For founder-led B2B tech companies
A new product. A first platform. A new market. You built the business without a go-to-market function, and the next step needs one. In three months, I build the plan with your leadership, sales, marketing and product teams. You get the positioning, the sales story and the launch blueprint, agreed by the people who'll run it.
15+ years in senior B2B product marketing and go-to-market.
The organic growth trap
Your first customers came from people who knew you.
The founder sold. Account managers grew the accounts. The product did the rest.
That got you to $20 million. That's hard. Well done.
Now you want to launch a new product.
Or put a platform in your clients' hands.
Or open a new country, or sell to a new kind of buyer.
And the thing that got you here doesn't travel.
Nobody in the new market knows you.
Your clients are used to a person, not a log-in.
The founder can't be in every room.
That's the organic growth trap.
It isn't a failure. It's what happens when a company outgrows how it got here.
Sound familiar?
"We've grown 30% a year for five years. Now it's slowing, and we don't know what has to change to keep going."
"Everyone in our company tells a different story about who we are. Marketing says one thing, sales another, and account management and product something else again. We need one story we all tell."
"We know where we want to go next. We don't know where to start, who to call, or which product to lead with."
"We've built a platform our clients can log into. Our account managers think the clients would rather call them."
Paraphrased from conversations with founders and commercial leaders.
Two ways I help
Three months. Five stages. One go-to-market plan for your next launch, agreed by your whole commercial team.
You get positioning, messaging, a sales narrative, a launch blueprint and your first launch campaign.
£30,000 · €35,000 · $40,000 fixed
See the sprintOne or two days a week, in the seat you haven't hired yet.
I run the plan, build the sales tools and coach your team.
Pricing shaped to the scope. Let's talk it through.
Talk to me about fractional supportThe route
I talk to your leadership, sales, account management, marketing, product, technology, delivery and operations people. Then I tell you what's working, what isn't, where to focus and where to stop.
Who you're for. What you're up against, including "do nothing". What you say, and the sales story that carries it.
Which channels. Which countries. Which segments. How you launch: soft, phased or big bang. This is the blueprint.
Built with you
I build the first pieces with you: the sales decks, the marketing plan, the sales process and one tightly targeted launch campaign. Everything else, I specify for your team.
Deployment handed over
I design how you'll measure, learn and adjust. Your team runs it.
The sprint builds the strategy. Your team runs it.
If you want help running it, that's what the fractional work is for.
How I work
Ask a founder where they want to grow and you'll often hear four markets, three products and every buyer.
We pick one geography, one vertical, one product and one buyer. Then the next.
Ask five people in your company what you sell. You'll get five answers.
Your buyer hears all five.
If your team can't say it in one sentence, we fix that first.
Product, marketing and sales working from one plan.
Not three plans in three folders.
Who you'll work with
I've spent 15+ years in senior B2B product marketing and go-to-market.
I've seen the organic growth trap from the inside.
Now I help companies get out of it.
Your next launch
I'll tell you honestly whether the sprint fits.
If it doesn't, I'll tell you what would.
Field notes on going to market
Yes, and it is usually where we start. In Discover I interview leadership, sales, account management, marketing and product and show you the five versions of your story side by side. In Define we agree one: who you are for, what you are up against and why you win. It becomes the sales narrative every team sells from.
Nothing is broken. You have reached the limit of growth that ran on the founder, a strong product, referrals and account managers. That engine does not travel to a new market, product or buyer. The sprint works out why you win where you win, where to aim next, and the repeatable system that takes you there.
That decision is the sprint's job. Discover shows what is working and what is not. Define picks one buyer and one lead offer. Strategy sets the channels, the markets, the segments and the launch cadence. You finish with one starting point and a sequence for what comes next, agreed by your leadership team.
That is the situation the sprint is built for. Clients used to a person will not move to a log-in because a product exists. The plan treats your account managers as the launch channel, gives them one story to tell, and decides which clients and segments the platform leads with, in what order.
A three-month, fixed-price engagement in which I build the go-to-market strategy for your next product, platform or market with your leadership, sales, account management, marketing and product teams. It runs through five stages: Discover, Define, Strategy, Get Set and Grow. You finish with positioning, a sales narrative, a launch blueprint, your first sales decks and one launch campaign.
£30,000, €35,000 or $40,000, fixed. About three months. Half on signing, half when the strategy is delivered, roughly two-thirds of the way through. There are no day-rate extras inside the sprint. If you want senior help running the plan afterwards, fractional support is priced separately, shaped to the scope.
The sprint develops the strategy and builds the first pieces with you: sales decks, the marketing plan, the sales process and one launch campaign. Your team runs the launch. If you want senior help running it, I can stay on one or two days a week as fractional go-to-market and product marketing leadership.
Probably, eventually, and the sprint makes that hire work. A senior hire takes months to land and months more to learn the business, and then needs a strategy to run. The sprint gives you the strategy in three months, and the job description for the person who should own it.
Pioneer PMM is a go-to-market consultancy founded by Ryan Woodley-Mitchell, a B2B product marketing leader with more than 15 years in senior roles. It works with founder-led B2B technology companies at 20 to 50 million in revenue, in the UK, Europe and North America, that are launching something new: a platform their clients will use directly, a product beyond the core, or a new market. Most grew through account managers and long client relationships and have no product marketing or go-to-market function in seat. The core offer is a three-month go-to-market strategy sprint at a fixed price of £30,000, €35,000 or $40,000, which delivers positioning, a sales narrative and a launch blueprint. Ryan is based in Donostia-San Sebastián, Spain.
