Client Overview
- SaaS vertical: Compliance automation for B2B fintech platforms
- Stage: Pre-launch → MVP → early GTM traction
- Geography: US-first with EMEA expansion plans
- Product complexity: High-value sales-led SaaS (compliance + data workflows), targeting CFOs and COOs at scaling fintech firms
Role & Duration
Remote Founding GTM Architect | 3-month zero-to-one build (plus fractional RevOps setup + positioning advisory)
The challenge
A brilliant product. No brand. No motion. No traction.
This was a technical founding team — ex-regtech and fintech ops leaders — who had built a beautifully engineered MVP to automate compliance burdens for mid-market fintechs.
But they faced the classic founder challenge:
- No audience. No pipeline. No content.
- 0% awareness in a trust-heavy, regulation-driven space
- Complex buying committee (CFO, COO, Risk, Product Ops) — but unclear ICP hierarchy
- Founders were handling everything from demos to cold emails to investor decks
They didn’t want a marketing agency. They needed a go-to-market architecture that would make revenue real — fast.
Strategic & operational approach
My mandate: Build the brand and the revenue engine from scratch — so the founding team could focus on product and capital.
Positioning: clear problem, urgent outcome
We ran a zero-fluff messaging sprint to distill the product’s core tension:
Most fintechs are scaling revenue while duct-taping compliance.
This creates regulatory risk, slows partnerships, and kills enterprise trust.
We reframed the product not as a “compliance tool,” but as a go-to-market unlock for fintech teams. That one shift changed everything — and drove the entire campaign strategy.
Pipeline before pixels
Before touching brand design or social presence, I built a founder-led motion that created credibility and inbound traction fast:
- A “compliance readiness diagnostic” offer positioned as category education, not software demo
- A hybrid outreach sequence to COOs + CFOs with a 38% reply rate and 22 booked calls in 2 weeks
- A zero-paid, high-trust LinkedIn narrative series written by me under the founder’s voice — tied to actual pain points in fintech scaling ops
Every touchpoint focused on making buyers feel seen, not sold.
Infrastructure that scales
In parallel, I designed a light but powerful GTM infrastructure:
- CRM setup with full funnel tracking, custom deal stages, and lead scoring
- Demo call scripts, objection handling playbooks, and a simple 2-page pitch deck tuned to CFO concerns
- A founder “Revenue OS” — weekly dashboards, deal velocity tracking, and buyer signal mapping
No fluff. No overbuilt martech. Just precision early systems that didn’t require headcount to run.
Results & business impact
In the first 60 days post-launch:
- 68 inbound demo requests from ICP-aligned fintech teams
- $290K qualified pipeline, with 2 multi-year contracts in final negotiation
- Founders closed 6 deals themselves using the exact system, without sales hires
- Positioning adopted by early investors to shape the fundraising narrative
- Zero ad spend — 100% organic, outbound, and high-signal inbound
By month three, they had gone from “unknown brand” to a known operator in their niche — with real pipeline, real buyers, and GTM clarity that saved them 6+ months of trial and error.
Why partnering with me was the growth multiplier
Most early-stage founders get stuck in the “launch and hope” cycle — trying cold LinkedIn posts, running ads too early, or duct-taping a website together.
I don’t do that.
I bring the revenue system from day one — built for founder reality:
- No time, no sales team, no warm audience
- High-ticket offer that needs high-trust motion
- Early product that still needs message–market matching
I built the GTM engine inside their world, not in some template or playbook.
If you’re launching a new SaaS product and want traction that translates to revenue — not vanity — I help you build a go-to-market system that performs from day one.
Not just visibility. Pipeline. That converts.
Let’s make your first 90 days your most efficient quarter ever.