01 / Position
The market changed. The positioning didn’t.
Your product has evolved. Competitors have moved. AI is changing the category. But the story still sounds like it did two years ago.
Change the position.AI commercialization · category creation · GTM strategy
Your market changed.
Your story should too.
We help B2B software companies commercialize AI, sharpen their story and turn complex technology into a crystal-clear reason to buy.
AI Commercialization
Category Creation
Positioning
GTM Strategy
THE HEART OF THE PROBLEM
The problem usually isn’t “more marketing.”
It’s clarity. The market moved, the product evolved, the story blurred, or the value got lost somewhere between Product, Marketing and Sales.
02 / Story
Everyone suddenly sounds the same.
AI-powered. Intelligent. Automated. Agentic. Transformative. The words are everywhere, which means they increasingly mean nothing.
Change the story.03 / Category
You built something new. The market doesn’t have a box for it.
Sometimes the opportunity isn’t to win an existing category. It’s to define the problem differently and give the market a better frame.
Change the category.04 / Value
You have AI. Now you need a reason anyone should care.
Adding AI is easy to say. Commercializing it is harder. What changes for the customer? What becomes possible? What gets measurably better?
Change the value.Where I work
At the messy intersection of market, message, product, GTM and AI.
Market
Where is the market going? Where should you play? What space can you credibly own?
Message
Why you? Why now? Why should anyone care enough to act?
Product
What should you package, prioritize, monetize or stop doing?
GTM
How do Product, Marketing, Sales and Customer Success tell one story instead of four?
AI
Where does AI create actual customer value, differentiation and commercial advantage?
A point of view
AI made it easier to make things. It also made it harder to matter.
Products are easier to build. Content is easier to create. Competitors are easier to imitate. Differentiation moves upstream to what you stand for, what you call the problem, what you make buyers believe and what you become famous for.
PositioningBrand relevanceCategoryPricingProductDistribution
Proof, not biography.
2×
CMO and multiple senior product marketing, strategy and business leadership roles
20+
years working in AI, from decisioning and automation to today’s AI
3×
Category creator across Gartner and Forrester-recognized software markets
200%+
growth achieved across multiple distinct B2B SaaS software sectors
Gartner Cool Vendor
Co-founder of category-creating MarTech vendor and Gartner Cool Vendor, Kitewheel
Global
Extensive leadership and GTM experience across distributed NA, EMEA and APAC markets
How I work.
Strategic projects
Positioning, category strategy, AI commercialization, GTM, messaging and market strategy. Focused work with a clear problem and an outcome.
Executive advisory
A senior outside perspective for CEOs, CMOs, CPOs and CROs when the answer is not obvious and the stakes are high.
Fractional leadership
Experienced marketing leadership for companies that need senior strategic leverage without another full-time executive.
- Chief Marketing Officer
- Chief AI Commercialization Officer
- Product Marketing Leadership
PE & VC portfolio advisory
Cross-portfolio help for investors and their portfolio companies on recurring GTM, positioning and AI commercialization challenges that show up in different clothes.
Making complicated technology easier to understand, and harder to ignore.
To break through, you need a market architect, AI commercialization leader and category creator who has spent a career helping B2B software companies explain why they matter.
I’ve spent more than 20 years working specifically in artificial intelligence, including decisioning, automation and the latest AI technologies. Along the way, I’ve been a CMO, global product marketing leader, strategist, business leader and co-founder of a category-creating Gartner Cool Vendor.
Throughout my career, I’ve worked with PE-backed, privately held and publicly traded B2B software companies to shape categories, reposition products and turn complicated technology into sharper market stories. The recurring lesson is simple: the hardest GTM problems are usually solved by getting clearer about the market, the customer’s true need and what makes you uniquely poised to solve that problem. It’s about crystallizing what you want to be famous for.
Let’s talk
Got something that needs a fresh perspective?
A category.
A story.
A GTM strategy.
An AI proposition.
Maybe all four.
Email Jeff ↗
A story.
A GTM strategy.
An AI proposition.
Maybe all four.