Portfolio

Launch & positioningExpansion GTMMessage house

Operations Hub: Repositioning Momentus from planning system to execution system

Momentus Technologies. Head of Product Marketing, end-to-end PMM.

The problem: Customers were running event execution on Word docs, spreadsheets, and paper handoffs. Momentus held the planning data but lost the customer at the moment work began. Strategic risk: being remembered as a planning tool, not an operating system.

The move: Built a three-pillar message house (Visibility, Coordination, Control). Defined the persona stack (event coordinators as user, ops supervisors as operational buyer, GMs as economic buyer). Architected a four-phase campaign (Insight, Positioning, Enablement, Launch) and proposed an Operations Maturity Score diagnostic as the campaign centerpiece so the buyer became the protagonist.

The result: 35+ meetings booked in week one. 53% open rate on sales sequences. The architecture became the repeatable expansion template every subsequent cross-sell motion now runs through.

• Live product page

AI launchCategory storytellingPricing & packaging

Ask Mo: AI-first launch judgment, plus a delay I argued the C-suite into

Momentus Technologies. Co-led GTM for both Ask Mo Support and Ask Mo Data.

The problem: Two AI surfaces lined up for GA. Support was ready. Data was technically shippable but inconsistent. Wrong data answers would be the first thing customers noticed and the last thing they forgot.

The move: Wrote the GA delay recommendation: “incorrect data answers create visible credibility gaps that customers immediately notice and remember.” Argued a six-to-eight-week push on Ask Mo Data as cheap insurance against a trust loss you can’t earn back inside an enterprise sale cycle. Kept Ask Mo Support on schedule because the risk profile there was different. Authored the customer-facing Ask Mo brochure and packaged the product into Pro and Premier tiers.

The result: Leadership accepted the delay. Ask Mo Support shipped on time and generated 75+ meetings booked one week after launch. Ask Mo Data shipped when it could be trusted.

• Live product page

Competitive intelSales enablementLanding pages

Competitive intelligence: 18-product scoring matrix and the landing pages it feeds

Momentus Technologies. Built the source-of-truth that battlecards, sellers, and the website all argue from.

The problem: Sales worked competitive without a single source of truth, and a chunk of the DACH-specific players (Thynk, SmartEventsManager, More Dimensions) were largely unknown to the broader org.

The move: Built an 18-row x 50+ feature scoring matrix covering Momentus’s three product tiers and 15 named competitors, with segment-specific capability blocks for Convention Center, Messe (DACH), Corporate, Stadiums and Arenas, and Arts and Culture. Authored 11+ battlecards in Confluence and Spekit. Connected the scoring matrix to 20+ competitor landing pages so the field and the website argued from the same evidence.

The result: Sales had named-competitor positioning for the DACH market that had been a blind spot. Marketing had source-of-truth feeding 20+ live landing pages. Product had a feature-gap view by segment.

• SmartEventsManager comparison
• Accruent EMS comparison

Vertical positioningPersona workSEO

Five-persona vertical positioning: Convention Centers, Arenas, Arts, Corporate, Higher Ed

Momentus Technologies. Co-built with agency partner 97F.

The problem: Sales, CS, PMM, UX, and Product were arguing from different mental models of the buyer across five distinct anchor segments.

The move: Co-built a five-persona buyer map covering Convention Center CTO, Arena GM, Arts Executive Director, Corporate Workplace Director, and Higher Ed Campus Events Director. Each persona has motivations, pain points, Momentus solutions, and a three-stage decision grid (Awareness, Consideration, Decision crossed with Questions, Actions, Keywords). Pushed for buyer language that felt real (Arena GMs ask “Why do we still have so many dark days?”) instead of vendor-speak. Translated the persona work into vertical-specific product pages and SEO content.

The result: A shared map every cross-functional team argues from. Per-stage SEO-usable keywords captured. Five vertical landing pages live on the public site.

• Convention center page
• Corporate campus page
• Enterprise platform page

M&A repositionCategory storytellingABM

“The Total Beverage Company”: one category narrative across three product surfaces

Encompass Technologies. Head of Product Marketing and Senior Content Marketing.

The problem: M&A had pulled distribution software, beverage production software, and retailer online-ordering software into one company. Each surface was being sold as its own thing. The customer didn’t see one company.

The move: Built “The Total Beverage Company” as the umbrella category narrative. The beverage industry segments by what you do in the value chain (produce, distribute, sell), not by what beverage you sell. Naming the umbrella around the value chain let one story map to customers who often operate across multiple stages. Built ABM-led, customized content for the largest enterprise targets.

The result: Named accounts won included Coca-Cola, Reyes, The Wine Group, and Treasury Wine Estates. 12+ enterprise wins at $1M+ ARR in year one. The “Total Beverage Company” language got picked up across the industry.

