Go-To-Market Advisor · Operator

I help founders build the go-to-market engine.

Fifteen years scaling revenue at HubSpot, Compass, and Techstars. I bring that operator experience — and the Growth Goaled methodology — to a small number of founders, and to international companies commercializing in the US.

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Where I've done the work

HubSpot
NYSE · $1B IPO
Scaled go-to-market through IPO.
Compass
NYSE · $7B IPO
Built revenue motion at hypergrowth scale.
Virtudent
Series A · $8M
Founder-led sales to a repeatable engine.
Techstars
Chief Commercial Officer
2,000 pre-seed investments, 2023–2026.
Ryan Spillane
About

An operator who has actually done the sequence.

I've spent fifteen years on the inside of go-to-market — not advising on it from the outside, but owning the number. I helped scale HubSpot through its IPO, built revenue motion at Compass on its way to a $7B public debut, took Virtudent from founder-led sales to a repeatable engine, and as Chief Commercial Officer at Techstars oversaw 2,000 pre-seed investments from 2023 to 2026.

That range is the point. I've seen what actually separates the companies that scale from the ones that stall — and it's almost never the product. It's whether the go-to-market motion is benchmarked, sequenced, and built in the right order.

Today I work with a deliberately small group of founders and international companies as an advisor and operator — bringing the Growth Goaled methodology and hands-on experience to the decisions that define the next two years of growth.

What I do

GTM strategy ICP & segmentation Sales playbooks Channel strategy GTM hiring Revenue operations Board & investor narrative US market entry
How I work · The Growth Goaled Methodology

A benchmarked framework,
applied by an operator.

Every engagement runs on the same backbone — five decisions, made in the right order, benchmarked against companies like you. Not a report you're handed, but work we do together.

01 · Benchmark

Know where you stand

Your engine measured against a cohort of comparable companies, with the real constraint identified.

02 · ICP

Know who to pursue

An evidence-based definition of who actually buys — and who to stop chasing.

03 · Channel

Know where to invest

The channel that will carry your pipeline, chosen on data, not instinct.

04 · Hiring

Know who to hire

The right next hires, sequenced to the constraint rather than the growth target.

05 · Narrative

Know the story

The board-ready account of where growth comes from and the plan to compound it.

Retained, not transactional. I take on a limited number of clients at a time so the work is hands-on. Most engagements run as an ongoing advisory relationship, with the methodology as the through-line and my time focused on the decisions that matter most.

US Market Entry

Selling into the US is a different game. I've run it.

International companies don't fail in the US because their product is wrong. They fail because they run their home-market playbook against a market that buys, hires, and competes differently. I help you build the US motion from the ground up — benchmarked against the American companies you're now competing with.

Talk about US expansion →
01
US ICP & positioning

Who actually buys in the US — and how to message to them, not your home market.

02
Channel & pipeline

The right entry channel and a realistic path to first US pipeline.

03
First US hires

Who to hire first, comp benchmarks, and how to set them up to succeed.

04
Board & investor story

A US-expansion narrative your board and US investors will actually back.

Ways to work together

Built around the decision
you're actually facing.

Most common

Retained Advisory

An ongoing relationship where I work alongside you and your team through the growth decisions as they come — benchmarked, sequenced, hands-on.

Monthly retainer
Embedded

Fractional GTM Leadership

For companies that need an operator in the seat — running the go-to-market motion directly for a defined period.

Fractional engagement
Focused

Methodology Sprint

A defined project against one or more phases — benchmark, ICP, channel, hiring, or narrative — with a clear deliverable you own.

Project-based
Let's talk

Let's talk about your go-to-market.

Tell me where you are and what you're trying to build. If I'm the right person to help, we'll find a way to work together.

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