Hi, I'm MICHAEL GRANT

Product & Solutions Marketing Manager

Most buyers choose a vendor before they call...

...I make sure you're chosen.

— ABOUT ME—

Most B2B buyers don't hesitate because they lack information; they hesitate because they can't resolve their internal doubt. By the time a buyer contacts a vendor, they're already two-thirds through their decision. And more than 90% of the time the vendor they call first is the one they buy from.

Today's truth: The shortlist closes before the conversation opens.

I diagnose where GTM programs lose buyers. Then build the self-serve content and tools that answer real questions for every role at every stage. Buyers who feel educated rather than sold to become less skeptical of you and more confident in themselves. And confident buyers click, learn, try, and buy.

I'm looking for a Senior Product Marketing role where I can help buyers better understand your solutions. Because buyers who understand how your solutions save them time, money or risk stop shopping and start deciding.

— CORE COMPETENCIES—

— RECENT WORK— [change PR to analysis]

CREATIVE AGENCY STOPS PITCHING CLIENTS

AND STARTS SCORING THEM

GTM Strategy | Market Intelligence | Market Intelligence

Challenge:

A double-digit declining creative staffing market, a client base reorganizing around AI adoption, and no systematic new business development process. Clients were pausing, restructuring, and going dark. The agency was losing deals not to competitors, but to buyer indecision.

Approach:

Pitched a net-new business concept cold to agency leadership, leveraging former-client standing to initiate a cold-start venture without an internal role.
Built a 60-point AI-enabled Buyer Impact Analysis (BIA) tool to replace subjective creative pitches with scored, data-backed diagnostic roadmaps.
Validated funding need by running the BIA on the agency owner's own documented frustration buying a corporate firewall, quantifying the problem before making the ask.
Designed a one-week diagnostic turnaround to generate immediate value-to-insight and enable rapid pilot-to-client conversion.
Re-positioned the agency as a buyer transition partner, targeting the selection phase where 80% of vendors are evaluated before first contact.

Results:

Conceived, Developed and 100% internal funding secured
33 Buyer Impact Pilots and Analyses delivered in 90 days
3 Fortune 500 strategic engagements (AMD, 3M, Dell)
Revived a very large account dormant for the past 5-years

⁕ Liaison is a private company so does not report revenue nor use clients to promote its business

Dig into this program with the AI Knowlege Hub

TURNING RELUCTANT SELLERS INTO AI REVENUE DRIVERS

GTM Strategy | Product Messaging | Cross-Functional Leadership

Challenge:

NetApp's AI and analytics portfolio was ready. The sellers were not. Most avoided AI conversations in established accounts, afraid they would expose a knowledge gap or stall deals already in motion. The problem was not product awareness. Sellers had no confident path from a storage conversation to an AI value conversation. Before anything could change, leadership needed to see the size of the gap

Approach:

Diagnosed the core blocker as value translation failure, not an awareness gap, and reoriented the GTM motion around buyer journey completion.
Replaced infrastructure-centric messaging with an Outcome-First model built around vertical-specific AI business outcomes.
Enforced Level 3 Operational Alignment, unifying sales and marketing on shared data systems and qualification rules before scaling.
Validated the narrative through two MVP iterations with select teams before global rollout, compressing risk without stalling momentum.
Activated 600 non-specialist sellers in AI deals through a targeted enablement motion with unified qualification and coverage rules.

Results:

Increased average quarterly deal volume by 30% within two quarters, growing from 75 to 97 deals
Expanded non-specialist seller participation by 112%, scaling active coverage from 283 to 600 personnel.
Despite increased number of deals per quarter, maintained average revenue and margin

To See The Full Campaign and Assets Click Here

Brand First, Revenue Follows

Sales Enablement | Cross-Functional Leadership | Analysts, Press, & Advocacy

Challenge:

NetApp was a cloud company no one believed was a cloud company. Twenty-one simultaneous campaigns ran at once, each contradicting the last. The consideration-to-intent conversion rate sat at 0.5%. Cloud buyers assumed hyperscaler native tools were sufficient; they did not know they had a storage problem. Nothing could convert until the market first understood it needed help.

Approach:

Restructured go-to-market using the Reputation-to-Revenue (R2R) framework, sequencing Awareness, Consideration, and Intent as three distinct campaign phases
Developed new educational content then mapped it to six Buying Jobs-to-be-Done replacing the numerous overly technical assets and a traditional linear funnel
Helped launch "The Specialists" creative strategy, using self-deprecating humor to credibly own the cloud storage specialist position
Ungated all premium educational content to build trust and prioritize buyer learning over immediate lead capture
Built Cloud Overspend Analyzer and ROI calculators to surface unconsidered needs and help buyers reassess their existing decisions and make sense of the complex ones they were contemplating
Expanded media to new 'watering holes' such as esports, podcasts, and connected TV to engage both business and technical buyers outside of work hours

Results:

Generated $1.1B in pipeline influence, representing 29% of all won pipeline and 35% of cloud ARR
Drove 882,000 net-new site visitors (84% new to brand) with a 65% year-over-year traffic increase in the first quarter
Ungated content hit a 24% download rate, four to five times the 2 to 5% B2B industry benchmark

The Full Story On Reputation to Revenue

COMPANIES I'VE

WORKED FOR:

COMPANIES I'VE COLLABORATED WITH:

ANALYSTS I'VE PARTNERED WITH:

—WORK SAMPLES—

Visual examples of deliverables including strategy documents, sales enablement materials, competitive analyses, and launch assets. [some have clear titles, some have clever, pick one]