GTM Strategy & Revenue Operations

The reason AI isn't working in your GTM stack
is underneath it.

Territory design in one system. Quotas in a spreadsheet. Comp in a third. Attainment in a fourth. Companies from $50M to $1B+ ARR hit this wall, and no amount of AI fixes a fragmented foundation.

I built the unified planning infrastructure behind Oracle's $40B to $67B revenue growth: territories, quotas, comp, and AI-driven planning for 10,000+ sellers. The methodology comes from running this at Oracle scale. The engagement is built around your 50-person sales team, not a 10,000-person org.

Diagnose Your GTM Infrastructure

You need this if:

Scaling

$50M – $150M ARR

▸Your VP of Sales is also running ops, and the territory model is a spreadsheet that breaks every time you add reps.

▸You hired your first RevOps person six months ago and they're buried in Salesforce admin instead of building planning infrastructure.

▸Comp plans change every quarter because nobody modeled what happens when reps overlap or territories shift.

▸You're evaluating AI tools for GTM but your account and contact data isn't clean enough to trust what they return.

Professionalizing

$150M – $500M ARR

▸Your CRO can't trust the forecast because territories, quotas, and attainment live in different systems.

▸Your CFO is asking why comp expense is 15% over plan and nobody can explain the variance.

▸Your RevOps team inherited a patchwork of tools and tribal knowledge and needs to rebuild before the next planning cycle.

▸You're deploying AI across your GTM stack but the data underneath it isn't unified or governed.

Enterprise

$500M+ ARR

▸Your territory and comp models were designed for a smaller org and haven't been re-architected as you've scaled.

▸You're navigating a GTM transition (license to cloud, direct to partner, product-led to enterprise) and the comp plan doesn't match the new motion.

▸You need senior advisory on a specific initiative (partner GTM strategy, planning cycle redesign, post-acquisition integration) without a full-time hire.

What I Do

The infrastructure underneath your revenue.

Five practice areas. Each one fixes a specific layer of the GTM foundation that most companies treat as separate problems — but are actually one connected system.

GTM Strategy & Operating Model

Global coverage design, operating model architecture, and annual planning cycle governance across LOBs, regions, and segments.

Revenue Operations & Annual Planning

Territory assignments, quota architecture, capacity modeling, Finance integration, and sales policy governance.

Incentive Compensation & Sales Performance

Enterprise comp governance, plan design, SPIF rationalization, and dispute resolution frameworks. Designed the compensation architecture that moved Oracle's sales organization from license-first to cloud-first.

AI-Powered GTM Transformation

Practitioner-led AI deployment across territory intelligence, predictive capacity, embedded sales plays, and planning automation. Designed Oracle's Sales Planning Application reaching 20,000+ weekly active users.

Operational Efficiency & Cost Rationalization

Cost-to-serve diagnostics, headcount rationalization, vendor restructuring, and territory consolidation modeling.

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How we work together

Three engagement formats. Each one starts with understanding the problem before prescribing solutions.

GTM Diagnostic

A structured assessment of your territory model, quota architecture, comp plan design, and data quality. Typically two to three weeks. You get a written findings report with prioritized recommendations and a phased implementation roadmap.

This is where most engagements start.

Project-Based Engagement

Scoped to a specific deliverable: territory redesign ahead of a planning cycle, comp plan architecture for a new product line, data vendor strategy and consolidation, or AI readiness assessment. Fixed timeline, defined output, hands-on build alongside your team.

Fractional GTM Operations Leadership

Ongoing advisory or embedded operations leadership on a retainer basis. For companies that need senior GTM infrastructure expertise but aren't ready to hire a full-time VP of Revenue Operations. Typically one to two days per week.

Start With a Diagnostic

Who's behind this

Partnership

Founding Expert Advisor, GTM Fabric

Part of a curated network of senior GTM operators advising B2B technology companies on territory design, incentive infrastructure, and AI-driven GTM transformation. Selected alongside experts from Salesforce, HubSpot, and the enterprise partner ecosystem.

"You were the first to truly unify a GTM that connected strategy through to execution."

Scott Smyth, CEO & Founder, GTM Fabric

Experience

16 Years Building GTM Infrastructure at Oracle

From Director of Global Reporting through VP of Sales GTM, Territories & Incentive Compensation. Led the organization from 15 to 160 people. Designed the consumption-based comp model that broke Oracle's license-to-cloud stalemate. Built the Sales Planning Application from zero to 20,000+ weekly active users before Product Development absorbed it into core CRM.

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