GTM transformation & commercialization for B2B SaaS
I commercialize AI innovation for modern B2B SaaS.
I steer the GTM engine through the critical inflection points where the right moves drive exponential growth. Cross-functional orchestration is my superpower. Having led product marketing, content strategy, enablement, category definition, and GTM integrations, I bring an end-to-end view that bridges the people, the process, and the timelines to reach a common goal.
Across 20+ years of progressive marketing leadership at companies like Intuit, Jobber, Cyara, and Opkey, I've learned to turn strategy on paper into results that show up green on the dashboard. I rally teams that don't usually work together, aligning them on the big-picture goals and the short-term milestones, breaking down silos, and building the operating rhythms that create transparency, collaboration, and clarity.
Available for full-time, fractional, contract, and advisory work
20+ years · Specialties
About
I steer GTM teams through the messy middle, from strategy to outcomes.
From messy to methodical.
You have the business goals and the dollars to reach them. But without a GTM strategy, a narrative, and an execution plan, it barely gets off the ground. That is the messy middle.
As a product marketer, I navigate and steer the GTM engine from strategy through to execution, and I do it with method and intent, never motion for its own sake. Every move is deliberate, sequenced, and tied to the commercial outcome it has to land. I'm a storyteller. I connect the target customer's problem to your solution, and I equip your teams with the story, the tools, and the proof to lead every conversation with trust, credibility, and a consultative approach that wins the deal.
Messy in. Methodical out. That is the whole job.
How I steer
Insight
I start with what's true. Not the loudest opinion in the room. What are your customers' core challenges, and what does it cost to leave them unsolved? Where do these problems show up most? What do economic buyers care about versus operational users, because they are very different. What sets your product apart, and what can it honestly deliver like no one else?
Positioning
I narrate the story. Why you, and why now. A short, sharp narrative on why your company is the best choice to solve the problem, and why the buyer should act now. Two or three lines the buyer understands and the whole company can repeat. Gathering information is easy. Making it mean something is the craft.
Proof
I steer it home. I shape the customer stories that are relatable and relevant to your buyers, the hard proof and external validation that move a deal from commit to signature. The "just like you" stories that turn next quarter into "I'll find the budget." Case studies, testimonials, and third-party proof of ROI and time to value.
How I help
The problems I solve.
You're launching something that changes the business
I build the positioning, the GTM motion, and the cross-functional plan to take it to market, and I lead the launch end to end.
Your teams aren't moving together
I create the operating cadence, the governance, and the accountability that turn fragmented activity into coordinated execution.
You've acquired a product or company
I integrate the narrative, portfolio, pricing, enablement, and GTM motion so the acquisition becomes a commercial asset, not just a line on the org chart.
You're adopting AI
I position and commercialize the opportunity, and change how the organization works around it, so AI turns into revenue instead of shelfware.
Strategy and execution. From the same person.
I don't hand you a strategy and walk away. I build the strategy, align the people, create the operating model, orchestrate the launch, and stay with the work until the outcome lands.
The work
Selected transformations.
Each one is a change I led end to end, from the business case to the result that held. I don't just recommend change, I operationalize it.
Repositioning a CX platform for where the market was going
A point tool became a platform, and a QA buyer became a C-suite buyer.
The challenge. The CX assurance market was moving from on-prem to cloud. The story, the pricing, and the buyer had to move with it.
The mandate. I owned the repositioning end to end.
What I changed. I commissioned a Forrester TEI study for third-party ROI, expanded the persona from technical tester to business buyer as the product grew from voice and web into chat, and moved pricing from project-based to consumption-based so buying matched usage.
What moved
- Point solution to full platform: voice, web, chat
- Buyer grew from QA tester to CIO, CTO, and CXO
- Forrester TEI published, proving time and cost savings
- 54% ARR growth, 96% retention, 80% win rate
A company that couldn't ship on a schedule, until it could
First predictable ship schedule in three years, and it still holds.
The challenge. Engineering shipped whenever the build was ready. No cadence, sign-off was a rubber stamp, and customers got 24 hours notice. Marketing missed launch windows and partner contracts were at risk.
The mandate. I built the business case for the CEO and got the green light.
What I changed. I brought product, engineering, and QA onto an 8-week release cadence with real code-freeze and ship dates, built a tiered launch framework and a 6-month and 1-year roadmap, and rewrote every release note to speak to business and technical readers at once.
What moved
- Met the downtime SLA to customers and partners for the first time in three years
- Marketing could right-size effort across releases, launches, and category moments
- Sales, Success, and Product aligned monthly on priorities
- The 8-week cadence still holds
An 18-month process that kept missing its deadlines
Three years of late launches became seven on time in a row.
The challenge. The farm-to-shelf process ran 18 months and kept missing distributor and retailer dates. Three years of late launches had strained key relationships, and teams worked in silos.
The mandate. A deep audit and refresh was mandated to protect global distributor, supplier, and retailer relationships.
