Positioning, outbound and go-to-market strategy for B2B tech companies, from seed to Series B.
A sales problem often starts with an unclear target or an unclear message. I clarify those two before asking the team for more effort.
Ideal customer profile (ICP), market size, segment and account priorities, buying signals.
Positioning, value propositions, proof, and a message for each buyer.
Sequences, cadences and scripts, SDR/BDR setup, pipeline tracking.
We start where it’s stuck: defining the system, or running it with your team.
We define the target, the positioning and the outbound system together. You get documents your team uses, not a slide deck.
ProjectFirst deliverables in 2 to 4 weeksFixed fee, quoted after a first call
I lead and develop your current team, define the hires you are missing and set up a weekly review. Senior leadership before a permanent hire.
Monthly fee, usually 3 to 12 months
With Caeru Revenue Partners, I work with the sales team of Conviso, an application security specialist.
Conviso (opens in a new tab) Application security
Focus on enterprise and high-ticket accounts.
Account priorities by ideal customer profile, sales messaging, website and events.
Opportunity reviews, playbooks, value-selling guides, account briefs.
Preparing and reviewing live negotiations. What one deal teaches serves the next.
Diagnosis and recommendations: sales-to-operations handover, renewals, expansion.
Ongoing, with Caeru Revenue Partners (opens in a new tab). Sales are run by the Conviso team.
Figures achieved as an employee, with the teams of these companies. All three are international today, active in several markets.
Pipefy (opens in a new tab) SaaS, process automation
From $0 to $1M ARR in under 12 months.
In a new segment. I identified the one that signed fastest, then led the change in target, positioning and sequences.
Payoneer (opens in a new tab) International payments
+15% transaction volume in Brazil, and $2M in added ARR.
Marketing manager for Brazil, and de facto GTM lead for the country: localised product, education content, market presence.
EBANX (opens in a new tab) Fintech, payments
20+ enterprise deals signed.
Co-led the outbound overhaul: SDR/BDR teams, pipeline process, and the EBANX Academy.
10+ years across the US, Europe and Latin America.
I started as an art director, then worked in brand planning. At NZN I was product marketing and branded content manager, before moving into commercial intelligence and sales.
I led commercial intelligence at Pipefy (opens in a new tab), was marketing manager for Brazil at Payoneer (opens in a new tab), leading GTM for the country, and co-led the outbound overhaul at EBANX (opens in a new tab). Today I advise B2B tech companies from Lyon.
Design is still part of the work: identities, sales decks, sales material.
What I build alongside client work: a studio, free tools, a study, a game, a poetry player.
Design portfolioIdentities, campaigns and editorial work made as an art director.
SPROVA StudioMy creative studio between France and Brazil: small T-shirt collections.
ToolsGuia ICP, ICP Focus Check, TAM Simulator and Brand Equity Synthesizer: four free tools, for the ideal customer profile, sales focus, market size and brand value.
ICP AdventureA first-person office game: five meetings about real companies to find out who the ideal customer really is. Plays in the browser, in English, Portuguese and French.
LinkedIn studyGTM and AI in sales as seen on LinkedIn: an analysis of a 567-page corpus.
CemetrendaryA 3D cemetery of trends declared dead too soon.
Dressed to RunWhat to wear for a run: pick the time, it reads the weather and dresses you from start to finish.
poemampPublic-domain poems in Portuguese, read aloud while drawings appear word by word. 46 poems, about 51 minutes.The questions I hear most.
You get a senior GTM lead for the time and scope you need, without creating a full-time role right away. The engagement changes as results come in.
When you need senior GTM leadership now, but the sales model is not proven enough yet to hire a permanent head. Usually between Seed and Series B.
Yes. I can lead and develop your current SDRs, BDRs and AEs, define the profiles to hire, or both.
B2B tech: fintech, payments, SaaS and automation, in the US, Europe and Latin America.
First deliverables (ICP, scripts, pipeline plan) arrive in 2 to 4 weeks. The effect on pipeline usually shows in 60 to 90 days, depending on your sales cycle and team size.
A monthly fee based on time and scope, usually over 3 to 12 months. We set the goal at the start, then adjust.
A first 30-minute conversation, with no commitment, to find what is blocking: the target, the message or the outreach. You leave with an opinion, whether or not we work together.
