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 find where GTM programs lose buyers, then build the self-serve content and tools that answer real questions at every stage. Buyers who feel informed rather than sold to become less skeptical of vendors 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 understand you quickly, clearly, and simply. Because buyers who understand how your solution saves them time, money or risk stop shopping and start deciding.

Core Competencies

Recent Work

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.
Repositioned 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

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

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

Challenge:

NetApp was expanding into cloud data services but marketing to the wrong buyers with the wrong message. Existing programs targeted on-premise infrastructure buyers. The actual decision-makers — cloud-era budget holders and data consumers — weren't engaging. Awareness existed, but it wasn't converting. The business needed a way in with a new audience.

Approach:

Re-framed the problem: awareness wasn't a funnel issue, it was a buyer trust issue
Researched how modern enterprise buyers make large purchase decisions; found NetApp was losing buyers before they engaged, not at the bottom of the funnel
Built a buying journey framework — Awareness to Consideration to Intent — designed to move buyers from ignorance to purchase readiness
Rebuilt website and content architecture around one insight: buyers complete a series of jobs before they can commit; the new model guided them through that process step by step
Added dedicated content for C-suite decision makers and business users — two audiences the prior program had ignored entirely
Buyers converted faster than at any point in the prior 36 months
Every campaign that followed ran on this model

Results:

$1.1B in pipeline influenced over the program
$147M in won opportunity value
$890M in pipeline interaction, representing 18% of total Q2 pipeline
24% ungated content download rate, 4 to 5x the industry benchmark
84% of site visitors were net-new to the brand
499,000 total visits in the first 9 week after making the change, a nearly 10X what we'd seen in the previous 9 week period

The Full Story On Reputation to Revenue