ABOUT
Most B2B companies don't have a messaging problem.
They have an alignment problem.
Most B2B technology companies have talented product marketers doing excellent tactical work — content, launches, competitive intel. But when products multiply, teams grow, and markets get complex, the strategy layer breaks down. Messages conflict. Sales lacks a coherent narrative. Launches don't ladder up to a portfolio story.
I help fix that. I work with senior marketing leaders and PMM teams to build the GTM systems that hold everything together at the portfolio level.
Every engagement is led by me directly, with specialized partners brought in when the work calls for it.
Aaron McCants, MBA
Pricipal Consultant
Primary Partners
B2B Companies
Scaling business lines from $10M to $100M with a new enterprise motion or market entry play.
GTM Leaders
From managers to VPs and C-Suite driving alignment across sales, marketing, and product.
Growth Stage Teams
Teams shifting from lightweight sales motions into enterprise‑grade selling.
Real Engagements. Real Results.
Enterprise Software
Consolidated 6 messaging frameworks into one portfolio narrative
A global software company was managing 15+ products with fragmented positioning — every team telling a different story. I built a unified portfolio narrative and coordinated the analyst briefing strategy. Within two review cycles, their category ranking moved from Visionary to Leader.
15+ products. One coherent story.
1
Analytics SaaS
Repositioned a feature-led pitch into a business-outcome narrative
A fast-growing analytics startup was losing enterprise evaluation cycles — not on product, but on story. I repositioned their messaging around measurable business outcomes, rebuilt the sales narrative, and tightened ICP targeting. Their average sales decision timeline compressed significantly.
Feature pitch → outcome story. One sprint.
2
Healthcare Technology
Launched 3 enterprise products simultaneously with one GTM system
A Fortune 500 healthcare tech company needed to bring three net-new products to market at once — each targeting different buyers, each with its own value prop. I built the positioning architecture, messaging hierarchy, and launch sequencing that let all three land cleanly without cannibalizing each other.
3 simultaneous launches. Zero confusion.