Hi, I'm MICHAEL GRANT

Product & Solutions Marketing Manager

Make sure you're chosen before buyers call

— 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 content and tools that answer real questions for all roles at every step. 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 seeking a senior Product Marketing role to help you win the shortlist. I'll make your solution the logical choice before the first call, so prospects stop comparing, and start buying.

COMPANIES I'VE

WORKED FOR:

COMPANIES I'VE COLLABORATED WITH:

ANALYSTS I'VE PARTNERED WITH:

— CORE COMPETENCIES—

— RECENT WORK—

AGENCY STOPS PITCHING CLIENTS, STARTS SCORING THEM

Creative agency backs new business development program

GTM Strategy | Market Intelligence

Challenge:

I had a thesis to test: enterprise buyer enablement methodology works outside of tech. Rather than run another proof of concept on paper, I took it live. I approached Liaison Creative cold, using former-client standing to open the door. They needed a better way to develop new business. I had a model that could deliver one. We made a deal.

Approach:

Pitched a net-new business concept cold to agency leadership, securing full internal funding without holding 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 the model using 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 fast insight and enable rapid pilot-to-client conversion.
Repositioned the agency as a buyer transition partner, targeting the selection phase where 80% of vendor decisions happen before first contact.

Results:

Secured 100% internal funding for a net-new practice
Delivered 33 Buyer Impact analyses in 90 days
Converted 3 Fortune 500 strategic engagements
Revived a major account dormant for five years

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

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TURNING RELUCTANT SELLERS INTO AI REVENUE DRIVERS

Architecting the NetApp "BI to AI" transition GTM

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.

Approach:

Diagnosed the core blocker as value translation failure, not an awareness gap, and rebuilt the GTM motion around it.

Replaced infrastructure-centric messaging with an Outcome-First model built around vertical-specific AI business outcomes for both technical and non-technical buyers.
Unified sales and marketing on shared data systems and qualification rules before scaling — eliminating the misalignment that was stalling pipeline.
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:

Grew quarterly deal volume 30% in two quarters — from 75 to 97 deals
Expanded non-specialist seller participation 112% — from 283 to 600 active sellers
Held average revenue and margin per deal while volume scaled 30%

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BRAND FIRST, REVENUE FOLLOWS

NetApp's pivot from on-prem hardware provider to cloud SaaS partner

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

Challenge:

Cloud buyers assumed hyperscaler native tools were sufficient. They didn't know they had a storage problem. NetApp was a cloud company no one believed was a cloud company — running 21 simultaneous campaigns, each contradicting the last, with a consideration-to-intent conversion rate of 0.5%. Nothing could convert until the market understood how NetApp could help.

Approach:

Restructured GTM using the Reputation-to-Revenue (R2R) framework, replacing fragmented campaigns with a disciplined three-phase sequence.
Mapped new educational content to six Buying Jobs-to-be-Done, replacing over-engineered technical assets with content built around buyer decisions.
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 the Cloud Overspend Analyzer and ROI calculators to surface unconsidered needs and help buyers reassess decisions they didn't know were costing them.
Expanded media to new channels — esports, podcasts, connected TV — to reach business and technical buyers outside of work hours.

Results:

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

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