On-Demand PMM for AI & B2B SaaS Companies Ready to Win
Fractional product marketing for VC-backed SaaS and AI from Seed Stage and beyond. I've built PMM functions at Workday, Checkr, Procore, UserTesting, and others. Now I do it for companies like yours.
On-Demand PMM Leadership That Ships from Day One
Most B2B tech companies know they need stronger product marketing but can't wait months for a full-time hire to get up to speed. I plug in fast because I've done this before, at companies ranging from Seed stage startups to Workday during its run from $130M to $2.2B in revenue.
I work directly with founders and marketing leaders to sharpen positioning, build competitive intelligence programs that sales teams actually use, and create go-to-market strategies that translate into pipeline.
Speed
Operational from day one. No ramp-up, no hand-holding required
Depth
15 years of PMM experience across enterprise, mid-market, and startup stages
Impact
Every engagement is tied to pipeline, win rates, and measurable GTM outcomes
Services
What I Do
Three core practice areas — each built around the most common GTM gaps I see at high-growth B2B SaaS and AI companies.
Positioning & Messaging
I'll help you find the narrative that makes your product click for buyers. Not vague value props but a clear story that connects what you've built to the problems your customers are desperate to solve.
- Positioning framework and messaging guide that unifies every team member's language
- Persona-aligned talk tracks so reps know how to frame value for each stakeholder
- Sales pitch narrative and deck that moves prospects from curiosity to conviction
Competitive Intelligence
I build CI programs your sales team will actually use. Not just battlecards that collect dust, but a living system of competitive insights reps reference before every call and meeting.
- Competitive analysis mapping each rival's positioning, weaknesses, and likely moves
- Battlecards and objection handling guides built around real deal scenarios
- Win/loss analysis that surfaces patterns and turns losses into coaching opportunities
- Competitive monitoring framework your team can maintain independently
Go-to-Market Strategy & Enablement
From product launches to sales enablement, I help you build the engine that turns product releases into pipeline. GTM playbooks built for every stage — from Seed to IPO.
- Launch strategy and execution that coordinates product, sales, and marketing
- Sales enablement content built around how your buyers actually make decisions
- Demo scripts, one-pagers, and leave-behinds designed to advance deals
- Content strategy mapped to each stage of the buyer journey
Results
Measurable Outcomes, Every Engagement
The proof is in the pipeline. Here's what strategic product marketing done right actually moves.
+25%
Pipeline Growth
Increase in marketing-generated pipeline
+30%
Win Rate Lift
Improvement in competitive win rates
+60%
Adoption Growth
Growth in product adoption
+400%
Revenue Growth
Enterprise revenue acceleration
Built From Zero
Established PMM, competitive intelligence, and sales enablement functions from the ground up at multiple VC-backed companies creating durable programs that outlast the engagement.
Hypergrowth Scale
Played a key role in Workday's product marketing organization during its growth from $130M to $2.2B in annual revenue - one of enterprise software's defining growth stories.
Who I Work With
Built for Companies Like Yours
I work best with VC-backed B2B SaaS and AI companies that are ready to invest in their go-to-market motion. Engagements are most impactful when there's a clear problem to solve and a team willing to move fast.
Building their first PMM function
You need someone who's done it before. Not someone learning on the job at your company's expense.
Preparing for a major launch
You need positioning, messaging, and enablement fast and a launch strategy that actually coordinates across teams.
Losing deals to competitors
You need CI that actually moves the needle in live deals, not generic intel that sits in a shared drive.
Scaling from founder-led sales
You need a GTM foundation including messaging, tools, and processes that empowers a growing sales team to close without the founder in every room.
Typical engagements range from focused 4–6 week projects to ongoing fractional PMM leadership. Every engagement starts with a 15-minute discovery call.
Previous Product Marketing Experience
Brands That Have Shaped This Practice
Over a decade, these companies provided the foundation for building, testing, and refining the methodologies that drive CoreGTM engagements today.
Select Consulting Engagements
A sample of recent fractional and project-based work. Company names are confidential — the outcomes are not.
Series B · Travel Tech
Breaking Through Against Booking Incumbents
Needed to stand out against entrenched booking and expense management players. Built competitive positioning and sales enablement strategy that gave reps a clear, differentiated attack plan for every deal.
Series C · Enterprise AI
Differentiation in a Crowded AI Market
Entering the market with no differentiated story. Created the foundational positioning and messaging framework that enabled sales to articulate value clearly against established AI players.
Series A · Agentic AI
Translating Deep Tech Into Buyer Value
Had deeply technical product capabilities but no buyer-ready narrative. Developed GTM strategy and launch materials that translated complex agentic AI capabilities into clear business outcomes.
Series D · Data Governance
Winning Competitive Deals in Regulated Verticals
Sales team was losing competitive deals across regulated industries. Built a full CI program including battlecards, win/loss analysis framework, and rep training to reverse the trend.
Series B · Fintech Infrastructure
Multi-Persona Messaging for Financial Institutions
Selling to financial institutions with no persona-specific messaging. Developed a targeted content strategy for a payments and compliance platform spanning multiple buyer segments and use cases.
About
About Mike
Over the past decade, I've built product marketing functions from scratch at companies like Workday, Checkr, Procore, and UserTesting. I've launched products into crowded markets, created enablement and competitive intelligence programs used by hundreds of sales reps, and developed go-to-market strategies across enterprise software, HR tech, fintech, construction tech, agentic AI, and data/AI platforms.
I started CoreGTM because I kept seeing the same pattern: strong product teams building great technology, but struggling to articulate why buyers should choose them over the competition. That's the problem I solve.
I'm based in the San Francisco Bay Area and work best with teams that move fast and value direct communication.
How Engagements Work
I typically work in two modes: focused projects (4–6 weeks for positioning, launch prep, or CI buildout) or ongoing fractional PMM leadership (part-time, embedded with your team). Every engagement starts with a discovery call to figure out where I can have the most impact.
Core Expertise
01
Positioning & Messaging
Frameworks that unify your narrative across every team and channel
02
Competitive Intelligence
Living CI programs that empower reps in live deals
03
GTM Strategy
Launch playbooks and enablement from Seed to Series D and beyond
04
Sales Enablement
Content and training built around how your buyers actually decide
Let's Build Your GTM Advantage
Book a 15-minute discovery call. No pitch. Just a conversation about where your go-to-market needs the most help and whether we're the right fit to work together.
© CoreGTM. All rights reserved. · michael.ramirez@coregtm.com · LinkedIn