Building GTM Infrastructure for a Series A Identity Security Company

Overview

A Series A identity security startup needed to build marketing infrastructure from the ground up. The company had strong product-market fit and engineering talent but lacked the GTM foundation required to scale. I joined as fractional GTM leader to establish strategy, systems, and execution capabilities.

Challenge

• No established marketing infrastructure or processes
• Website needed complete redesign for enterprise buyer journey
• Positioning unclear in crowded identity security market
• No content engine or thought leadership presence
• Demand generation programs nonexistent
• Marketing tech stack and analytics not implemented

Approach

GTM Strategy Development

Developed comprehensive marketing strategy aligned with Series A growth targets and board expectations. Created ICP definition, messaging framework, and channel prioritization based on buyer research.

Website Architecture & Redesign

Led complete website rebuild with new information architecture, user flows optimized for enterprise buyers, and conversion-focused design. Defined navigation structure, page hierarchy, and CTA strategy.

Content & Thought Leadership

Established content strategy positioning the company as a thought leader in identity security. Built content calendar, editorial process, and distribution strategy across blog, guides, and executive visibility.

Demand Generation Programs

Created demand generation programs across paid, organic, and event channels. Established campaign frameworks, audience targeting, and measurement approach for multi-channel execution.

Marketing Operations & Analytics

Implemented marketing tech stack including CRM integration, marketing automation, and web analytics. Built reporting infrastructure and attribution framework for pipeline visibility.

Team & Vendor Management

Developed hiring plan for marketing team build-out. Managed agency relationships across PR, content, digital demand, web development, and creative to extend execution capacity.

Results

Complete

Marketing Infrastructure

Rebuilt

Website & User Flows

Launched

Content Engine

Multi-Channel

Demand Gen Programs

• Built marketing function from zero to full operational capability
• Delivered website redesign with enterprise-focused IA and conversion optimization
• Established thought leadership presence in identity security category
• Created repeatable demand generation playbook across channels
• Implemented analytics and attribution for pipeline visibility
• Developed hiring roadmap and onboarded agency partners

Key Takeaways

• 1. Series A companies need GTM infrastructure before they can scale demand generation. Strategy and systems come first.
• 2. Fractional leadership provides senior strategic guidance while the company builds internal capabilities and defines long-term hiring needs.
• 3. Agency partnerships extend execution capacity but require active management and clear briefs to deliver results.