From Chaos toHarmony
We help mission-forward companies navigate the AI transformation—building the infrastructure that drives efficiency, accelerates revenue, and turns growth from a goal into a system.
Cobbled Together.
Falling Apart.
Most companies built their go-to-market motion by stitching tools together one crisis at a time. A CRM here, a marketing platform there, an analytics layer bolted on top. Each solved a problem. Together, they created a bigger one.
The Cobbled Reality
- ✕Systems that don't talk—three departments, three versions of reality
- ✕AI layered on broken data—automating the decline at machine speed
- ✕Every leadership transition wipes institutional knowledge clean
Composed, Not Cobbled
- ✓One source of truth—signals flow from capture to decision automatically
- ✓AI built on clean foundations—compounding value, not decorating broken systems
- ✓Every decision documented—knowledge compounds across transitions
“The difference isn’t the tools. It’s whether they were chosen together or accumulated separately.”
The GTM Playbook Is Broken.
We Build What Replaces It.
Four core capabilities that turn go-to-market from a cost center into a compounding advantage.
RevOps Architecture
Unified data foundation that becomes your single source of truth. No more siloed departments or conflicting reports—leadership makes decisions in seconds, not weeks.
GTM Transformation
End-to-end journey mapping and process documentation. Fix the handoff leaks that silently drain 10–15% of pipeline.
AI Operations
Deploy AI where it matters: rep research briefs, automated follow-ups, CRM hygiene. Cut non-selling time by 40%.
Data & Attribution
Modern attribution including AI referral tracking. Reallocate spend with confidence.
“We don’t deliver slide decks. We sit inside your team, hands on keyboard, and build.”
Most Companies Are at Stage 1.
The Market Demands Stage 4.
The gap is 18–24 months of focused work. Companies that start now get there.
Data Disabled
Siloed departments. Legacy attribution. Manual workflows eating 30–40% of time.
Data Aware
Journey documented. Data consolidated. Single source of truth established.
Data Driven
Predictive scoring. Automated workflows. Territory planning by data, not politics.
AI-Fueled
AI agents handle research, outreach, follow-up. Reps spend 80%+ time with customers.
What “AI-Fueled” Actually Looks Like
Sales reps get AI-generated research briefs before every call—prep drops from 45 min to 2 min. Post-call follow-ups auto-drafted. CRM updated without manual entry. New CROs inherit a complete record of every GTM decision.
Why This Matters at Exit
Strong GTM infrastructure commands 8–12× ARR multiples. Broken GTM trades at 4–6×. On $50M ARR, the difference is $100M+ in enterprise value.
Three Tiers, Scalable Across the Portfolio
Standardized diagnostic. Customized implementation. Compounding intelligence.
Assessment Sprint
2–4 weeks
- Stakeholder interviews across all GTM functions
- Technology audit: owned, used, wasted
- End-to-end customer journey map
- Data Disabled → AI-Fueled maturity score
- Prioritized roadmap with quick wins
Can run 2–3 companies simultaneously
Implementation
3–6 months
- Data cleanup, consolidation, integration
- Attribution redesign + AI referral tracking
- Process documentation & handoff SLAs
- Reporting infrastructure leadership trusts
- AI pilot deployment: rep productivity tools
Hands-on-keyboard, not slide decks
Orchestration
Ongoing
- Monitor & optimize AI workflows
- Quarterly maturity reassessment
- Cross-company pattern analysis
- Feed learnings to intelligence layer
- Custom AI agents for client operations
Each engagement accelerates the next
We Don’t Just Use AI.
We Build It for You.
Every engagement produces custom AI agents trained on your data, your processes, and your market. They don’t replace your team—they make your team operate at a level that wasn’t possible before.
AI Interviewers
AI-powered interviews run in parallel across 50+ team members in a week. Surfaces operational ground truth that would take months of meetings to uncover manually.
Operational Agents
Custom agents that automate the manual work your team shouldn’t be doing: meeting prep, data reconciliation, report generation, CRM hygiene, competitive monitoring.
Your Intelligence Layer
The agents stay with you. Trained on your data, improving with every interaction. A permanent operational advantage—not a one-time consulting deliverable.
“The question isn’t whether to use AI. It’s whether your AI knows your business well enough to make decisions you’d trust.”
Built for This Moment
The firms that build real data infrastructure now will command premium multiples at exit. We exist to make that happen—embedded, hands-on, building infrastructure that compounds.
Jonathan Greenberg
Founder
Leads GTM audits, executive alignment, and AI strategy. Built the “Crafted Not Cobbled” framework at HubSpot that Dharmesh Shah adopted globally. Francisco Partners portfolio experience.
Mike Hubert
Chief Strategist
12+ years leading RevOps execution—Salesforce, Pardot, HubSpot, and the full martech stack. Runs technical discovery, systems architecture, and hands-on implementation.
AI Specialists
Deep Expertise
Specialists across RevOps architecture, GTM transformation, AI operations, and data attribution. Deployed on demand—no fixed overhead.
AI Agent Fleet
Always On
Purpose-built agents that handle call synthesis, competitive intelligence, financial modeling, customer journey analysis, tech audits, and document generation—in parallel, not in sequence.
Start with a Conversation.
We’ll Show You the Future.
No pitch, no pressure. We believe in proving value before asking for commitment.
Available for portfolio-wide assessments and individual company implementations