B2B SAAS PRODUCT MARKETING CONSULTANT
When buyers don’t understand why they should choose you, growth slows.
I help B2B SaaS companies turn complex products into one clear commercial story so Marketing attracts the right buyers, Sales communicates the value consistently, and customers understand why they should buy, stay and expand.
A strong product doesn’t automatically create a strong commercial story
You may have proven demand and built a capable Product, Marketing and Sales organisation but growth becomes harder when buyers cannot quickly understand why they should choose you.
You might be seeing:
Buyers interested, but not convinced
Prospects understand what your product does, but not why they should buy it.
Poor cross-selling
Existing customers use one part of your product, but don’t see enough value in expanding usage.
High customer acquisition costs
Marketing generates activity, but unclear targeting and messaging attract lower-quality buyers.
Inconsistent win rates
Top salespeople can tell the story, but it isn’t consistently communicated across the team.
Leads that don’t become opportunities
Interest is created, but too few buyers see a strong enough reason to take the next step.
These problems often have the same cause: Product, Marketing and Sales are not aligned on who you sell to, what makes you different and the story buyers need to hear.
Clearer positioning. Stronger commercial performance.
The solution is clearer positioning and stronger alignment across Product, Marketing and Sales. When every team shares the same view of the market, your differentiation and the story buyers need to hear, the business is better placed to improve conversion, win rates and growth.
78.5% lower customer acquisition costs
120% increase in SaaS revenue
“Alberta sharpened our ICP, positioning and messaging. Together with a shift in channel strategy, this helped us run more targeted campaigns and lower acquisition costs.”
“Alberta led our pricing, packaging, positioning and messaging. Alongside product innovation and wider marketing activity, this gave us a stronger commercial story and supported growth.”
Richard Holloway
Former COO, Scoutbee
Jonathan Allan
Former CMO, Puzzel
Who I work with
I work with B2B SaaS companies that have proven demand, are ready to scale and are growing their Product, Marketing and Sales teams.
I partner with founders and CEOs, CROs, Marketing leaders and Product leaders when the product is strong but its commercial story is not producing the clarity, consistency or momentum the business needs.
What clearer positioning makes possible
Give buyers a stronger reason to choose you
Turn leads into qualified opportunities
Make your differentiation easier to understand, believe and communicate.
Help Marketing attract and nurture the buyers most likely to recognise the value of your product.
Make cross-sell opportunities easier to understand
Reduce costly commercial guesswork
Connect additional products and capabilities to outcomes existing customers already care about.
Give Product, Marketing and Sales a shared foundation for making faster, more consistent decisions.
What is the SaaS Alignment Framework—and why does it matter?
Buyer confusion rarely begins in a sales call or campaign. It usually starts earlier—with an unclear target market, weak differentiation or different teams telling different versions of the story.
The SaaS Alignment Framework identifies where that confusion begins and helps Product, Marketing and Sales fix it together.
01
Problem Alignment
02
Position Alignment
03
Market Alignment
04
Narrative Alignment
05
GTM Alignment
Not sure where the problem starts? Take the SaaS Alignment Scorecard to see where clarity and alignment may be breaking down.
From commercial friction to a story your teams can use
I shape every engagement around the commercial problem you need to solve, following three clear stages.
01
I diagnose the friction
02
I build the commercial story
03
I align the teams
I use leadership input, customer insight and market evidence to identify where your ICP, differentiation or commercial story is breaking down.
I define the positioning, messaging and strategic choices that give buyers a clearer reason to choose, stay and expand.
I help Product, Marketing and Sales apply the same story consistently through strategic guidance, review and team training.