Different growth questions.
Work built around each one.

Canada-based BrandSpark already had a small U.S. foothold. It hired Michael to lead buyer outreach and commercial development for a U.S. market launch, with the aim of building a business comparable to its established operations in Canada and the UK.

Michael identified and engaged decision-makers, then framed and refined the licensing value proposition as conversations developed. He advanced several deals to the point where BrandSpark's sales team could take over for paperwork and any negotiation of multi-year licenses.

• Licensing opportunities developed with Heineken, Bertolli, Xfinity and iRobot

BEACON40 wanted to establish distribution through online and physical retailers. The work also developed opportunities with healthcare providers, extending the company's reach through organizations serving relevant customers.

Michael identified prospective partners, opened and led commercial conversations, developed pitches, and negotiated terms. He also oversaw launch preparations with BEACON40's team, carrying the work from initial contact through the details needed to get a partnership live.

• A retail listing launched with Sharper Image after sustained negotiation and follow-through
• A commercial relationship developed with Alzheimer's Treatment Centers of America

Sales had stalled after a strong product launch. Lead generation and conversion were thin, business development was ad hoc and run by the founding team, and the company needed to prove product-market fit to investors inside a 6 to 12 month window.

We rebuilt the go-to-market motion around DocsHound's own product as the sales tool: an automated system that generated hyper-personalized product demos for high-intent, top-tier prospects, run as a repeatable playbook instead of one-off outreach. This is the operate-it-every-week discipline the Outbound Engine now productizes.

• First 100 booked demos with high-intent, top-tier prospects
• First paying customers, validating commercial viability
• A repeatable GTM playbook that reduced reliance on founder hustle
• A customer introduction from that pipeline brought investors into the next round

GaggleAMP had an established employee advocacy product and wanted to understand where it best fit. The team commissioned exploratory interviews to investigate buyer problems, opportunities within existing segments, and possible new markets. The findings would guide further research and product development.

We recruited and interviewed professionals in Sales, Marketing and Communications at technology and healthcare companies, including Salesforce, Highmark Health and Blackbaud. We explored their current practices, challenges and requirements, then synthesized the findings in a research report and presentation.

• Different needs among the teams introducing advocacy tools and the salespeople expected to use them
• Reported priorities around ease of use, automation, mobile access and integration with existing tools
• Opportunities for further research into segment fit, product requirements and guidance for formal advocacy programs