What I changed. I facilitated a cross-functional session that mapped the process stage by stage and surfaced every risk and dependency. The team re-created it as their own, then I built the governance and communication structure and trained each group on their role.
What moved
- First on-time launch in three years
- Seven consecutive on-time launches after that
Commercializing a new AI capability into the install base
A new AI capability closed its first six-figure deal in about 90 days.
The challenge. The market was moving from voice and web testing to conversational AI. We acquired a conversational-AI testing company, and our install base didn't have the capability yet.
The mandate. I led the integration and go-to-market to commercialize it into that base, an expansion motion, not a new-logo push.
What I changed. I built the positioning and packaging, enabled sales to take it into existing accounts, and ran the launch end to end across product, sales, and marketing.
What moved
- First close in about 90 days, a multi-year six-figure deal
- About 20% of new-logo revenue in year one, pipeline up about 35%
- Buyer expanded from technical user to business user
- Opened new partner motions
Taking an SMB platform into a new geography
A new-market entry that was a viable player in year one.
The challenge. The company wanted to enter Brazil through an acquisition, a new market with its own language, competitors, and buying behavior.
The mandate. I led the go-to-market: localization, competitive positioning, pricing, and launch storytelling.
What I changed. I localized the positioning for the Brazilian SMB buyer, set the competitive and pricing strategy, and led the launch to market.
What moved
- A viable SMB player in Brazil within its first year
Adopt. Adapt. Scale.
I orchestrate the loop that keeps you moving.
Transformation is not a project with an end date. It is a loop, and I am the catalyst who keeps the organization moving through it, orchestrating the people, the process, and the story at every turn.
No company can afford to stand still. Adopt what's next, adapt how the team works, scale what proves out, then adopt again. That cycle, run on purpose, is the mindset shift that separates the companies that keep growing from the ones that stall.
Adopt
Introduce the new, a GTM motion, a product, an operating model, an AI workflow or tool. I build the case for why it matters and why now.
Adapt
Reshape the people, the process, and the story around it, so the organization learns the new way fast and keeps moving, with no disruption.
Scale
Turn early wins into repeatable, measurable growth. Pivot quickly on what isn't working, and double down on what is.
My launch framework
Right-sized for every moment.
A repeatable method, from problem to adoption. New capability, new product, or new platform, the machine is the same. I right-size it to the moment. A platform launch and a feature release don't get the same treatment, but the quality and the impact are assured.
Scope the problem
The problem, the persona, how they solve it today, and what it costs them. Discovery, not a brief.
Position and package
Messaging tied to a clear outcome, packaged for both new and existing customers.
Build the enablement machine
Talk tracks, battlecards, datasheets, and case studies, so the field has the words to close.
Orchestrate
Run the cadence with cross-functional pods, keep leadership current, land it on time and on budget.
Validate and amplify
Analyst briefings, PR, and a voice-of-customer loop that feeds straight back into the roadmap.
Insights & recognition
Published, cited, and recognized.
Selected thought leadership and third-party validation, with a focus on responsible AI and enterprise change.
The Responsible Path to Agentic AI for Enterprise Apps
Commissioned thought leadership on AI governance, oversight, and the change management enterprises need to adopt agentic AI responsibly.
Observability for Enterprise Cloud-Native Applications
IDC Spotlight Paper, co-authored and analyst-validated.
Forrester Total Economic Impact study
Led the commissioning and the go-to-market strategy that used its findings for third-party category validation.
Analyst and industry recognition
Recognized by Gartner and IDC, and honored with a BI Group AI Excellence Award for AI innovation.
What others say
From the people who saw it firsthand.
I've worked with Naz for more than a decade across three companies, and what consistently stands out is her ability to launch and commercialize B2B software. She's a strategic GTM leader who brings together product, marketing, sales, and cross-functional teams across geographies to turn complex products into compelling market opportunities. Naz is an exceptional orchestrator, aligning people, strategy, and execution to drive growth and bring new offerings to market. She also brings a forward-looking approach to AI, not only positioning AI-powered solutions for buyers but integrating AI into how teams work. She's one of the strongest GTM leaders I've worked with, and I don't say that lightly.
Naz was the best project manager I've ever worked with. The job called for keeping various teams singularly focused on one common goal, and helping them achieve success as a collective group, in an environment new to this concept. She did it very well.
I wholeheartedly endorse Naz. She has a remarkable ability to devise strategies tailored to the target audience, an intuitive understanding of market trends, and a rare combination of creativity and strategic thinking. She is a great communicator and collaborator who builds strong relationships inside and out.
Naz's dual skill set as a product manager and a marketer gives her the unique ability to build deep customer empathy to identify the core customer need, and then develop effective messaging to tell the story to prospective customers. She has a knack for working across functional groups to ensure a seamless end-to-end experience.
Frequently asked
Questions worth answering.
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Let's work together
Trying to move people toward something new?
That's the whole reason I do this. Fractional, contract, or advisory. Tell me what you're trying to move.