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/// CONSULTING ENGAGEMENT

| COMPANY / INDUSTRY: Mid-market North American GovTech / B2G
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| ROLE: Fractional GTM Consultant
| DURATION: 4-Month Contract
| LOCATION: Remote + South Eastern USA

| COMPANY / INDUSTRY: Mid-market North American GovTech / B2G
-----------------------------------------------------
| ROLE: Fractional GTM Consultant
| DURATION: 4-Month Contract
| LOCATION: Remote + South Eastern USA

Focus: Demand diagnostics, cross-channel sequencing, and unified commercial decision architecture

Engagement
4-month consulting contract supporting a mid-market GovTech company selling into public-sector agencies (committee buying, long cycles, constant stakeholder turnover).

Problem
The marketing team saw a funnel anomaly in the U.S. Southeast: buyer behavior defied their standard patterns and existing multi-touch reporting wasn’t explaining it.


Systems & Tools
Salesforce, multi-touch attribution, Tableau, Excel, Airtable. Partnered with data engineering and revenue teams to interrogate event, webinar, and outreach pathways.

Approach

  • Ran a hypothesis-driven diagnostic (journey mapping + attribution interrogation)

  • Observed field motion directly (attended 2 sales events)

  • Pressure-tested competing explanations with data engineers and sales stakeholders


Key finding
Prospects in this region avoided live attendance but consumed on-demand content as a “low-signal” trust step, which reliably preceded outreach.

In this segment, performance wasn’t about which channel won, it was about channel sequence: Event conversation → on-demand webinar consumption → outbound follow-up → deal motion.

Executive recommendations

  • Stop optimizing channels independently; manage sequenced journeys by segment;

  • Reframe Events + Marketing + BDR as one commercial system with a shared measurement cadence;

  • Use attribution as a diagnostic tool (analytics), not a scoreboard (reporting).


Outcome
I delivered an executive readout and operating recommendations. The organization later underwent leadership/marketing turnover; the diagnosis and system-level recommendations remain the correct explanation for the regional anomaly.