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Go-to-market
Position the product. Price the move. Sequence the launch.
Most pricing work is theater. We build the model your CFO defends, the positioning that survives competition, and the sales motion your team adopts.
Talk GTM
Est. 2008 · B2B SaaS strategy advisory
Strategy for the decisions that don't come around twice.
M&A. Exits. Go-to-market pivots. Eighteen years of advisory, ninety engagements, one principal who's been the operator.
Trusted by founders, boards, and PE-backed operators
What we do
Three services. One partner. Every project.
Same advisor from first call to hand-off. No associates running point. No deck monkeys.
02
M&A advisory
Buy-side, sell-side, and the diligence in between.
Most diligence reports answer the wrong questions. We do the work that determines whether the deal makes sense. Buy-side, sell-side, both sides of the table.
Talk M&A03
Exit & board prep
Preparing for the room that decides everything.
Most exit prep is decks. We do the model, the diligence questions, and the board materials. Both sides of the room, including the founder's seat.
Talk exitsEighteen years. Thirty-five clients. Ninety engagements.
Solo principal by design. Same advisor from first call to final hand-off.
18
Years of advisory
35
Clients served
90
Engagements delivered
1
Principal on every project
No associates. No layers. The person you meet on the first call delivers the work, through diligence, board sessions, and the calls after the deal closes. Senior judgment never gets staffed away.
Recommendations from the room.
I highly recommend Chad as a strategy and M&A advisor. I hired Chad in 2010 to help identify attractive market segments for a new enterprise SaaS offering…
Chad played critical strategy and marketing roles for our organization from 2012-2015, and I recommend him as a consultant…
Featured engagement
Two years in, the sales weren't moving. Was the product missing the market, or was the market missing?
Situation. Two-year-old SaaS, sales under-performing, leadership divided. Product off-target or market not there? Next round of investment on hold.
Engagement. Primary and secondary research. VOC interviews with users and lost-deal prospects. Competitive intel against the positioning. A recommendation with the proof to defend it to the board.
Outcome. Recommendation adopted. Investment approved. Sales grew 100% over the next two years.
- 100%
- Sales growth in the two years after the engagement
- 1 board
- The shift from stalled product to scaling, adopted in one session
The firm
One principal. By design.
Founded C Squared E in 2008 after senior leadership at 3M, Accenture, and three SaaS companies. Two exited. Twenty-five years across consulting, product, marketing, corp dev, and finance.
Intentionally one person deep. Same advisor, first call to hand-off. No associates running point. No deck monkeys.
Thirty-five clients in, the model holds. M&A. Exits. Go-to-market pivots. Voice-of-customer research the leadership team actually uses.
When a SaaS company can only make the decision once, they want the senior person in the room. That's what they get.Recently published The Nine No-No's of VOC Interviews
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EducationMBA, MIT Sloan
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EducationBA, Northwestern (Econ & Math)
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CertificationPragmatic Institute Product Manager
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AffiliationMESA Group mentor
How engagements work
From inquiry to outcome, in four phases.
A single advisor owns the engagement end to end. Weekly working sessions. Materials your team will actually use. The plan walks out the door with you.
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Phase 01
Talk
Send the inquiry. Calendar invite within 24 hours. First conversation is on us.
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Phase 02
Frame
Diagnose the decision. Scope the engagement. Fixed-fee SOW in writing within a week. No retainer creep.
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Phase 03
Execute
Weekly working sessions. Models in your finance team's tools. Board materials in your board's format.
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Phase 04
Hand off
The plan walks out with your team. On call for follow-ups, board meetings, and the next decision.
Work samples
A look at what you'll actually receive.
Request a sample of any document below. We'll send the closest analogue to your situation, redacted, on the next reply.
Go-to-market strategy
Vertical SaaS company, 200 employees
Segmentation, positioning, pricing, and sales motion. Written for a board to read in one sitting and an exec team to execute against the next morning.
Three-scenario exit model
Series B+ SaaS preparing for transaction
P&L, valuation comps, and sensitivity analysis across three acquirer archetypes. Model that survives diligence questions, not a pretty chart.
Board strategy review
PE-backed SaaS, Q3 inflection meeting
The deck used to walk a board through a strategic shift in thirty minutes. Built to survive the questions, not just the read-through.
Competitive intelligence memo
Acquirer landscape for a healthcare SaaS
Strategic, financial, and PE archetypes mapped against a target. With the rationale a banker would ask for and the data to back it.
Sell-side diligence prep
SaaS founders preparing for round-one diligence
The questions to expect, the answers to rehearse, and the data room structure that survives the first acquirer call without surprises.
Pricing strategy memo
Mid-market SaaS with stalled net retention
Packaging, tier structure, and willingness-to-pay analysis. Plus the rollout sequence that gets pricing through without churning the base.
Before you book the call.
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How long does a typical engagement take?
Between six and twelve weeks for most engagements. Diagnostic-only work runs two to three weeks. M&A and exit-prep work runs longer, sometimes into a second engagement, depending on the deal calendar.
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What does an engagement cost?
Fixed-fee, scoped at the start. Most engagements fall between $25K and $75K depending on scope and pace. No retainers. No surprise overages. The SOW lays out the deliverable list before you sign.
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What size companies do you work with?
B2B SaaS companies between roughly $5M and $200M in revenue. Founder-led, PE-backed, and public. The common thread is a high-stakes decision and a small leadership team that needs senior judgment without a six-month firm timeline.
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Will you sign an NDA?
Yes. Mutual NDA before the first deep conversation if there's anything sensitive on the table. We'll send our template or sign yours.
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Can you run diligence on a specific acquirer or target we're considering?
Yes. Buy-side and sell-side diligence is one of the most-requested engagement types. Three weeks to a structured memo with a recommended go or no-go and the reasoning behind it.
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What's the difference between hiring you vs. a big firm?
Senior judgment, faster, at a fraction of the cost, on engagements they wouldn't take. We don't bench-build, we don't sell follow-on, and we don't staff associates to run your account. If you need the firm name as the headline on the board deck, hire them. If you need the work itself to be the headline, hire us.
Let's talk about the move.
First conversation's on us. Send a few lines about the situation. Reply within one business day.