Over the years, I've worked with startups across product marketing, GTM, and early-stage growth. One thing kept showing up. I would spend weeks refining our ICP, improving our messaging, and building outbound motions, yet the results remained inconsistent. The same message would resonate with one account and fall flat with another. The same ICP would produce opportunities in one segment and silence in another. I became curious about what was happening beneath the surface. The more conversations I had with founders and customers, the more I realized that buying decisions are rarely driven by fit alone. They're influenced by context. A change in priorities. A new initiative. An internal challenge. A shift that creates urgency. In other words, a buying moment. Today, I help B2B SaaS founders uncover those moments and build GTM systems around them. Using a signal-based approach, I work with founders to understand who their best customers are, what patterns exist across closed-won deals, and which signals indicate that an account is moving closer to a decision. Because not every account that fits your ICP is ready to buy. The goal isn't to reach more people. It's to reach the right people when the timing makes sense. If you're building a B2B SaaS company and looking for a more repeatable path from ICP to pipeline, let's talk