More pipeline won't fix a story that puts you in the wrong comparison.

How we work together

It starts with the Category Diagnostic. What it finds decides which of the three ways fits.

Category Diagnostic

One week. I review your positioning, how you reach buyers, what happens from first visit to pipeline, and what buyers find when they research you in search and AI tools. It's scored against the GTM Operating System and my Category Momentum Model.

• The constraint to fix first, and why. Sometimes it's the position. Sometimes it's the audience, the channel mix or the handoff to sales
• What buyers and AI tools say about your category today
• A scope for the work, with what I'd own and what your team would own

Ends: With a readout to your leadership team. You can stop there. Best for: CEOs who want a straight read before committing budget, and operating partners who want the same read across several portfolio companies.

Lead your team

I step in as the marketing or go-to-market leader. I set the direction, run the team, own the plan and the numbers, and report to the CEO and board.

• A clear position and plan the whole team works from
• Weekly direction for the team, plus the hiring and agency calls that come with it
• Budget moved toward what's working, and plays swapped out when they stop landing
• The same numbers for the board every month

Length: Month to month. Best for: Companies without a senior marketing leader, or between hires.

Work with what you have

I plug into your existing team, tools and agencies, and fix what's holding pipeline back without starting over.

• A straight read on which programs, tools and agencies are worth keeping
• Fixes to the plays and handoffs that are holding pipeline back
• The position kept sharp as the market and the AI answers shift
• A weekly look at what's turning into pipeline and revenue

Length: Month to month. Best for: Teams that have the people and the tools, but not the results.

Build what's missing

When the engine doesn't exist yet, for a first go-to-market build or a reset, I stand it up and hand it to your team to run.

• The category you can lead, why you win it, and a story that shows up the same way in your pages, sales deck and outreach
• Playbooks we build together for finding, reaching and winning the accounts that fit
• The programs behind them across paid, search, content and the website, set up so your team can run them
• One scorecard tied to pipeline and revenue in your CRM

Length: Priced monthly. Most builds run three to six months. Ends: When it's live and your team can run it. Everything built stays with you.

Why companies choose FrohnenGTM

I've run it from the inside

I've led go-to-market at B2B SaaS companies for more than 15 years, with teams from 2 to 70. I've owned the budget, built the team and reported to the board.

Category first

The Diagnostic decides where the constraint actually is. When it's the position, that gets fixed before more money goes into demand.

AI underneath the work

I use AI across the work, from research to campaigns to reporting, so your team moves faster and knows what's working.

Results from go-to-market I've led in-house

+73% ARR growth, after a year of negative growth

3.4x Average deal size as the motion moved upmarket

20% to 75% Marketing-sourced revenue, rebuilt around ABM

3.3x Transactions on a rebuilt demand engine

Who I work with

• Companies: PE and VC-backed B2B SaaS from early revenue to $75M ARR, and the operating partners and value-creation teams behind them.
• Industries: Software for operations, maintenance, field service, asset management, inventory and logistics.
• GTM motions: Sales-led, product-led, partner-led, and hybrid.
• Markets: US-English primary. UK, EU, and ANZ engagements considered case by case.

The frameworks behind the Diagnostic

The Category Diagnostic is scored against the GTM Operating System, the eight-pillar framework from GTM Partners. I'm a GTM OS Certified Implementation Partner. My Category Momentum Model sits on top of it. Four stages, sixteen questions, each scored 1 to 5. The weakest stage shows where to dig in first, and the order matters: demand programs don't hold on a weak category position.

Frequently asked questions

Do I have to start with the Diagnostic?

It's where most engagements start, because it tells us which of the three ways fits. It also stands on its own: some companies take the readout and run with it using their own team.

How is it priced?

The Category Diagnostic is priced up front, so you know the cost before we start. The work after it is monthly and scoped from what the Diagnostic finds. You get a written proposal before anything starts.

What does my team need to put in?

A leadership sponsor, usually the CEO, and the people who own sales and marketing today. We agree up front what I own and what your team owns, and that depends on whether I'm leading the team, working alongside it, or building something new.

Can the engagement change over time?

Yes. A common path is building what's missing first, then leading the team while it runs, then stepping back to an advisory role once your team has it.

How is this different from a fractional CMO?

It can look similar when I'm leading your team. The difference is the start: a one-week Diagnostic, so we agree on the constraint before any monthly work, and the scope is tied to a result rather than hours. What gets built stays with you.

What is the GTM Operating System?

The GTM Operating System is an eight-pillar framework from GTM Partners covering Total Relevant Market, Market Investment Map, Brand and Demand, Pipeline Velocity, Leadership and Management, Customer Time-to-Value, Customer Expansion, and Revenue Operations. I'm a GTM OS Certified Implementation Partner, and the Category Diagnostic is scored against it.

What is the Category Momentum Model?

It's my four-stage diagnostic for where a go-to-market constraint sits: Category Positioning and Narrative, Product Velocity and Market Signal, Demand and Channel Strategy, and Sales Enablement and Revenue Alignment. Each stage is scored, and the weakest one is usually the constraint. The order matters, because demand programs don't hold on a weak category position. You can score your own category momentum with the free tool.

Do you work with companies outside B2B SaaS?

My focus is B2B SaaS and vertical software, mostly in operations, maintenance, field service and logistics. If you're outside that, I'll tell you on the first call whether I'm the right fit, and point you somewhere better if I'm not.

Start with the Category Diagnostic

One week to find the constraint that's holding growth back. Or book a call first: 30 minutes, no pitch deck.