GTM strategy for technical markets
Turn a complex product, uneven market feedback, and founder intuition into a focused operating plan.
Selective GTM advisory for technical companies
GTM advisory for infra, AI, and dev-tool founders turning technical adoption into qualified pipeline.
Dan Stotts works with founders and CMOs when product interest is real, but the route from usage, narrative, and market signal to revenue still needs sharper operating discipline.
Current as of Accepting 1-2 selective engagements per quarter.
Focus Series A-C infra, AI, and developer-tool companies.
Best wedge Most useful when product usage exists, but the revenue motion is still too founder-dependent.
Proof without theater
Built around operator context, not agency claims.
No logo wall and no borrowed case studies. The context below is the real basis for the work: the operator role behind it, the markets it covers, and how engagements run.
Operator context Runpod
AI and GPU cloud infrastructure
Market pattern Technical buyers
Developer, infrastructure, and AI workflows
Motion PLG plus sales
Usage-led adoption into pipeline discipline
Advisory model Selective
1-2 operator-led engagements per quarter
Where the work starts
Three problems worth bringing in an outside operator for.
Not generic marketing help. These are the moments where a senior GTM read can change the shape of the quarter.
PLG-to-sales motion design
Define the signals, handoffs, and account rules that let sales assist usage instead of interrupting it.
Pipeline diagnostics
Separate channel volume from real pipeline quality, then decide what to fix before the next hire or spend increase.
Working thesis
In technical markets, the GTM problem is rarely a lack of activity. It is usually a lack of agreement about which signals matter and what the company should do next.
01
Usage is not demand until someone owns the commercial next step.
02
Technical buyers punish vague positioning faster than any other audience.
03
Most early pipeline problems are operating model problems wearing channel costumes.
04
The handoff between product, marketing, and sales is where good intent data usually dies.
Notes
Current thinking on technical-market GTM.
Specific essays on the GTM problems infra, AI, and dev-tool companies actually run into. Written to be argued with, not skimmed.
Twelve agents run my consulting business. None of them are allowed to hit send.
Agent count became a 2026 planning metric. Running twelve agents did not compress a single judgment call. It forced every implicit decision rule into writing.
How to move beyond founder-led sales
A repeatable GTM motion should preserve the judgment that makes founder-led sales effective while removing the founder as the routing layer for every deal.
LinkedIn updates
Short-form thinking and current market notes.
GTM Consulting Substack
Longer essays on go-to-market for technical markets.
Bring the hard GTM question, not a vague request for help.
Useful inquiries usually include stage, product category, current motion, and the decision you need to make in the next 30 days.