Early customers don't just buy your product. They shape your company.
I help hardtech founders find the right customers and turn technical breakthroughs into a repeatable go-to-market motion.
Most technical startups don't have a product problem. They have a focus problem.
Early interest feels like traction. Then it becomes scattered demos, stalled pilots, and a pipeline full of maybes. The goal isn't more buyers. It's the right ones.
Scattered Interest
Lots of conversations, no clear buying process.
Pilots That Stall
Technical validation, no path to budget, urgency, or expansion.
Technical, Not Urgent
Strong capabilities but weak business pain. No reason to act now.
From early chaos to a focused GTM motion.
Bridging the gap between 'people are interested' and 'we know exactly who to sell to and how to win.'
GTM Strategy
Sharpen ICP, market wedge, and competitive position, so every hour of selling lands where the company needs it.
Messaging & Positioning
Translate technical capability into urgent business pain that budget owners can act on.
Pilot-to-Production
Pilots tied to value, expansion, and commercial ownership. Engineered to convert, not to linger.
Built for complex, real-world markets.
Seed to Series B hardtech startups where buying is messy, pilots matter, and the customer's world is physical.
Robotics & Physical AI
Automation, autonomy, vision, inspection, and AI in the real world.
Advanced Manufacturing
Hardware, sensors, quality, production, and factory-floor technology.
Complex B2B Sales
Enterprise, OEM, and industrial buying environments.
Unclear Buying Process
You have pilot interest, but the buying process isn't clear.
Built in the field. Hardtech-tested.
A career spent inside the rooms where industrial buyers actually decide, not the rooms where decks get made about them.
I've spent over 13 years selling complex manufacturing and automation technologies, from CNC machine tools and industrial additive manufacturing to AI-powered robotics and industrial inspection systems.
I've been the first sales hire at a Series A robotics startup, run North American GTM for a venture-backed software company, and sold metal 3D printing to early adopters like Tesla and SpaceX. I've seen firsthand how hard it is to turn technical breakthroughs into repeatable commercial traction. Now I help founders close that gap faster.
Where the reps came from.
Every engagement is informed by deals actually closed on factory floors, not frameworks borrowed from SaaS.
AI robotics for foundries. Building the sales and marketing motion from 0 to 1.
Industrial X-ray CT scanning for the manufacturing floor. Full-cycle enterprise sales in the North American Series C expansion. Opened doors into Texas manufacturers that other sellers couldn't crack, built on a disciplined sales process and the trust that comes from being a proud Texan selling to Texans.
Recruited by the CEO to lead North America: built a $2M+ pipeline in the first four months, led a proof of concept with GE Vernova (Fortune 200), and stood up the SI and distributor partner funnel.
Brought outbound startup sales culture into HP's additive business. Took over the Tesla account and turned it from churned to revenue-producing in 14 months.
Employee #13 and first professional sales hire. Built the GTM infrastructure and closed customized automation projects from $800K to $4.5M+ across aerospace, defense, automotive, and energy.
Nine years selling CNC machine tools, precision grinding, and EOS metal 3D printing to early adopters including Tesla and SpaceX. Drove $5M in 2021.
● Let's Talk
Building something hard?
Send me a note on LinkedIn. Tell me what you're building and where the GTM is getting stuck. Happy to trade thoughts.