The person behind GTM Decision Due Diligence for technology CEOs.
Michael Williamson built Commercial Bet Due Diligence™ from two decades of GTM decisions at companies where getting it wrong cost real money — Vodafone, Symantec, Equifax, Telefonica.
Michael Williamson
GTM Growth Leader | Board Advisor & NED
Founder, TechGrowth Insights
Michael operates at the point where GTM decisions become expensive, hard to unwind, and visible to boards. His work focuses on high-stakes commercial bets across product, pricing, positioning, sales, and customer growth — where judgement matters more than activity, and poor decisions compound quickly.
Pre-commitment GTM Due Diligence for B2B technology CEOs facing decisions that will define the next 12 months — before capital, credibility, and time are committed.
Who this is for
Technology CEOs at £3m–£100m revenue facing a material commercial decision: a VP Sales hire, an enterprise repositioning, a pricing model change, a market entry bet.
PE investors and operating partners who need to qualify GTM readiness before committing capital to a portfolio company decision — or who need pattern recognition they can trust when management presents a growth plan.
This is not for companies pre-revenue or still searching for product-market fit. Not for CEOs who want validation. Not for decisions already made.
The methodology
Commercial Bet Due Diligence™ applies the same rigour boards expect for M&A decisions to the internal commercial bets that often matter more: hires, repositioning, market moves, pricing changes.
Every decision is pressure-tested across five GTM domains (Product, Positioning, Pricing, Sales, Customer Success) and seven investment filters (Strategic Alignment, Evidence Strength, Execution Readiness, Economic Viability, Time-to-Impact, Risk Concentration, Opportunity Cost).
The output is a board-ready verdict:
This methodology was built from pattern recognition across 200+ GTM diligence engagements in B2B technology — from Series A to £12bn P&L.
The experience behind the methodology
Michael built this methodology from operating in the seat where decisions get made and outcomes get measured — not from advising from the sidelines.
| Role | Company | P&L / Scale | Decision Domain |
|---|---|---|---|
| Global GM, Commercial Growth | Vodafone | £12bn revenue, 30 markets | Prepay GTM, channel conflict, market share |
| VP Marketing, EMEA | Symantec | $390m online sales, 110 people | Subscription transition, digital GTM |
| Chief Products & Marketing Officer | Equifax | European portfolio | Product-GTM alignment, fintech positioning |
| GM, Commercial Growth & Revenue | Telefonica (O2) | £1.8bn P&L | Pricing, retention, customer growth |
| VP Marketing & Analytics, Europe | Staples | €400m online sales, 165 people | Pan-European GTM, multichannel |
| Chief Products & Marketing Officer | Helvar | Global, Executive Board | IoT GTM, enterprise positioning |
Education: MBA, London Business School. MA Marketing (Distinction), Kingston University.
Where pattern recognition exists
- B2B technology GTM (SaaS, Cyber, Fintech, Telecom, IoT)
- Enterprise repositioning and upmarket moves
- VP Sales timing and sales motion readiness
- Pricing model transitions
- Market entry sequencing
- PE portfolio company GTM assessment
Where pattern recognition does not exist
- Consumer / B2C go-to-market
- Marketplace dynamics
- Hardware product launches
- Companies below £2m revenue
- Companies above £150m revenue
- Pre-PMF product-market fit search
Current engagements
Michael works with technology CEOs and PE investors across four engagement types:
The GTM Verdict
A 14-day, decision-grade GTM diligence engagement that pressure-tests a single commercial bet and delivers a board-ready verdict: GO, HOLD, or STOP. £2,500 fixed fee.
GTM Growth Planning & Sprints
Post-GO planning (30 days) and execution support (90 days) — offered by invitation after a GTM Verdict confirms fit.
Board & PE Advisory
Board-level GTM judgement and decision support during growth inflection points, leadership transitions, and capital allocation moments.
Competitive Intelligence
Decision-grade research on how competitors actually sell, price, and position — used by CEOs, boards, and investors before committing.
"Michael led Europe Middle East & Africa through a transition including organization evolution and go-to-market changes that contributed to the turn around of the business."
"Michael made a major impact across Vodafone's global commercial operations. One of the very best."
Expert Qualification Bio
For PE firms and investors: A one-page qualification document covering decision domains, experience base, pattern recognition boundaries, and engagement scope. Designed for internal circulation.
Download Bio (PDF)Contact
Michael Williamson
Founder, TechGrowth Insights
London, United Kingdom
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