Strategic advisory
Independent Support for a Defined Commercial Decision.
Decisions
What Advisory Work Is Organized Around.
- Market focus
- Which customers, segments, and use cases to pursue first.
- Positioning and category
- How to explain the product, and whether to compete in an existing category or shape a new one.
- Enterprise commercialization
- What changes when the company sells to larger, more demanding buyers.
- Marketing priorities
- What to do first with limited resources, and what to defer.
- Commercial alignment
- How Product, Marketing, and Sales share one commercial argument.
- Function design
- What the Marketing or PMM function should look like, and when to hire.
01
Strategic Marketing / GTM Advisory
Support for one defined decision or a short series of them. The output is a clear recommendation and the reasoning behind it — the options considered, the trade-offs, and what would need to be true — so the team can act on it. Implementation remains with the company.
The judgment draws on Product and Marketing ownership, prioritization under real constraints, technical commercialization in cybersecurity, data, and financial infrastructure, and experience during integrations and spin-offs. See Palo Alto Networks and Onum for technical commercialization.
02
Non-Statutory Board Advisory
Advice within an agreed, continuing relationship with a founder, an executive team or an advisory board — for example reviewing commercial plans, Marketing priorities, and positioning choices over time. This is an advisory role, distinct from a statutory directorship.
Advisory experience
Program Advisory and Startup Mentoring.
- University of San Francisco
- Program advisory participation, Digital Marketing program: guidance to faculty, review of course offerings and their relevance to business, and student mentoring.
- Startup Coach — Andreessen Horowitz (a16z) context
- Coaching for startup founders.
- Startup Mentor — Mach37
- Startup mentoring role, beginning March 2025.
Enquiries about formal NED or board director appointments are welcome through Contact.
Discuss an Advisory Question.
Describe the decision you are facing and its context.