the full commercial motion, not three vendors
You're ready to act on the strategy, not just file it

Probably not if

You want a cheap pair of hands to run ads this week
You have nothing in market yet, no customers and no track record
You're shopping purely on price
You need someone to rubber-stamp a plan you've already decided

How I think

Operating principles.

The convictions every engagement is built on. If these resonate, we will work well together.

Clarity beats cleverness

The market rewards the company that is easiest to understand, not the one with the most features. Most "growth problems" are comprehension problems wearing a disguise.

Marketing and revenue are one system

Optimizing them separately is how revenue leaks. I tune the whole motion, message to money, as a single loop.

Strategy that doesn't ship is theater

I'm an operator, not a deck factory. The deliverable is a working motion and a team that can run it, not a strategy you admire and never use.

From builder to ongoing partner

The build hands your team an engine they can actually run. From there I shift from building the motion to keeping it sharp, tuning strategy and execution with you as you grow.

The power behind the throne

The best founders don't do it alone. They have someone making sure the market goes their way.

I'm Jordan.

I've spent my career on the commercial side of complex, technical products and services, owning the work that turns a hard-to-explain offering into demand, pipeline, and revenue. I've lived in both the marketing and the revenue seats, which is why I build across the full motion instead of optimizing one slice of it. The gaps between functions are where growth actually dies.

Now I do that work fractionally, for a small number of teams at a time, so each gets a senior operator fully in the problem rather than a junior account team and a status call.

Questions

Before you reach out.

Why fractional instead of an agency or a full-time hire? +

You get a senior operator in the problem from day one. No ramp, no headcount, no agency layers between you and the work. For a complex go-to-market, the bottleneck is rarely capacity. It is judgment. Fractional buys you the judgment without the overhead.

What does an engagement actually look like? +

It starts with a focused diagnosis of where your motion leaks, then a phased plan across Clarity, Traction, and Scale. I work embedded with your team, building and shipping rather than just advising, typically over a multi-month engagement with clear milestones.

What does it cost? +

Engagements are senior-operator priced and scoped to outcomes, not hours. I work with a small number of clients at a time, so I'm selective about fit. The intro call is where we figure out whether the math makes sense for both of us. Bring your real situation.

Do you work in my industry? +

Probably, if what you sell is complex. I work with technical leaders across software and technical services, selling into sophisticated markets. The pattern I solve (a strong offering that is hard to explain and therefore hard to sell) shows up the same way across categories, whether you are starting out or scaling past referrals.

We don't have a real process or proof yet. Too early? +

That is often the best time. Building the motion right the first time is far cheaper than unwinding a messy one later. As long as you have customers and a track record to learn from, there is plenty to work with.

Let's talk

Let's make the market yours.

A focused intro call to pressure-test your current commercial motion. If there's a fit, we'll talk about working together. If there isn't, you'll still leave with something worth fixing.

Book an intro call →

No pitch deck. It's a working session. You'll leave with at least one concrete fix, whether we work together or not.