Go-to-market and partnerships
Go-to-market strategy for AI, Web3 and developer-tool companies
From hidden gem to market presence. I help technical teams work out who to sell to, how to reach them and which partners can get them there faster, then build the team and rhythm to make it happen.
Sound familiar?
Signs it's time
- Great product, but growth has stalled after the early adopters.
- Everyone is a potential customer, so no one is the target.
- Lots of partnership conversations, very few that move revenue.
- Developer or community interest isn't turning into usage or revenue.
- Marketing, sales and product are each running their own plan.
- You are launching a product, a protocol or a new market and need a plan that holds up.
What I do
What's included
A go-to-market plan you can run, not a deck that sits in a folder. That means:
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Market and segment choice
Ideal customer profile, buying triggers and the beachhead segment to win first.
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Motion and channels
Founder-led, product-led, developer-led, community or partner-led: the motion that fits your product and buyer, and the channels that feed it.
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Partnership strategy
Which ecosystem, distribution and integration partners matter, and the terms that make the partnerships pay.
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Launch planning
Sequencing, milestones and the leading indicators that tell you it is working.
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Growth team and function
Structure, first hires, agencies and the operating cadence for the growth team.
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Developer relations and community
For technical products: turning developers and builders into adoption, integrations and advocates.
How it works
How an engagement runs
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Discover
Weeks 1 to 2
Customer and market interviews, a review of your data and funnel, and a map of the competitive alternatives.
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Decide
Weeks 3 to 6
Target segment, motion, channels and partners, written up as a plan with targets and owners.
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Build
Months 2 to 3
Set up the team, partnerships and cadence, and run the first experiments alongside you.
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Scale
Ongoing
Double down on what is working, cut what is not, and hand the machine over to your team.
Who it's for
A good fit if you are
- Technical founders with product pull but no repeatable go-to-market yet
- Protocols, infrastructure and developer platforms that need developer and partner adoption
- AI-native products moving from early users to a paying market
- Companies expanding into the UK and European markets
Probably not the right fit for
- Teams looking for an agency to run paid campaigns
Proof
Recent work
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Growth and developer relations
Unicity Labs
Built out the growth team and developer relations function, alongside a partner and supplier network.
Result: Community grown to 100,000 developers and a 1,500-strong builder network, with 9,000 GitHub stars.
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Business plan and fundraise
Myne Browser
Built out the business plan and economic model: a five-year model, deal room development, and materials for investor presentations.
Result: An investor-ready plan, model and deal room.
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The team delivered a step-change in Zellar’s ability to attract and engage customers. They challenged our core assumptions, spotted gaps in how we were working, and were able to deliver meaningful solutions. Their work continues to deliver value to our business.
Tom Ansell, Head of Product, Zellar
Why me
Operator, not adviser
- CCO at Outlier Ventures, leading the accelerator programmes, partnerships and marketing across nearly 400 portfolio companies
- Head of Growth, then Growth Advisor, at Fetch.ai
- Founder of Move78, a go-to-market studio for emerging-tech brands
- Built the growth and developer relations function at Unicity Labs: 100,000 developers and 9,000 GitHub stars
Questions
Frequently asked questions
Do you write the strategy, or help execute it?
Both. The strategy takes a few weeks. Most of the value comes from building the team, partnerships and rhythm to execute it, and adjusting as the data comes in.
Can you help with a Web3 or token launch?
Yes. I have worked on go-to-market for protocols and digital-asset companies since 2017. A token is part of the go-to-market, not a substitute for one, so it has to be sequenced with product, community and partner milestones.
How long does it take?
A go-to-market strategy usually takes four to six weeks. Building and running it with your team is typically a longer, fractional engagement.
Working on something at the inflection point?
Let's talk about where you are and where you want to get to.