GET ON
YOUR BUYER'S
DAY-ONE SHORTLIST
WHO I HELP
I work with B2B tech, Series A to $250M companies that have outgrown their story. They're seeing issues. Revenue is flat. Deals lost to a worse product. Win rates holding while pipeline shrinks. Dismal AI results. My clients are:
The Rebrander. You're repositioning, rebranding, and refocusing GTM. The old story doesn't fit the market you actually serve.
The Founder-led Company Growing Up. The founder's instinct got you here. The market is in a different place.
The Product Company Pushing into Markets. Good product. Weak traction. A story only repeated by people who already know what you do.
MY CLIENTS FACE A NEW MARKETING REALITY
The most expensive loss isn't losing one deal, it's dropping out of considerATION.
Buyers rank a favorite before any seller makes contact, and the favorite usually wins. Win-loss data can't catch this. It only records deals you entered. These are the four shifts driving it.
Good companies are losing relevance without making a single bad decision.
Research hardens into fact the day it's collected. The market moves on. Great execution and optimization don't fix the widening gap.
1
Your homepage is now everywhere buyers and AI assemble your story.
Reviews, customers, sales calls, and AI answers are writing your story right now. When they disagree with each other, buyers don't investigate. They just get cautious.
2
Being better only matters if you can make it onto someone's shortlist.
By the time a buying group starts evaluating, their shortlist already exists. And it's mostly based on the language the category leader created.
3
Your pitch must survive retelling in rooms you'll never enter.
Buying groups now run 13 people deep, and most hit real conflict before they agree. Your champion has to defend the case without you in the room.
4
THE PROBLEM
The market doesn't tell you when your MARKETING IS out of sync.
Marketing drifts out of phase with its market in six stages. Most companies are somewhere in this loop right now, and can't see it.
WHAT I DO
Three workstreams. One unique system.
The category narrative defines your story. The market proof makes it credible. The Sync keeps you relevant.
STRATEGY
The Category Narrative.
The strategic engagement and the craft my practice is built on. Buyer and lost-deal interviews, category analysis, and the strategic work of defining what changed in your market and what it now requires. You get the point of view your company competes with: the instability reshaping your market, the enemy your narrative organizes against, your category position, and the core narrative every team uses.
CONTENT & STORY
Connected Thought leadership.
The category narrative POV becomes your lighthouse story, the proof your category leadership is real. Executive-to-executive connections spread the authentic point of view so buyers and machines can verify it. Market proof is created, improved, and aligned to the specific objections stalling deals and the citations machines rely on. Everything is mapped to sales and marketing motions and kept current in a living library for teams.
SYNC OPTIMIZATION
Feeds, Reads and Monthly Fixes.
Three feeds run continuously: what AI answers say about you, how your buyers' language is shifting, and where the category's language is heading. Each month, I tell you what changed, where the opportunities are, and what needs improvement. Each quarter, we review your Sync Score and align on narrative and content optimizations.
"Dave is a rare breed. He has an outstanding command of both creative and business strategy. "
Valerie
VP, Paramount
"He helped us see our product and customer from a different lens. It was actually fun"
Max
Founder, Amply
"No-ego, hard working. pragmatic. He's an amazing collaboration partner for business."
John
Founder, Elevation Health
GETTING STARTED
A CAREERS WORTH of experience.
A few days a month.
Twenty years of brand storytelling and category-building experience on your team next month, for a fraction of a full-time hire. No recruiting. No long ramp up.