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I help B2B companies STOP pushing products and START guiding buying decisions.
because marketing should be a service to customers
ABOUT ME
ABOUT ME
Most B2B buyers don't hesitate because they lack information, they hesitate because they can't resolve their internal doubt. More than 84% will move on without ever contacting a vendor, trapped in infinite "research loops" that silently kill deals.
The reality is simple: Confused buyers don't decide, they disappear.
I help companies fix this by diagnosing where GTM motions break down, then building the marketing programs, content, and tools that answer real buyer questions for every role, at every step, with clarity, authority, and authenticity. When buyers feel informed instead of sold to, they become less skeptical of vendors and more confident in themselves. And confident buyers click, try, and buy.
I'm looking for a Product Marketing role where I can help buyers 'get it'. Immediately, clearly, and simply. Because people buy better solutions with fewer regrets when they really understand the expensive problems you solve for them.
Core Competencies
Core Competencies
Recent Work
Recent Work
Building and Launching an AI Diagnostic That Scaled to 50 Enterprise Deployments
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
Unlocking $1.1B in Pipeline by Repositioning NetApp for Non-IT Buyers
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
Building the Revenue Bridge: How Buyer Enablement Turned NetApp's Rebrand Into $1.1B Pipeline
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
Work Samples
Work Samples
Visual examples of deliverables including strategy documents, sales enablement materials, competitive analyses, and launch assets.
Full portfolio of work samples and detailed artifacts available upon request
What People Say
What People Say
Liaison
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Dell
Get In Touch
Get In Touch
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