The B2B software industry is mid-transformation, with marketing and product teams trying to keep pace with less resource.

SaaS companies are replatforming, repricing, and rebuilding GTM under pressure at speed. Many are reducing marketing and product headcount during the reset yet need strategic capability more than ever.

I work with software companies who need experienced leadership, proven frameworks, measurable results.

Get Stuff Done

  • Go To Market

    Product Marketing & GTM Execution

    Positioning, collateral, sales enablement and demand gen support for your existing product.

  • Marketing Improvement

    Marketing Function Improvement

    Better strategy, processes, pipeline and a winning team that performs and drives new growth

  • Commercialisation

    Commercialisation & Product Market Fit

    Start-up validation to launch and for established businesses re-founding their commercial model.

  • AI-augmented marketing operations

    Marketing Transformation with AI

    Build systematic AI-augmented marketing capability in your team with The Marketing Eight methodology.

Details please

  • “His practical experience across product management, go to market and demand gen functions gives him the ability to see the bigger strategic picture as well as the tactical details. It also enables him to take on projects and identify areas for improvement very quickly, which he then delivers with an effective, lean approach.”

    LinkedIn Recommendation

  • "His expertise in product marketing strategy is exceptional. Gordon has an instinctive understanding of how to position products in competitive markets and craft go-to-market approaches that resonate with customers and sales teams alike. Watching him work through complex marketing challenges taught me more about strategic thinking than I could have learned anywhere else."

    LinkedIn Recommendation

  • "I hired Gordon to help bring my technology to market not because I wanted a Scottish perspective on a London Tech start-up but because I felt he was the best person for the job."

    LinkedIn Recommendation

Are you struggling with AI in marketing?

Your team has Claude and ChatGPT licences. Six months in: the chaos of ad hoc chats, fragmented projects, poor outputs, no strategic value. You're still marketing hand to mouth. The problem isn't the technology—it's the lack of systematic frameworks.

The Marketing Eight deploys artificial professional people, not generic AI tools. Eight specialist functions, each with defined expertise, built on proven methodologies and a complete marketing operating model. Collaborative workflows, continuous learning, expert human oversight.

Learn more

Commercial Philosophy

We price for deliverables and outcomes, not time, day rates or retainers. See Pricing for details and full transparency.

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