Enterprise SaaS · AI-Augmented GTM · PMM Leadership
20+ years translating market insight into enterprise SaaS revenue. I build and scale PMM operating models that improve win rates, accelerate pipeline, and strengthen field execution — without scaling headcount.
Most enterprise SaaS companies plateau not because their product isn't good enough — but because their GTM system can't keep up with the sales motion. I fix that. I embed as a senior operator across the six highest-leverage PMM problems, and I measure everything against pipeline and win rate.
Your PMM function is either understaffed, misaligned, or underperforming against revenue goals. I step in as a VP-level operator — rebuilding the team, the model, and the metrics. I’ve taken a 7-person underperforming PMM team to full output in under a year, with all OKRs green.
Deals are stalling because your positioning doesn’t map to how buyers actually buy. I build segment coverage models, ICPs, and vertically tailored GTM narratives that shorten sales cycles — I’ve delivered 4 industry master decks in a single quarter and reduced sales cycles by 15%.
Your field is losing competitive deals because intelligence arrives too late and isn’t field-ready. I build continuous CI engines — real-time battlecards, displacement playbooks, and trap questions — that turn competitive pressure into wins. 48 win/loss interviews in a single quarter, feeding directly into strategy.
Enablement fails when assets sit unused and can’t be tied to deal impact. I build content governance, field adoption programs, and measurement frameworks that close that gap — 815 assets migrated, 76% engagement rate, governance tied directly to pipeline contribution.
Your PMM team is spending 80% of its time producing assets and 20% on strategy. I flip that ratio. I design AI-driven GTM content engines that cut production time by ~50% — compressing battlecards, sales narratives, case studies, and industry decks from weeks to days.
Most companies treat Gartner and IDC as a once-a-year briefing exercise. I activate analyst relationships as live GTM levers — responding to RFIs in active deal cycles, shaping Magic Quadrant positioning, and using third-party credibility to win late-stage competitive situations.
“The highest-leverage thing a PMM leader can do is build systems that outlast the engagement — and measure everything against revenue.”
Most fractional engagements produce a strategy document and disappear. I do the opposite. From week one I’m embedded with your sales and presales teams — running win/loss interviews, auditing what’s in the field, and identifying the exact messaging and competitive gaps costing you deals.
I’ve built AI-powered GTM content models that compress asset production from months to days — not as an experiment, but as a running operating model that delivered 4 industry master decks, 20 published customer stories, and a full competitive intelligence engine in a single quarter.
Every engagement is scoped around OKRs tied to pipeline influence, win rate, and deal velocity — not activity metrics. You’ll know exactly what you’re getting, how it will be measured, and what success looks like before we start.
Best fit: Enterprise SaaS companies with complex, presales-led sales motions — typically Series B through pre-IPO — where GTM sophistication is the differentiator between winning and losing deals.
Core capabilities
Make-it-happen leader who strengthened GTM messaging and insights and drove AI tool adoption across product marketing.
The highest-signal competitive intelligence output I have seen at RELEX.
A major transformation — equipping new sellers with the latest insights into our product and target customers.
Education
Tools & platforms
Industries
I typically work with 2–3 companies at a time on fractional or advisory engagements. If you’re building enterprise SaaS GTM and need an experienced operator in the mix, let’s talk.
aliecrawford@yahoo.com · +1 781 420 9497 · linkedin.com/in/alisoncrawford