Build the system
GTM Architecture
Define the ideal customer, clarify category and positioning, and build signal-led pipeline systems that connect enrichment, scoring, messaging, and activation.
Strategic perspective · GTM · Venture
Alastar
Kerpel
Fractional GTM Strategist & Venture Catalyst.
I map the terrain for Seed and Series A founders-from category creation and go-to-market architecture to the decisions that shape a market exit.
View the MapStrategic engagements
Terrain
Growth is rarely a single-channel problem. The work is to understand the environment, identify the leverage points, and connect the decisions that move a company forward.
Assemble the people
Venture Catalyst
Identify the leaders and advisors a company needs for its next stage. Support executive recruiting, advisory councils, and board preparation with a view of the whole company.
Understand the endgame
Market Exit Positioning
Bring commercial strategy into the exit conversation: cap-table dynamics, liquidation preferences, strategic positioning, and acquisition timing. Make the implications visible before the decision is forced.
Selected record
Vault
A record of operating through growth, category formation, executive decisions, and the transition from company-building to strategic outcomes.
2016 - 2021
Agiloft
Scaled inbound growth by 600% through a period of sustained market development.
Acquired by KKR2021 - 2022
Bid Ops → Arkestro
Served as Head of Growth and recruited the CEO and CMO for the business that became Arkestro.
Growth leadership · Executive team formation2023 - PRESENT
Fractional GTM Leadership
Working with a portfolio of YC-backed and AI startups on positioning, demand systems, and the operating logic behind growth.
Strategy across early-stage ventures
Areas of focus
Category creationCapital & talentSignal-led GTMStrategic outcomes
The cartographer
Most founders are consumed by the daily battle of building. I step back to map the macro environment, the capital stack, and the talent required to reach the next horizon. I am the Cartographer.
I have worked in the trenches of category creation and alongside the decisions that shape acquisition outcomes. My role is to make the terrain legible so leaders can choose where to move, what to build, and what to leave behind.
Begin a conversation
Every market has a terrain. Know yours.
For founders navigating a new category, a new stage of growth, or a consequential strategic decision.