Approach

Go-to-Market Is More Than Just Marketing

Growth isn't one thing. It's how product, sales, and marketing connect.

Commercial Model

  • Unit economics
  • Pricing structure
  • Margin reality

Customer Insights

  • Who they are
  • Why they buy
  • Decision context

Product Positioning

  • What you sell
  • What they need
  • How those connect

Execution System

  • Sales workflows
  • Marketing feedback loops
  • Outcome measurement

Most companies optimise these in silos. I align them into a system for predictable growth.

How I Work

Understand your business deeply. Apply 30 years of experience to identify what matters most. Build systems your team can run without me.

Strategic Foundations

  • Interviews across your sales, marketing, and product teams
  • Review of your customer base and go-to-market approach
  • Identify opportunities, prioritise them, create a roadmap
The Outcome

"A clear, executable plan built on your business reality."

Implementation Support

Ongoing guidance to align execution with strategy:

  • Embedded within your team (think fractional CMO)
  • Running marketing initiatives alongside your team
  • Focused on delivering business outcomes
The Outcome

"Strategy that gets implemented, measured, and refined based on results."

Team Enablement

Building your team's capability, not dependency:

  • Workshops and hands-on coaching
  • Framework and knowledge transfer
  • Your team owns the execution
The Outcome

"A team that owns the strategy and execution, without ongoing dependency."

Proven Results

ClimSystems

Global Climate Data Provider

12-month engagement to systematise growth. Sales pipeline, forecasting, workflows. Designed the strategy, built the systems, handed it over. Their team now runs it independently.

The Result

Revenue forecasting accurate enough to report with confidence. Within +/- 10%, month after month.

NZ-Based Global Footwear Brand.

Export Storyteller GOLD Programme

Applied the micro-personas framework to sharpen targeting for international markets.

The Result

20% Sales Uplift in their target global market

What Clients Say

"Unlike many agencies that only offer consultancy advice, Craig provides a full-service solution, including hands-on execution when internal resources are limited."

O

Olesya Frolova

Former Product Marketing Lead, NZTE

"Craig combined profound technical expertise with a deeply human understanding of how people actually work online."

C

Clayton Foster

Former Global Head of Brand, Education NZ

"Craig's ability to connect marketing data to business outcomes has been invaluable."

L

Lee Hales

Director Marketing, NZTE

Background

FOUNDER

Founder, Resonance Marketing Co-founder & CEO, UpliftRFP (AI-native SaaS)

5y+

Partnership with NZ Story & FernMark. 30+ companies through Export Storyteller Growth programme

30y+

Agencies, in-house, and exec roles. Pattern recognition you can't shortcut.

Ready for more?

Drive demand

AEO & Visibility

Get your business found and recommended by ChatGPT, Claude and Gemini. The new top of the funnel.

See the approach

Run it

AI Adoption

Build the AI capability your team needs to run GTM at scale, without burning out the people running it.

See the approach

Let's Talk.

30 minutes to figure out if I can help. No sales pitch, just clarity.