Hi, I'm MICHAEL GRANT

Product & Solutions Marketing Manager

I help organizations turn buyer doubt into buyer confidence.

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 address this issue by analyzing where GTM programs have friction then help organizations provide high-value, self-serve content and tools that address actual buyer questions. Across every role and every stage of the process. Because buyers that feel informed rather than sold to become less skeptical of vendors and more certain about themselves. And confident buyers stick around to click, learn, try, and buy.

I'm searching for a Senior Product Marketing position where I can help buyers "get it". Right now. Plainly. Simply. Because buyers that understand what problems actually cost them stop looking and start deciding.

Core Competencies

Recent Work

Building and Launching an AI Diagnostic That Scaled to 50 Enterprise Deployments

GTM Strategy | Market Intelligence | Market Intelligence

Challenge:

The agency bet on legacy relationships during a double-digit industry contraction in staffing contracts, leaving them exposed as clients froze hiring to prioritize AI-driven restructuring.

Approach:

Conducted enterprise buyer research across 50+ Fortune 500 accounts to validate AI use cases
Developed and productized an AI-enabled diagnostic tool from concept to market deployment
Created positioning and sales enablement for new service line, scaling from pilot to full operation in 180 days

Results:

Validated product-market fit through direct engagement with C-suite and procurement buyers across multiple verticals
Conducted 50+ client engagements following launch
Captured 3 marquee engagements with Fortune 500s
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

See The Artifacts

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Unlocking $1.1B in Pipeline by Repositioning NetApp for Non-IT Buyers

GTM Strategy | Product Messaging | Cross-Functional Leadership

Challenge:

NetApp's AI opportunity was stuck because their storage messaging only reached IT, while 60% of decision makers pooling funds for AI purchases sat in business units. These buyers faced data architecture problems but spoke a different language than IT.

Approach:

Identified and researched three distinct buyer roles outside IT who controlled AI budgets
Developed buyer-specific enablement that translated technical storage capabilities into business outcome language
Built diagnostic tools (Cloud Spending Advisor) that gave buyers confidence before sales contact
Enforced cross-functional alignment to ensure sales and marketing systems spoke to all three buyer types

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

Building the Revenue Bridge: How Buyer Enablement Turned NetApp's Rebrand Into $1.1B Pipeline

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

Challenge:

NetApp's rebrand from hardware to hybrid cloud was theoretically sound but operationally fraught. Sales had new messaging but no way to reach the 60% of decision makers outside IT who now controlled cloud budgets. The rebrand couldn't generate revenue until someone built the connective tissue between brand positioning and buyer reality.

Approach:

Identified that 60% of cloud purchase decision makers sat outside IT and weren't reached by existing campaign infrastructure
Developed buyer enablement framework and assets targeting three distinct non-IT buyer roles
Built Cloud Spending Advisor diagnostic tool, replacing theoretical cloud pitches with buyer-specific data analysis
Prioritized buyer self-education over lead capture, achieving 24% download rate vs 4.8% industry benchmark

Results:

Ignited and supported a 167% YoY growth rate in Cloud Data Services, matching the velocity of top-tier hyperscalers.
These new frameworks and tools influenced $1.1B in pipeline in 12 months by connecting with previously unreached buyer constituencies.
New tools and assets helped sales grow revenue and maintain gross margins at 66.7%.
Framework became the template for how NetApp sales engaged cross-functional buying committees across all cloud product lines

The Full Story On Reputation to Revenue