GTM Growth Leadership for Technology Companies
Board-level GTM judgement and execution leadership across product, pricing, positioning, sales, marketing, and customer growth.
SaaS • Cybersecurity • IoT • Telecom • Cloud • Fintech • Fraud • Identity • Infrastructure Tech
When growth stalls, it’s rarely a marketing problem.
It’s a GTM decision and execution problem.
Serving PE-Backed and Founder-Led Technology Companies Across North America & EMEA.
Owned GTM Decisions Across £1.8bn-£12bn Technology P&Ls
Pattern Recognition from High-Stakes, Irreversible Commerecial Bets
Engaged Before Capital, Hires, or GTM Commitments
Trusted by C-Suite Leaders in Global Tech
Former C-suite leaders and P&L owners who’ve worked with Michael under real commercial pressure.
Is Your Growth Being Limited by Decision-Quality - Not Execution Volume?
- Pipeline stagnating or becoming unpredictable
- Losing deals to competitors with inferior products
- Weak differentiation in crowded markets
- Marketing activity not translating to revenue
- Sales and marketing misaligned on ICP and messaging
- No clear GTM strategy — just accumulated tactics
- Technical product value not landing with buyers
- About to make a major bet without certainty it's right
These aren’t marketing problems. These are commercial decision problems. And solving them requires structured judgement before more execution.
Michael Williamson
GTM Growth Leader
Product. Pricing. Sales. Marketing. Customer Success. These aren’t departments I advise on. They’re the five levers I’ve operated to drive commercial outcomes at scale.
Executive Roles:
- Chief Product & Marketing Officer, Equifax
- Vice President Marketing, Symantec
- Global General Manager, Commercial Growth, Vodafone
- General Manager, Commercial Growth & Revenue, Telefonica
- Vice President Marketing & Analytics, Staples
MBA, London Business School
Plus strategic GTM board advisor for PE-backed and founder-led:
ISVs • MSPs • MSSPs • Cyber vendors • Telecom equipment providers • IoT/Connectivity platforms • Fraud/identity networks • B2B infrastructure providers.
Four Ways to Engage — Starting With The Decision
Every engagement begins with clarity on the bet. The work that follows depends on the verdict.
Commercial Bet Due Diligence
About to make a high-stakes decision? Validate the bet before you commit. A CEO-only diligence process that pressure-tests one commercial move and delivers a clear verdict.
- 90-minute CEO Diligence Interview
- GTM Investment Lens analysis across 5 domains
- 7 investment filters applied
- Board-ready Due Diligence Readout
- Clear GO / HOLD / STOP verdict
GTM Growth Blueprint
The bet is sound — now build the execution plan. A 30-day engagement to design the tactical roadmap for the approved bet.
- Integrated product, pricing, positioning, sales & marketing plan
- 12-month execution roadmap with milestones
- Resource and capability requirements
- Risk register with mitigation strategies
- Decision checkpoints and governance
- Hiring/investment recommendations
$19,000 (£15,000) · 30 days
90-Day GTM Growth Acceleration Sprint
De-risk and accelerate execution through senior GTM leadership embedded with your team. Board-level engagement across sales, marketing, and customer success.
- GTM Diagnosis & Leadership Alignment
- GTM Growth Architecture (board-ready)
- 90-Day Execution & Governance Plan
- Risk & Dependency Register
- ~6-8 days/month, senior-level direction
$23,000/month (£18,000/month) · 90 days
GTM Strategic Growth Advisor
Ongoing decision governance and course-correction during execution. Decision quality insurance for CEOs without senior GTM leadership.
- Monthly strategic session
- Early warning on execution drift
- Sanity-check on hiring, pricing, market decisions
- Board preparation and narrative alignment
- Async access for urgent decisions
$6,500/month (£5,000/month) · 3-month minimum term
When to Engage
The Right Moment Matters
Start with Commercial Bet Due Diligence when:
You’re about to make a high-stakes growth move
The team has opinions, but no certainty
The risk of being wrong is higher than the cost of waiting
You need a decision you can defend to the board
You’re considering a senior GTM hire
You’re about to change pricing or packaging
You’re planning market or segment expansion
Engage for ongoing work when:
After funding (Seed, Series A/B) — GTM clarity required
After appointing a new CRO or CEO
Before entering new markets
Prior to a major product launch
When positioning, ICP, or GTM clarity is missing
When strategy exists only in slides, not execution
When founder-led growth has stalled
Is This Right For You?
This Works Best For:
- A tech company (3M–100M revenue)
- Operating in cybersecurity, IoT, telecom, fintech, cloud, fraud, identity, or infrastructure
- Founder-led or investor-backed
- Facing a decision that will shape the next 12 months
- Needing senior GTM direction, not marketing execution
- Willing to be told "don't do it" if that's the truth
Before You Commit, Get the Verdict
On that call we’ll do two things only: define the commercial bet precisely, and confirm fit and timeline.
If it’s not a fit, I’ll tell you directly.
FAQs
Agencies execute campaigns. I make decisions. This is GTM leadership — judgement on product, pricing, sales, marketing, and customer success — not marketing delivery. I don’t replace your team; I ensure the strategy they’re executing is sound.
Primarily technology companies between £3m and £100m in revenue. This is the stage where GTM decisions compound quickly — and where the cost of getting them wrong is material but survivable if caught early.
For Commercial Bet Due Diligence, typically within 1-2 weeks of the intro call. For larger engagements like the 90-Day Sprint, we’ll align on timing during the scoping conversation.
UK-based, serving companies across North America and EMEA. Time zones are managed through structured sessions and async communication. Available on-site for planning and sprint-based assignments.
No. This is decision-grade GTM leadership, not functional management. I work at the level of commercial decisions — the bets that determine whether your marketing, sales, and product investments pay off. Your team executes; I ensure they’re executing the right plan.
