For B2B SaaS founders, usually at $500K–$2M ARR
We find the reason your customers actually bought, then build the motion that repeats it.
The Shape Of It
Nobody wrote it down. It happened in a call, in a demo, in a conversation you barely remember, and then you moved on, because there was a product to ship.
Now you need the next dozen and it feels like starting over. Nothing broke. You're just trying to repeat something you never named.
That's the gap. Not effort, not tools, not some channel you haven't tried yet.
What We Hear
“We closed ten deals and I couldn't tell you what the ten have in common.”
“Deals move when I'm on the call. I haven't figured out how to hand that over.”
“We've tested four channels. I can't kill any of them, because none has enough data to kill.”
“Our pitch changes depending on who's asking.”
“We copied a playbook from a company we admire. It isn't landing the same way for us.”
“Something's working. I just can't repeat it on purpose.”
Found yourself among these? If yours isn't on the list, ask. It's usually a version of it.
Why It Persists
This isn't a knowledge gap. Nobody understands your customers better than you do. It's a position problem, and position problems don't resolve with more effort.
01
You remember each one as its own story: the intro, the objection, the discount, the follow-up that finally landed. From inside, ten deals look like ten exceptions. The pattern only shows up when someone reads them side by side, and you're the one person who can't.
02
Ten closed deals is enough. So are the ones you lost, and the ones that went quiet. You don't need more volume, more tools, or another quarter of testing. You need someone to read what you already have as evidence rather than as memories.
03
Without the reason written down, every decision downstream is a coin flip: the channel you fund, the copy you rewrite, the first sales hire you brief. Wrong answers compound quietly. Six months in, you've spent real money learning what two weeks of reading your own deals would have told you.
That's the whole job. Read your own deals back to you, name what worked, and turn it into something you can run again on purpose.
Free Resource
15 questions. 6 dimensions. 8 minutes. An honest picture of where your GTM actually stands.
The Deliverables
01
Written as a search filter, not a persona deck.
02
One page, in your buyers' language.
03
Including what we ruled out, and why.
04
Loaded and ready to send.
05
With dates on it.
All of it yours. If we disappeared the day after, you could move on.
How It Works
Each one credits fully toward the next, so nothing you discover is wasted if you decide to go further.
01
The ICP clarity
$4,500
Two weeks
We dig through your wins, your losses, and the deals that stalled, looking for the reason underneath them. Not history. Signal.
You leave with
Some founders take this and don't need us again. That's a fine outcome.
02
In their language
$12,000
Five weeks Includes Everything in 01
Once you know why people buy, you can say it in their words instead of yours. Then you can pick where to say it.
You leave with
03
RecommendedThe right motion
$15,500
Eight weeks Includes Everything in 01 and 02
We don't stop at the plan. We send the first outreach with you and read what comes back.
You leave with
The full build. Recommended if you want the motion working before you hand it to anyone.
Every phase ends with something you use the following Monday. A filter you can run, a sentence you can say, a sequence you can send. Not a strategy deck.
Book a free 20-minute callHow We Work
How we work is published, not negotiated case by case. Seven commitments govern every engagement: fixed price and scope, every session documented, everything we build owned by you, and an honest answer in week two if GTM turns out not to be your real problem.
Four Founders Per Quarter
Four per quarter is the capacity. Not a scarcity tactic, just how many sprints one person can run properly.
The call is a diagnostic, not a pitch. By the end you'll know whether this fits, and what your engagement would look like specifically.
Not sure yet? Take the GTM Scorecard — eight minutes, an honest picture of where you stand.
Common Questions
B2B SaaS founders between roughly $500K and $2M ARR, past product-market fit, still doing the selling themselves, without a repeatable way to get the next customer. If you're outside that range, ask anyway. We'll tell you honestly whether it fits.
Three options. $4,500 for the two-week diagnostic, $12,000 for diagnostic plus messaging and channels, $15,500 for the full eight-week build. Each one credits toward the next.
A fractional CMO is a person on retainer with no end date, at $8,000–$15,000 a month. This is one engagement with a fixed price, a fixed scope, and a fixed end. You keep everything built.
An agency runs your marketing. We answer one question properly, why people buy this, and hand you the system that repeats it. Then we leave.
Then we say so, in week two. That's what the diagnostic is for, and it's one of the seven commitments in our Ethics Charter.
Two weeks, five weeks, or eight, depending on which option you take.
No. Start with the two-week diagnostic. If you stop there, you still leave with your ICP and the reason your customers bought.
An ICP definition written as a search filter, a one-page messaging document, a channel decision with reasoning, an outreach sequence ready to run, and a ninety-day plan with dates on it.