For CMOs at PE-backed B2B companies

Marketing drag is eating
your EBITDA.

Most marketing organizations are slowed down by operational drag: manual, fragmented processes that quietly eat EBITDA. I help CMOs and Operating Partners weaponize AI to build a lean revenue engine your board believes in and your team succeeds on.

No new headcount. No new tech stack.

Get your free marketing drag report

Sound familiar?

Pipeline that accumulates but doesn't convert

Marketing spend with no visible link to revenue

Invisible impact the board can't see or act on

Inefficient, people-dependent processes

AI tools bought, not yet orchestrated into commercial impact

Experience across

Five reasons GTM stalls

The patterns that kill commercial momentum.

Marketing is perceived as a cost center

When marketing can't connect spend to revenue in language the CFO trusts, it gets treated as a line item to be cut, not an engine to be invested in. Moving from cost center to revenue engine isn't a mindset shift. It's a structural one. And it starts with the numbers.

“

My numbers are good but the CFO and CRO just don't believe them. Every management meeting I'm defending why we're doing well while they keep saying marketing isn't delivering. It's exhausting.

Heard in discovery

Revenue and pipeline data tell different stories

The team is active, campaigns are running, events are happening, and the MQL count is up. But when marketing's numbers don't match what sales sees in the CRM, trust evaporates. Without a shared commercial truth, every board conversation becomes a defense exercise rather than a growth conversation.

“

My entire pipeline was built through outbound. I can't scale that forever. Marketing has to start pulling its weight.

Heard in discovery

AI is being used as a content tool, not a revenue tool

Most teams are using AI for blogs, LinkedIn posts, email copy, and video scripts. That's Level 1. Useful, but it barely moves the commercial needle. The compounding impact comes when AI is orchestrated across the full revenue workflow: ICP research, account enrichment, personalized outreach, campaign optimization, and pipeline scoring. That's the engine most teams haven't built yet.

“

We're stuck at AI chat and content creation. I know I should be doing a lot more with it but where do I start?

Heard in discovery

Key-person risk

When critical workflows live in one person's head, a resignation or a two-week absence becomes a business risk. Repetitive, time-consuming processes that depend on specific people don't just slow you down. They cap your capacity and quietly drain your most valuable resource: the time of your best people.

“

She's my best demand gen lead. I don't know how we ever survived before her.

Heard in discovery

Buying growth vs building it

Organizations often hit their numbers by brute-forcing the market with increased paid search spend and bloated SDR and BDR teams. This hidden CAC is a margin killer. If you haven't used AI to collapse the cost of customer acquisition, you aren't scaling. You're just paying more for the same results.

“

I was just asked to cut paid search spend. They don't understand that it will directly hit the numbers.

Heard in discovery

Three impact dimensions

Results that move the multiple.

Revenue performance

Pipeline that converts, not just accumulates. I move marketing from lead-generation activity to a predictable revenue engine the board can bank on. By connecting spend to commercial outcomes, I make marketing impact visible to your CFO within 90 days.

Operational leverage

Scale output without additional headcount. I replace repetitive, people-dependent workflows like competitive research, campaign reporting, CRM enrichment, and account-level content personalization with an orchestrated AI engine, freeing your team to focus on the high-value work that only humans can do.

Commercial alignment

Eliminate the friction between GTM leadership and the board. With a shared commercial truth, marketing stops being a defense exercise and starts leading the revenue conversation. When the numbers do the talking, you move from justifying costs to directing growth.

How an engagement works

The path from drag to revenue engine.

Every business is different. The right engagement depends on where you are and what will drive revenue fastest.

48-Hour Marketing Drag Report

Complimentary

The outside-in view.

The fastest way to identify where marketing is costing you pipeline and EBITDA. I audit your public commercial footprint — competitive positioning, customer sentiment, and digital presence — to surface the three highest-drag points within 48 hours. No confidential information or system access required.

Output

1 page Opportunity Map identifying three friction points with commercial impact estimate. 20 minute diagnostic call.

AI GTM Audit

$9,000 · 2 weeks

The inside-in view.

A structured 2-week deep dive into your internal GTM workflows and marketing stack. I identify exactly where agentic AI can recoup wasted spend, eliminate bottlenecks, and accelerate pipeline. The audit identifies the opportunities. The path forward is yours to choose.

2 weeks

Output

Prioritized Efficiency Blueprint with effort-to-impact scoring. 90 day execution roadmap.

ICP Intelligence Sprint

$12,000 · 4 weeks

The foundation.

Most ICPs are either undefined or have drifted from reality. This sprint uses available field data, such as sales call recordings and customer interviews, to validate, sharpen, or rebuild your primary segment ICP from the ground up. No new systems or tools required. Four weeks. One clear, actionable output.

4 weeks

Output

Primary segment ICP with persona, buying triggers, and revenue story. Campaign-ready messaging framework. Commercial brief framed for CEO and CRO.

