Go-to-market advisory

Find your repeatable market.

Go-to-market strategy for founders selling technical products to technical buyers in cybersecurity and applied AI.

Talk Through Your GTM

Where I've operated

What I do

I work with clients on all aspects of go-to-market.

You're not sure the market wants it badly enough yet

GTM Diagnostic

What is the state of your go-to-market - what's missing, what's next. I dig into your data, your market, and the people who touch go-to-market, then hand you a clear diagnosis and a prioritized plan you can use right away, at the scope and budget you're ready for. Usually 2-6 weeks.

You have fit and need an engine that repeats

GTM Foundation

For founders ready to build the engine. We lock the ICP and score it against real data, sharpen the positioning and messaging for your best play, build the target account list, define the motion, and set the operating rhythm your team runs on. You get usable, operational systems. Usually 4-8 weeks.

You need someone to run that engine

Fractional GTM Leadership

For founders who need an operator - on an interim basis or until more resources are in place. I run the system we built, tune what isn't working, and grow your ability to execute. The experience of a full-time GTM leader without the full-time hire. Monthly, 30-day terms.

Engagements

Go-to-market is a system.

Go-to-market isn't marketing, and it isn't sales. It's the system that connects what you sell, who buys it, why they care, and how you win - and then does it again, repeatably.

Clarity

Who exactly has this problem, and which of them feels it badly enough to move. Most teams have three or four answers to that, all half-true.

Fit

Are you solving a problem urgent enough that people will pay to make it go away? If not, more spend just makes the gap more expensive.

Alignment

Everyone selling the same way, so a deal doesn't get rebuilt from scratch every time someone new runs one.

Abstract vertical ribbing crossed by diagonal light and shadow in blue and gold.

Operator, not consultant

The first marketer in the door, establishing the foundation, and building the team.

25+

Years leading go-to-market

at venture-backed technology companies

“It is exceedingly rare to find someone who can take a highly complex technical product and translate it into a scalable revenue engine. Matt is the GTM OS architect you call when startups are struggling. He cuts through early-stage chaos with calm, operational focus.”

Christopher Ryan

What you get

Output with a bias toward action

Talk Through Your GTM

Frequently asked questions

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What kind of companies do you work with?

Early-stage B2B companies selling technical products to technical buyers, mostly in cybersecurity and applied AI. Usually the founder is still doing most of the selling.

How does an engagement start?

With a conversation. Let's spend some time in a 30-60 minute working session. I want to understand what is actually going on before either of us talks about scope. Most engagements go from there into a GTM Diagnostic.

How long does this take?

A GTM Diagnostic usually runs 2-6 weeks, largely set by your availability. A GTM Foundation build runs 4-8 weeks. Fractional leadership is monthly, on 30-day terms.

Do you do the work, or tell us what to do?

Both. I build the assets and run the motion alongside your team, then grow your ability to execute through agencies, contractors, or hires. All done with urgency to put these tools to work.

If you're building, let's talk.

A focused 30 minute working session. Worst case, you leave with a clearer picture of what's actually going on.

Talk Through Your GTM

Talk to Matt

Founder, START

matt@startgtm.com

Schedule

Book 30 minutes

Newsletter

Repeatable on Substack

Newsletter

Repeatable

My biweekly newsletter for early-stage B2B founders. Practical notes on go-to-market, ICP, positioning, and finding fit for technical products - what's working, what isn't, and why.

Apr 21, 2026