Hi, I'm MICHAEL GRANT

Product & Solutions Marketing Manager

I help B2B companies STOP pushing products and START guiding buying decisions.

because marketing should be a service to customers

Resume | LinkedIn | Github

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% of these buyers will move on without ever contacting a vendor. In high-stakes sectors like AI, security and data management, this doubt creates infinite "research loops" and stalled deals.

The reality is simple: Confused buyers don’t decide, they disappear.

I fix this by diagnosing where GTM motions break down, then build the marketing programs, content, and tools that help buyers become less skeptical of vendors and more confident in themselves so they buy better solutions with fewer regrets.

I am seeking a Product Marketing role where I can help buyers ‘get it’ sooner, faster, better. Because people develop trust and buy solutions when they understand the expensive problems you solve, immediately, clearly, and simply.

Core Competencies

Case Studies

Examples of Recent Work

Creating a new Business Development group for an Austin Texas Creative Agency

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

Leveraged market insights to pitch and secure 100% funding for a new Strategic Services division.
Engineered an AI-enabled, 60-point diagnostic to identify and quantify buyer journey friction
Operationalized the pilot, moving from concept to full market-ready service in 180 days.
Scaled by delivering "pro-forma" buyer analyses to 50+ high-value clients.

Results:

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

Click Here to See Program Artifacts

Helping NetApp Move From Enterprise Storage to AI Data Catalyst

GTM Strategy | Product Messaging | Cross-Functional Leadership

Challenge

NetApp entered the 2023 AI boom with 7 quarters of flat sales, paralyzed by a dual crisis: a sales force that wouldn't position AI solutions and a market where 72% of buyers were immobilized by "data architecture gridlock" that legacy storage messaging failed to address.

Approach

Pivoted to "Outcome-First" vertical value to capture a larger portion of the projected $1T AI market.
Enforced "Level 3 Alignment," synchronizing sales and marketing systems before scaling the global rollout.
Traded broad awareness for "Value Translation" to clear the specific integration hurdles stalling deals.

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

I NEED A TITLE

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

Challenge

Facing a legacy hardware identity that had become a revenue anchor, I was recruited to join a CMO-sponsored, brand-level team charged with pivoting NetApp's $6B legacy business. My job was to focus on developing a new way to connect NetApp's rebrand to campaign revenue operations.

Approach

Researched and led the development of a "Buyer Enablement" framework and assets targeting 3 new distinct buyer roles.
Developed new assets that surfaced buyer needs because my research found 60% of our decision makers were NOT in IT but had pooled their funds to make the purchase.
Secured $200K for a Cloud Spending Advisor, replacing theoretical pitches with buyer-data diagnostics during the awareness phase.
Prioritized buyer education over lead extraction, yielding a 24% download rate, which is 5x the 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%.

The Full Story On Reputation to Revenue

Work Samples

put both real skills/artifacts here + wouldn't it be funny if work [see nate b jones sub - message is I both work and play at making things]