Fractional Product Marketing
Competitive Intelligence and GTM Foundations That Help AI & B2B Tech Companies 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.
What This Means for You
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.
No Ramp-Up Tax
Senior-level expertise embedded in your team from week one — no months of onboarding.
Founder-Friendly
Direct communication, fast execution, and a bias toward outcomes over process.
Built to Scale
Every deliverable is designed to outlast the engagement and grow with your team.
Core Services
What I Do
Three interconnected disciplines that form the foundation of a winning go-to-market motion.
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.
- Nail your story before you go to market: A positioning framework and messaging guide that gives every team member the same clear, compelling language
- Speak directly to your buyer: Persona-aligned talk tracks so your reps know exactly how to frame value for each stakeholder
- Walk into every meeting with confidence: A sales pitch narrative and deck that moves prospects from curiosity to conviction
Competitive Intelligence
I build CI programs that your sales team will actually use in deals — not just battlecards that collect dust, but a living system of competitive insights your reps reference before every call.
- Know the landscape before you engage: Competitive analysis that maps each rival's positioning, weaknesses, and likely moves
- Arm your reps for tough conversations: Battlecards and objection handling guides built around real deal scenarios
- Learn from every deal you lose (and win): Win/loss analysis that surfaces patterns and turns them into coaching opportunities
- Stay ahead as the market shifts: A competitive monitoring framework your team can maintain on their own
Go-to-Market Strategy & Enablement
From product launches to sales enablement, I help you build the engine that turns product releases into pipeline. I've built GTM playbooks for companies at every stage, from Seed to IPO.
- Launch with a plan, not a prayer: Launch strategy and execution support that coordinates product, sales, and marketing
- Give your reps the tools to close: Sales enablement content and training built around how your buyers actually make decisions
- Make every touchpoint count: Demo scripts, one-pagers, and leave-behinds designed to advance deals
- Connect content to pipeline: A content strategy mapped to each stage of the buyer journey
Proven Impact
Results
Measurable outcomes delivered across competitive intelligence, positioning, and go-to-market execution.
+25%
Pipeline Growth
Increase in marketing-generated pipeline through persona-specific messaging strategies
+30%
Win Rate Lift
Improvement in competitive win rates with intelligence programs built from scratch
+60%
Adoption Growth
Growth in product adoption through targeted product marketing campaigns
4X
Enterprise Revenue Growth
Result from building enterprise PMM playbook.
Built competitive intelligence and sales enablement functions from zero at multiple companies and creating lasting infrastructure that scales beyond the engagement.
Ideal Fit
Built for Companies Like Yours
I work best with VC-backed B2B SaaS and AI companies navigating a critical inflection point in their go-to-market journey.
Typical engagements range from focused 4–6 week projects to ongoing fractional PMM leadership.
Building Your First PMM Function
You need someone who's done it before and can build the foundation right the first time.
Preparing for a Major Launch
You need positioning, messaging, and enablement fast without sacrificing quality.
Losing Deals to Competitors
You need CI that actually moves the needle in live deals, not a static spreadsheet.
Scaling from Founder-Led Sales
You need a GTM foundation that supports the next stage of growth and a larger sales team.
Track Record
Sample Product Marketing Experience
Workday
Checkr
Procore
UserTesting
Reltio
LiveRamp
Postman
Select Consulting Engagements
A sample of recent fractional and project-based work across B2B SaaS and AI.
Series B
Travel Tech Platform
Needed to break through against entrenched booking and expense management incumbents. Built competitive positioning and sales enablement strategy that gave reps a clear attack plan.
Series C
Enterprise AI Company
Entering a crowded AI market with no differentiated story. Created the foundational positioning and messaging framework that enabled sales to articulate value against established players.
Series A
Agentic AI Startup
Had deeply technical product capabilities but no buyer-ready narrative. Developed go-to-market strategy and launch materials that translated complex AI into clear business outcomes.
Series D
Data Governance Platform
Sales team was losing competitive deals across regulated verticals. Built a full CI program including battlecards, win/loss analysis, and rep training.
Series B
Fintech Infrastructure Company
Selling to financial institutions with no persona-specific messaging. Developed targeted content strategy for a payments and compliance platform across multiple buyer segments.
About
About Mike Ramirez
Over the past 13 years, I've built product marketing functions at companies like Workday, Checkr, Procore, and UserTesting. I've launched products into crowded markets, created competitive intelligence programs used by hundreds of sales reps, and developed go-to-market strategies across enterprise software, fintech, construction tech, 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
01
Discovery Call
A 15-minute conversation to understand where your go-to-market needs the most help.
02
Scoping & Proposal
Focused projects (4–6 weeks) or ongoing fractional PMM leadership — we define the right fit together.
03
Embedded Execution
I work directly with your team, shipping real deliverables from week one.
The CoreGTM Approach
Every engagement is built around three principles that separate great product marketing from forgettable output.
This isn't consulting theater. Every phase produces tangible deliverables your team can use immediately — and infrastructure that outlasts the engagement.
Engagement Models at a Glance
Two ways to work together, designed to match where you are and what you need most.
Not sure which model fits? That's exactly what the discovery call is for. Most clients know within 15 minutes which approach makes sense for their stage and goals.
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.
15 Minutes
A focused, no-pressure conversation about your current GTM challenges and where I can have the most impact.
Fast Start
If there's a fit, I can typically begin within two weeks — no lengthy procurement cycles or onboarding delays.
Outcome-Focused
Every engagement is scoped around specific business outcomes — not hours billed or deliverables for their own sake.
© CoreGTM. All rights reserved.