Hi, I'm Risa · Fractional Go-To-Market

I am here to
help your business
enter a new market

Twenty years carrying a quota and owning the funnel that feeds it. I build the system, source pipeline with AI, set up the CRM it lands in, then sell it through to close.

Vertical agnostic: insurance, pharma, CPG, beauty, fashion and technology. Stage agnostic too, from bootstrapped through Series C, across the US, EMEA and Israel.

$30M+

Pipeline generated

Quota years at or above plan

Companies through exit

Book a 30 minute scoping call

First call is free and ends with a scope or a straight no.

No two companies have the same goals, so no two go-to-market systems should look the same.

I start with your number and the KPIs you are measured on, then build backwards. You get a system built for your business and a written playbook that stays when I go.

A full time hire

$220K base before equity. Six to nine months to ramp. You find out in month nine.

An agency

Owns a channel, not the number. Hands you a report. Nobody sits in your pipeline review.

Me

In your CRM in week one, sourcing pipeline by week three. In the deals and running the campaigns behind them.

What I build and run

Five modules. I do not stop at the strategy deck. I build the system, run it, then leave a written playbook and a trained team behind.

01Go-To-Market Strategy+

Your number first, then the system that reaches it. Built against your KPIs, not a template.

ICP and segmentation · Positioning, messaging and pricing · Full funnel audit · Market sizing and competitive landscape · Target model and KPI framework

02AI-Sourced Pipeline, Wired Into Your CRM+

AI finds and qualifies the lead, then drops it into a CRM I build from scratch. I ran this engine myself and generated 150+ Fortune 500 meetings with it.

AI sourcing, enrichment and scoring · Outbound sequences and messaging · HubSpot or Salesforce build from zero · Lifecycle stages, dashboards and forecast · Handover and team training

03Full Funnel Marketing, B2B and DTC+

I plan the campaign, build the assets and run the media. Measured on CAC, LTV to CAC and payback, not impressions.

Paid, organic, lifecycle and events · Brand, narrative and content library · Landing pages and conversion · Attribution and analytics · Creative and message testing

04Enterprise Sales, Sourcing to Close+

I carry the bag. C-suite, procurement, legal and the conference floor. Cycles that took six months now take two to four.

MEDDPICC qualification · C-suite and legal negotiation · Master agreements and channel partnerships · Conference strategy and event pipeline · Deal cycle compression

05Team, Forecast and Fractional Leadership+

Running it until you hire the person who replaces me, then handing over the playbook in writing.

Hiring and onboarding frameworks · Quotas, coverage and comp · AE and marketer coaching · Weekly forecast discipline · Playbook left behind in writing

I run all five. Most need two or three. We scope it on the first call, against your KPIs.

Marketing

I built the strategy and ran the campaigns. For the brands buying from me, and for the companies paying me.

Both sides of the table. In-house demand generation for the business paying me, and full funnel programs for the brands buying from me. Brand through performance, awareness through retention.

-35%

CAC, DTC mental health

~$85

CAC held across two product launches

+30-35%

Signups, CAC down 20-25%

Conversion lift, 2x retention

$200K

Integrated program, 15% brand lift

DTC telehealth case study, client details blurred — DTC telehealth · two product launches

DTC mental health case study, client details blurred — DTC mental health · three years live

Women's health platform case study, client details blurred — Women's health platform · member growth

Client names blurred. Full portfolio on request.

B2B

A four year retainer, and the commercial story behind it.

The deck, the funnel architecture and the pricing model I wrote and sold from. This is what a build looks like.

B2B sales deck, client details blurred — Product story · full funnel

B2B performance results slide, client details blurred — Performance proof · tested results

B2B campaign architecture slide, client details blurred — Campaign architecture · pricing model

Blurred here. Four year retained engagement.

Proof

Four engagements, numbers first.

01 · Case study

A media technology platform, seed stage

Four year retained engagement. No sales function, no positioning and no pipeline on day one. I was the only seller and the only marketer.

✓Built the revenue function from scratch. Hired six across sales, BD and design, gave each a vertical, set quotas and ran the forecast.
✓Sourced 77% of the team's $16M pipeline personally through a self-built LinkedIn and AI-assisted outbound engine, opening 25+ enterprise accounts.
✓Repositioned the product from subscription to an opt-in ad model, then wrote and ran the launch: narrative, pricing, landing pages, white papers and paid media.
✓Worked the conference circuit and turned it into 200+ qualified event leads, not badge scans.
✓Migrated the team into HubSpot with lifecycle stages, sequences and dashboards they still run, and left the playbook behind.

77%

Of a $16M pipeline, sourced solo

150+

Fortune 500 meetings generated

Conversion lift

Retention

4-6 → 2-4

Sales cycle, months

02 · Case study

An enterprise software and fintech platform

Advisory engagement. Sole commercial lead from a standing start in a $120B+ market.

✓Took the platform to market from zero: 278 qualified opportunities across six verticals, 75 closed accounts.
✓Built the commercial system. ICP, MEDDPICC qualification, pricing, proposal templates and HubSpot forecast discipline.
✓Built the brand and content library with no team assigned. Brand book, media kit, website, sales decks and investor narrative.
✓Closed two technology partnerships and negotiated a bank agreement that added an in-app wallet to the product.

278

Qualified opportunities

Closed accounts

$2M+

Pipeline in 18 months

Investor conversations to diligence

03 · Case study

Automattic

Tumblr · WordPress

Sr. Director, Global Enterprise Partnerships and Marketing. Team of seven across the US and EMEA.

✓Opened net-new enterprise accounts across Adobe, Warner Media and Gap, then expanded each from $100K to $2M+.
✓Negotiated master agreements with C-level Product, Marketing and Legal, through procurement on both continents.
✓Ran acquisition for three DTC health brands and owned their cost per new customer, holding CAC down while signups grew.
✓Led a $200K integrated celebrity program end to end across the full funnel, Nielsen validated at 15% brand lift.

$100K → $2M+

Account expansion

$5M+

Enterprise partnership program

Person team, US and EMEA

DTC health brands, acquisition owned

04 · Case study

DoubleVerify

NYSE: DV

Sales Director. Enterprise software sold into risk averse buyers, through security, legal and procurement.

✓Carried a $1.0M quota and closed $1.3M. 130% attainment.
✓Won partner-of-record at the largest independent media agency in the US, taking roughly 70% of its client base in year one.
✓Made the platform their system of record through API integration and master agreements, not discounting.
✓Became the technology of record across their global channel network.

130%

Of quota

$1.3M

Closed on a $1.0M number

~70%

Of an agency client base, year one

I am here to
help your business
enter a new market