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, owning the direction and holding execution accountable to it over a multi-month engagement with clear milestones.

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.

Fractional Commercial Leadership

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.

We're the marketing and revenue team behind technical founders and leaders, making a complex product or service easy to explain, easy to buy, and ready to scale.

Book an intro call → See how we work

Services

Positioning & messaging

We make your product easy to understand and easy to buy: who it's for, why it wins, and exactly how to say it.

Demand & pipeline

We design a repeatable way to bring in the right customers, the channels, content, and outreach, then direct the build.

Launches & rebrands

We direct your big moments end to end, a launch, a rebrand, or a new offer, so the rollout is smooth and lands well.

Conversion & revenue

We direct the path from interest to closed, recurring revenue: sales materials, proposals, website, and the follow-through that wins deals.

Our approach

We direct the commercial engine.
You do what only you can.

We 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. We direct the commercial engine end to end, from positioning and demand to pipeline and revenue, and own the number it is built to produce, so growth stops depending on referrals, timing, and heroics and becomes a motion your team runs on a plan we own. You stay free to lead. We 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 we do instead

One partner, full motion

We sit across marketing and revenue and direct them as one system, from how you are positioned, to how demand is created, to how it converts into closed revenue. One commercial brain owning the whole motion. 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 runs on a plan we own. In every phase, we own the decisions and the result. Your team owns the keyboard.

Clarity

We set the commercial direction

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

We design the motion, direct the build

We architect the channels and plays that reliably create pipeline, then direct the build, ours or yours. We own which bets get made and which get killed. Predictable input, measurable output.

Scale

We run the engine, own the number

We steer the funnel economics, conversion, retention, expansion, and the revenue operations behind them, week over week, so growth compounds and your team operates the system without us. We own the outcome the whole way.

Who this is for

Built for complexity, not for everyone.

We 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 our 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 have a team to execute, or the budget to resource one
You want a commercial leader who owns the outcome, not a contractor who owns a task list
You decide fast and want a sharp outside brain steering the motion

Probably not if

You want a pair of hands to run your ads or emails. We direct the hands. We aren't them.
You have no one to execute and no plan to resource it
You want to hand it all off and disappear. Direction needs an engaged client.
You want a strategy deck to rubber-stamp a decision you've already made

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. We direct the whole motion, message to money, as a single loop.

Strategy that doesn't ship is theater

We've built these engines ourselves, which is exactly why we can direct yours without living in the weeds. The deliverable is work shipped into the market against our direction, not a strategy you admire and never use.

We own the number, not the keyboard

Plenty of people will run the plays. Almost no one will own whether they work. We set the direction, hold execution accountable to it, and stay on the hook for the result.

Who you'd work with

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

I'm Jordan Miller, founder of Kingmaker GTM. 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 we can direct the full motion instead of optimizing one slice of it. The gaps between functions are where growth actually dies.

We work fractionally, with 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.

In their words

What working with us looks like.

Jordan and the Kingmaker team were exactly the marketing support we needed during our company rebrand.

Read the full story+

They helped us get organized, manage the rollout, and think through the pieces that mattered most, from announcements and email lists to LinkedIn strategy and overall positioning. They also helped us build new versions of key deliverables, including proposals, website messaging, and more.

What stood out most was how much confidence they gave me throughout the process. They made sure we were ready, helped us avoid unnecessary missteps, and gave me confidence that we were handling the rebrand the right way. When we finally went live, the rollout was smooth and the feedback was very positive. A lot of that credit goes to Jordan and the Kingmaker team.

Jon Latorre Founder & CEO, Pacer

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. We work embedded with your team, owning the direction and holding execution accountable to it, typically over a multi-month engagement with clear milestones.

So you don't actually do the work? +

We do the most valuable part: deciding what to build, in what order, and owning whether it produces revenue. Execution is the part you can hire. Judgment is the part that's scarce, and it is what decides whether any of the execution was worth doing. Your team runs the plays under our direction. If you don't have a team, we can bring in vetted specialists who execute under our direction, so you are never the one staffing it.

Do you work in my industry? +

Probably, if what you sell is complex. We work with technical leaders across software and technical services, selling into sophisticated markets. The pattern we 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 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.