I help B2B SaaS marketing orgs get unstuck.
Most consultants hand you a journey map and move on. I build it alongside your team, then the lifecycle programs and systems that run it, eight years deep in Marketo, HubSpot, Salesforce, and Segment.
- HPE
- Alfred Music
- MakeMusic
- Siemens Healthineers
- Dental Intelligence
- Genesys Beyond
- Vertafore
Three ways to work together.
Each one stands on its own. Not sure where to start? Journey mapping usually gives the clearest read, fastest.
Marketing and Sales define a “qualified” prospect two different ways, so handoffs leak.
Shared entrance criteria everyone agrees on.
Curious how your own org would score? Get the free assessment →
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01NEED CLARITY FIRST
Diagnostic
1–2 WEEKS
STARTING AT $4,000
A fast, focused read across your stack, journey, and lifecycle program, where the breaks are.
For teams who suspect something's broken but need a clear diagnosis before committing budget.
WHAT YOU GET- Attribution & reporting review: what's driving results
- Campaign & journey review across every channel and audience
- CRM data cleanliness & accuracy check
- Full martech stack & workflow inventory
- Prioritized fix list: quick wins vs. structural
- Written diagnosis with recommended roadmap
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02NEED ALIGNMENT
Customer journey workshop
1–5 DAYS · SCOPED TO YOUR TEAM
STARTING AT $7,500
A working session, scoped to your org's size, that gets Product, Marketing, and Sales mapping the same journey.
For teams where Product, Marketing, and Sales each send their own welcome email and clock time-to-value differently.
WHAT YOU GET- Persona worksheet(s)
- Phase entrance & exit criteria
- Cross-functional stakeholder alignment
- Gap identification & prioritization
- Marketing methodology & automation recommendations
- Next-step recommendations
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03NEED EXECUTION
Embedded advisory
ONGOING · MONTHLY
STARTING AT $9,500/MO
I sit inside your org part-time, building alongside your team, not handing off a diagram from the outside.
For orgs that want fractional, senior hands-on help but aren't ready for a full-time hire.
WHAT YOU GET- Lifecycle & journey architecture, built across every channel
- CRM & data governance: routing rules, segmentation, hygiene
- Attribution & reporting systems your team can use
- AI workflow & automation implementation
- Team training & documentation, so it runs after I'm gone
- Monthly roadmap check-ins & continuous optimization
How this actually works.
The mechanics behind whichever service fits, from first call to what's left behind.
The working session
We talk about what's stuck. No pitch deck, no pressure. If I'm not the right person for it, I'll tell you that directly.
Scoping it together
Based on that conversation, we land on the right starting point, a Diagnostic, a Workshop, or Embedded Advisory, with a clear deliverable and timeline agreed before anything starts.
Inside your systems
Marketo, HubSpot, Salesforce, Segment, whatever you're already running. I'm hands-on in the actual tools alongside your team, not handing off a slide deck from the outside.
Something built
A working system, a shared decision, or a documented plan your team can execute without me, depending on what we scoped. Either way, something real changes.
The track record, in numbers.
Results below are from embedded, ongoing work. Diagnostics and workshops are scoped to move faster on a narrower problem.
- 37%
- Increase in trial-to-paid conversion after rebuilding lifecycle campaigns on a unified CDP architecture. (Peaksware)
- 50%
- Reduction in CRM errors after standardizing data quality and lead-routing rules company-wide. (Peaksware)
- 60%
- Fewer Day 0/Day 1 messages, after redesigning onboarding communication around what the customer needed next. (Peaksware)
- 18%
- Lift in platform adoption from new segmentation and messaging frameworks. (HPE)
Redesigned customer journeys across web, product, and partner ecosystems for HPE and Aruba Networks, and translated infrastructure capability into messaging built for DevOps and platform-architect buyers.
Owned lifecycle strategy across four SaaS brands at once: email, automation, segmentation, and a Sigma dashboard suite that gave leadership one view of CAC against conversion.
READ THE FULL CASE STUDY →"He was essential in designing and building digital engagement maps while also program managing several Customer Journey Mapping exercises. He has a great eye for detail, shows up prepared, enthusiastic, and empathic. I would be delighted to work with him on future projects."
"I had the opportunity to work with Dan for several years, and the work he's doing now is authentically him. He's a thoughtful, creative problem solver and a well-respected leader whose team genuinely loved working with him. Dan brings the big-picture thinking and the drive to figure out how to make it happen. I'd work with him again in a heartbeat."
"Dan arrived at Peaksware as Manager of Digital Marketing and left running operations across all four brands: Alfred, MakeMusic, Finale, and Fons. That trajectory was earned. He led our migration from Iterable to HubSpot, coming out the other side with a clean data architecture four brands could genuinely share, then built the lead scoring, lifecycle stages, and attribution on top of it. He's hands-on with the tools, but also briefs upward unusually well, his recommendations tend to turn into decisions. If you can tell something in your journey is broken but not where, Dan is who I'd want diagnosing it."
A systems thinker who started in a jazz club.
Before enterprise SaaS, I ran events and guest retention at a live music venue, reading the crowd and fixing what's broken in real time. Same instincts, different stage.
Eight years since, I've built lifecycle programs and digital strategy for enterprise SaaS, ed-tech, and hybrid cloud teams, most recently on HPE's Hybrid Cloud Platform. I still work hands-on inside Marketo, HubSpot, Salesforce, Segment, and GA4, because recommending a fix and building one are different jobs. I do both, alongside your team, not around it.
Straight answers.
The questions I get asked before someone books a call.
- What makes this different from an agency?
- Most lifecycle consultants either map the journey or build the automation, rarely both. I've done both at enterprise scale: four SaaS brands at once, HPE's Hybrid Cloud Platform, so you get one person end to end, not a handoff.
- Is this like hiring a fractional CMO?
- Not exactly. A fractional CMO typically owns brand, budget, and full go-to-market strategy. My focus is narrower and more hands-on: customer journey, lifecycle systems, and the martech that runs them. If that specific gap is what you're missing, Embedded Advisory functions like fractional senior support for that one area.
- What results have you delivered?
- A 37% increase in trial-to-paid conversion, a 50% reduction in CRM errors, and 60% fewer Day 0/Day 1 messages at Peaksware, plus an 18% lift in platform adoption at HPE.
- Do you work inside our tools, or just hand us a deck?
- Inside your tools. Hands-on in Marketo, HubSpot, Salesforce, Segment, and GA4. Diagnostics come with a build plan.
- What's the investment?
- Diagnostics start at $4,000. Workshops start at $7,500. Embedded advisory starts at $9,500 per month. Final scope depends on team size and how many systems are involved.
- What size company do you typically work with?
- Mid-market to enterprise B2B SaaS, ed-tech, and hybrid cloud, most recently HPE and Peaksware's four-brand portfolio.
- How fast can you start?
- Workshops typically get scheduled within a couple of weeks. Diagnostic sprints and embedded work fit your calendar the same way.
- Does this ever grow into ongoing work?
- Sometimes, it can. Each engagement is scoped to be worth it on its own either way.
The Customer Reality Check
Twelve questions every marketing leader should be able to answer about the experience their org delivers.