• Enterprise campaign: Production
• Enterprise campaign: Wine
• Encompass blog

Long-form B2BContent engineIPO-window comms

Schneider through IPO: building a B2B resource center end-to-end

Hiebing (agency). Senior Account Executive, Strategy & Content.

The problem: Schneider needed a content surface that would hold up to the scrutiny of an IPO window, attract logistics buyers in long sales cycles, and become a destination rather than a pile of one-off pieces.

The move: Built the resource center end-to-end through the IPO. White papers, case studies, thought leadership, video scripts, newsletters, sell sheets, news releases. Logistics and freight buyers are conservative; the content had to earn credibility without leaning on industry buzzwords.

The result: A live destination on schneider.com that became the strongest single body of long-form B2B writing in my seven years at the agency.

• Schneider resource center

Expansion GTMPost-acquisitionMulti-region

WeTrack expansion playbook: $1.56M pipeline target across 643 accounts in three regions

Momentus Technologies. DACI Driver for the post-acquisition cross-sell motion.

The problem: WeTrack came in through acquisition with no brand equity in the Momentus customer base. Customers did not associate Momentus with risk or safety. Prior outreach hadn’t landed.

The move: Built the playbook from a blank page. Positioned everything as Momentus WeTrack rather than the standalone brand. Wrote four anchor-segment buyer tables (Stadiums and Arenas, Convention and Exhibition Centers, PACs, Hotels/Resorts/Casinos), 13 objection handlers, and a three-sequence outreach motion across an 8-week schedule. Tied category urgency to specific regulatory drivers: Martyn’s Law UK, OSHA US, DHS Safety Act US. Coordinated 15+ stakeholders across Product, Sales, CS, SE, RevOps, Pricing, UX, and Marketing.

The result: $1.56M pipeline target shipped against 643 named accounts in three global regions. Full enablement handed off to sales: SPICED discovery, objection handlers, sequences, FAQ.

AI-first PMMOperating modelCross-function

AI-First SDLC: a 100+ engineer transformation driven from the marketing org

Momentus Technologies. Architect of the rollout, in partnership with Engineering and Product.

The problem: Momentus committed to an AI-first software development lifecycle but had no shared tooling, no shared workflow, and no shared artifacts between Product and Engineering across 100+ engineers and product team members.

The move: Set up Claude Code CLI and Desktop App tooling, then built MCP server integrations across 10+ platforms (GitHub, Atlassian, Figma, Azure, AWS, Playwright, SonarQube, Pendo). Authored the PM-side onboarding guide and the 7-phase product-and-engineering process. Locked in the rule: no Jira tickets get created until the full pipeline is complete through the dev plan. Drove legal and procurement on the enterprise account. Set the ELT reporting cadence.

The result: 100+ engineers and product team members operating on a coherent AI-first SDLC. $167K annual engineering transformation underway. The PMM-side proof that the operating model itself is product.

LaunchEcosystemEmail performance

Marketplace launch: above-benchmark performance plus 8+ standardized integration narratives

Momentus Technologies. PMM lead.

The problem: Marketplace needed to launch to two distinct audiences (Enterprise and Elite) with positioning that translated into action across an 8+ app ecosystem.

The move: Built differentiated launch messaging and email sequences by product line. Standardized integration narratives across 8+ apps including e-Invoicing, Momentus Payments, Xero, Outlook, Customer Analytics, Ask Mo, 25Live, and EventDraw. Aligned owners, region coverage, and benefit framing across the full marketplace.

The result: Marketplace Enterprise hit 29.54% open rate and 7.62% CTR across 7,425 contacts, above B2B SaaS benchmarks. The companion work that compounds: 8+ integration narratives with consistent framing that survives every subsequent partner add.

Operating manualSales enablementProcess design

GTM Process & Campaign Template: the operating manual for how Momentus launches anything

Momentus Technologies. Author and owner.

The problem: GTM execution was inconsistent. Campaign quality varied. Teams started from blank pages.

The move: Authored the canonical 4-phase GTM process (Planning, Beta, GTM Execution, Launch and Post-Launch) and distinguished four launch types (Minor Release, Standard Release, Large Feature, New Product) with criteria for each. Built the Campaign Template forcing leading-vs-lagging KPI discipline, DACI ownership, risk anticipation, SPICED preparation, and pre-written objection handling.

The result: Adopted org-wide. Required fields include ChiliPiper workflow links and the Salesforce dashboard, which closes the campaign-to-pipeline loop at the template level. Survives the PMM seat changing hands.

Garth’s Brew Bar

Founder, owner, and operator. September 2016 to present.

Solo-built brand and site. Full P&L. Scaled to profitability and retired initial investment in under half the term. Nine years live.

• garthsbrewbar.com