GTM Strategy | 5 min read

Why I'm Building FrohnenGTM | Fractional Marketing Leadership

FrohnenGTM provides fractional Marketing & GTM leadership for B2B SaaS, vertical software, and AI-first companies. Learn why I'm building this and who it's for.

By Dan Frohnen | Published February 9, 2026

Why I'm Building FrohnenGTM

After spending the last 10+ years leading marketing and go-to-market at B2B SaaS companies, I've decided to launch FrohnenGTM. Here's why.

The Work I've Loved

I've worked across just about every stage and situation you can imagine in B2B software. Scrappy early teams trying to find product-market fit. PE backed brands trying to find an acquirer while maintaining growth in a resource constrained environment. Fast-scaling companies building repeatable GTM motions. Businesses navigating tough inflection points where what worked before suddenly doesn't.

And the truth is, I've loved all of them.

Each stage taught me something different. Early stage taught me how to move fast with limited resources and find clarity in chaos. Growth stage taught me how to build systems that compound rather than campaigns that just scale. Later stage taught me how to lead through complexity, align cross-functional teams, and navigate market shifts. And PE taught me how to do all of this effeciently.

But the through-line across all of it has been the same: the companies that win are the ones that get structural clarity before they scale execution.

The Pattern I Keep Seeing

Most B2B companies try to scale go-to-market through channels and tactics before they have that structural clarity.

They treat category positioning as a one-time exercise. Something you figure out at launch and never revisit, even as the product evolves and the competitive landscape shifts.

They separate product roadmap from GTM narrative. Product and engineering teams build features, marketing creates campaigns, and the two operate in parallel rather than reinforcing each other.

They scale demand before they have a differentiated story. More spend, more channels, more activity. But it's just amplifying noise, not signal.

This creates a predictable problem: growth stalls. The tactics that worked to get from $2M to $10M stop working. Deal cycles get longer. Win rates drop. Customer acquisition costs rise. The team is working harder but momentum isn't compounding.

And leadership starts asking: "Do we have a product problem, a market problem, or a GTM problem?"

Usually, it's alignment.

What Structural Clarity Actually Means

When I talk about structural clarity, I'm talking about four things operating as an integrated system:

Category Positioning & Narrative. Who you compete with today vs. tomorrow. How you differentiate. The story that makes buyers see you as the natural choice. This evolves as your product capabilities expand.

Product Velocity & Market Signal. Every release either reinforces your category claims or undermines them. Great GTM connects what you ship to the story you tell, so momentum compounds rather than resets.

Demand & Channel Strategy. Programs that amplify your differentiated position rather than generic noise. Integrated demand systems where inbound and outbound reinforce each other to generate consistent, qualified pipeline.

Sales Enablement & Revenue Alignment. Your sales team needs more than slides and battlecards. They need a narrative that makes deals easier to close and a structure that aligns marketing, sales, and customer success around shared outcomes.

When these four pieces align, GTM compounds. Each activity reinforces the last. Customer acquisition gets more efficient over time. Sales cycles shorten because deals are clearer. Retention improves because customers got what they expected.

When they're misaligned, you're just working harder for diminishing returns.

Why Fractional

I've seen this dynamic at every stage. What's often needed isn't necessarily a permanent hire. It's someone who can come in, diagnose the misalignment, build the structure, and get the team operating from a unified playbook.

That's what I'm building FrohnenGTM to do.

I work with two types of companies:

Building GTM from scratch. Seed and Series A companies with early traction but GTM is still ad hoc. You need someone to establish category positioning, build the narrative framework, design your demand architecture, and create the operating structure before you scale.

Realigning GTM at scale. Series B+ companies where growth has plateaued despite increased activity. Your product has evolved but positioning hasn't kept pace. You need someone to diagnose the misalignment, rebuild the fundamentals, and get product, narrative, and GTM working as an integrated system again.

How We Work Together

Whether you're building from scratch or realigning at scale, I engage in one of two ways depending on what you need:

Strategic Advisory — Ongoing monthly counsel. I work alongside your team or leadership to provide strategic guidance, framework development, and senior judgment without full-time commitment.

Embedded Leadership — Structured 3-6 month engagements where I step in as your interim Head of Marketing or CMO, working hands-on to build systems, hire teams, and establish operating rhythms.

The goal in both cases is the same: build the structure and systems your team can run without me. I'm not here to create dependency. I'm here to solve a specific problem, establish clarity, and transition to permanent leadership or your internal team.

You can learn more about How I Work on the site.

Who This Is For

This isn't for every company.

It's for founders and leadership teams at B2B SaaS, vertical software, and AI-first companies who:

If you're looking for someone to just run campaigns or manage a team without strategic input, this isn't the right fit.

But if you're trying to figure out why GTM momentum has stalled, or you want to build the foundation right before you scale, let's talk.

You can book a call or just reach out at dan@frohnengtm.com.

This is the first post in what will be an ongoing series about category-driven GTM, structural alignment, and what I'm learning as I build FrohnenGTM. If this resonates, I'd love to hear from you.

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