Eric W.

I turn complex products into clear market positions that translate into revenue. Right now that means working with a lot of AI-driven companies and products to shape their go-to-market strategies including positioning, messaging, etc to sell categories that didn't exist eighteen months ago. Pricing agentic products is one of the hardest unsolved problems in B2B software, and I'm in it daily. Over 25+ years I've led GTM, product marketing, brand strategy, and growth for technology companies from seed-stage startups to global enterprises such as LogicGate, Liquibase, Testlio, Aurea, Pegasystems, Exari, and Aquent, all grounded in brand and identity work at Lippincott and strategy consulting at Mercer. What I do I help companies figure out what they're actually selling, then build the go-to-market motion to sell it. Positioning & Messaging — Frameworks that hold up in competitive deals, not just on a slide. Especially useful for products in new or unfamiliar categories, where the buyer has no vocabulary yet. Product Marketing & Launch — ICP definition, buyer personas, competitive narrative, pricing and packaging, launch strategy. Including usage-based and AI product models. Sales Enablement — Pitch decks, demo narratives, and the coaching to make them stick. I've trained sales teams on demo storytelling, not just handed them a deck. Fractional / Interim Leadership — CMO-level ownership while you build, hire, or coach the in-house team. Demand Generation — At Exari I rebuilt the funnel from scratch: inbound leads up 166% year over year, cost per lead down 41%, cost per MQL down 63%, web traffic up 50%. Where I've done it Enterprise B2B SaaS — LogicGate, Liquibase, Aurea, Pegasystems, Exari and others. Complex technical products sold to engineers, legal operations, and risk officers. Self-serve and consumer — Five years as CMO of Zive, makers of Kiwi for Gmail: freemium, app-store distributed, sub-$60 a year, where the entire business was trial-to-paid conversion and cost per acquired user. Professional and technology-enabled services — Testlio, Aquent, Mercer, Deloitte Early stage — I mentor founders through three accelerator programs (Startup Virginia, Lighthouse Network, 757 Collab) on ICP, positioning, and which distribution bet to make first. How I work Scoped projects or embedded retainer work running the function. I take a position and I'll tell you when I think you're wrong. I stay through execution rather than handing off a strategy deck.