Lean AI Marketing Engine

Let's talk · Minimum 3 months

The full reset.

A CMO-level engagement that installs an AI-orchestrated marketing engine your board can measure and your team can sustain. Month 1 diagnoses your current state, audits what exists, and locks the strategic foundation. Month 2 builds and launches: AI-native campaign infrastructure, orchestrated outreach workflows, and a marketing attribution model built on your existing stack. Month 3 optimizes, refines the pipeline visibility dashboard, and hands over a system your team can run. No CRM rebuilds demanded. No new tools required. Just a commercial marketing function that generates attributable revenue and tells a story your CEO, CFO, and board believe in.

3 months minimum

Output

AI-native campaign infrastructure. AI-orchestrated outreach workflows. Marketing attribution model and pipeline visibility dashboard. Commercial impact narrative for CEO, CFO, and board. Full team handover at Month 3.

Not sure which engagement is right for you? Book a 25-minute call for a candid conversation about where you are and what will drive revenue fastest.

Book a 25-minute call

Where I've done this

Evidence of impact. Proven in the field.

Global digital trust platform for ecommerce. Enterprise B2B SaaS, selling into retail, ecommerce, and financial services, with long sales cycles and multi-stakeholder buying committees. Backed by Sequoia and Bessemer.

My role

Joined as the first marketing hire and CMO for Asia Pacific. Engineered a regional strategy and execution playbook, transforming a new market entrant into a category leader through a predictable, data-led demand engine.

Recognized with the Forter Uniquecorn award for outsized business impact.

15xARR growth in 4 years

30%of all new bookings attributed to marketing

PE-backed insurtech, acquired by Travelers. Brought in post-acquisition to build the marketing analytics infrastructure.

My role

Architected the marketing analytics and reporting engine from scratch in 90 days. Created full funnel visibility and a scalable analytics infrastructure the team could own and run. Consistent improvement in both the volume and quality of submissions from wholesale brokers. Built the marketing impact narrative for senior management.

90days to full funnel visibility (submissions, quotes, binds)

B2B enterprise collaboration platform, combining messaging, video, docs, and project management in one product built for global teams. A ByteDance company.

My role

Led marketing strategy and execution for Lark's international expansion in the enterprise segment, in a category dominated by Microsoft and Google. Built the strategy to pivot from startups and small businesses to enterprise and executed the transformation across multiple markets simultaneously.

The team's transformation was recognized with the Lark Star award — the company's highest team honor.

3months to enterprise GTM pivot

9months to a sustained, predictable ABM revenue engine

Multi‑marketenterprise pipeline built from zero

What you can count on

The engagement guardrails.

Outcomes before infrastructure

I avoid the consultant trap of lengthy transformation programs that produce little usable value in short timeframes. No CRM rebuilds. No system overhauls. No waiting for perfect data before something useful happens. I work with your existing stack to drive immediate results.

Results first. Infrastructure follows.

Fix drag, drive revenue

I identify the repetitive, high-drag processes that are draining your EBITDA and replace them with AI orchestration. The goal isn't to make your team 10% faster. It's to give them 10x the capacity.

10x the capacity. Same team.

Surgical depth over breadth

I don't do multiple things partially. Every engagement is a high-impact, surgical intervention focused on one operational milestone at a time. Depth over fragmentation ensures progress on commercial outcomes over distraction across a to-do list.

One thing at a time. Done properly.

Founder & Principal, ScaleUp Advisory

The architect behind the engine.

I've spent my career inside high-growth B2B technology companies, building marketing functions from zero, leading lean teams across complex markets, and owning the commercial outcomes that matter at the growth stage.

I've headed the entire marketing function across APAC multiple times — not one channel, not one stage, but the full commercial picture from brand to pipeline to revenue to leadership narrative.

At Forter, I built the marketing strategy and assembled the team that took Forter from an unknown entrant to a category leader across Australia, Southeast Asia, China, and Japan.

More recently, I've been working with VC-backed B2B technology founders to build AI-native GTM systems from the ground up — taking what I built at scale and applying it at the earliest, most critical stage of growth.

Today, I work with CMOs of PE-backed and VC-backed B2B companies to build that same engine. My mission is simple: build a lean, AI-powered marketing function that generates attributable revenue, operates without fragility, is predictable, and tells a commercial story your CEO, CFO, and board believe in.

Whether the engagement starts with a portco CMO who needs to fix multiple points of inefficiency while building a board-ready revenue narrative in 90 days, or an Operating Partner who needs portfolio-wide commercial visibility, the approach is the same. Fix what's causing drag. Build what drives EBITDA. Leave a system, not a dependency.

Marketing drag is eatingyour EBITDA.

The patterns that kill commercial momentum.

Results that move the multiple.

The path from drag to revenue engine.

Evidence of impact. Proven in the field.

The engagement guardrails.

The architect behind the engine.

Start with a free drag report.

Marketing drag is eating
your EBITDA.