Today I’m publicly rebooting Technically, Marketing, my independent marketing practice which has been on pause since 2023.

The hypothesis of my practice is this:

Technical founders at early-stage startups are being pushed to hire go-to-market specialists too soon, when sales and marketing should still be founder-led.

Your company needs demand generation. You need to run campaigns to reach new audiences. You need active programs to accelerate product-led flywheels.

The problem is that the best growth managers are extremely tactical. They know how to identify keywords, manage ads, turn on emails, or design experiments. But they don’t necessarily know how to identify your ideal customer. They don’t know what makes that customer’s brain tick, why they’re motivated to buy, or how to connect the dots between your product’s features and real pain points or aspirations.

You need to step in and provide that information for them.

When growth managers don’t have the support they need, they fall back on shallow premises.

That’s why so much marketing smells like marketing.

The content is disconnected from the people you’re trying to serve and the product you’re building. Over time, this cheapens your brand and dissolves the customer trust you’ve worked so hard to earn.

At more mature companies, full-time product marketing managers bridge the gap. PMMs don’t just run launches or create customer-facing content; they enable everyone across the organization with messaging and strategy.

Early on, you don’t need somebody to do this full-time. In fact, you shouldn’t outsource this critical work a second too soon.

But if you’ve never done sales or marketing before, you might feel unsure of where to begin.

The good news is: any technical leader can learn how to roll out go-to-market strategy. The frameworks Product Marketers use are simple and easy to follow. With the right tools and a bit of coaching, you can enable the right talent to deliver the right stories to the right market with confidence.

This is where Technically, Marketing can help.

Get the GTM tools you need

If you are a founder at an early-stage startup, you can hire me to coach you through things like:

• Drafting your first go-to-market plan
• Scaffolding Growth or Marketing org charts
• Developing practical exercises for interview loops
• Reviewing job reqs before you post them

When we work together, you’ll receive copies of the tools and templates I’ve developed over years working in the field. These playbooks and artifacts become yours to keep and adapt.

You can also hire me as a fractional Product Marketing practitioner to own projects like:

• Running your product launch
• Writing a technical feature page
• Building a customer lifecycle series, or
• Producing case studies or testimonials

I’m primarily looking to work with technical founders in the developer tools market. If you’re unsure whether your project applies, send me a note and we’ll talk through it together.

In the weeks ahead, my plan is to open-source as many of my own tools and templates as I can, as downloadable resources on the Technically, Marketing website. My goal is to completely demystify go-to-market for engineers and people who aren’t steeped in marketing full-time.

“Watch this space,” as they say.

Until then, I’ll be doing the kind of work that doesn’t scale, working with leaders 1:1. Contact me for a link to book a session.

A thank you note 🌯

Today I’m able to take this leap and bet on this idea because I’ve also wrapped up my time at Warp.

The team at Warp has built an exceptionally lovable terminal, and I suspect they’ll end up changing the way we all think about building software. I’m grateful for the time I spent with the company and excited to cheer them on as they grow.

My hope is that this new venture will allow me to work with more people like the brilliant engineers who got Warp off the ground.

Get in touch

If this post resonates, I’d love to hear from you! You can send me a message directly or sound off in replies on LinkedIn or Bluesky.

Do you know a technical founder who could use some go-to-market help in Q1? Send this post their way.