From founder-led sales to repeatable revenue growth
We help B2B technology companies win customers beyond the founder’s network—and build a go-to-market system the team can run.
Your first customers came through your expertise, relationships, and personal involvement. Growing beyond that takes a clear way to reach new buyers, earn their trust, and turn interest into qualified sales opportunities.
That’s what we build at GTM Advantage.
Founded by Adrijana Daragon, a fractional CMO with 20 years of marketing experience across global brands, SaaS, and deep tech, we combine senior marketing leadership with specialist expertise to put your go-to-market strategy into action.
We turn the knowledge that lives in the founder’s head into clear positioning, credible customer proof, and a connected route from first contact to sales opportunity. Your team gains the direction and ownership to keep moving, with you involved where your expertise makes the greatest difference.
Customers on repeat. A team equipped to drive growth.
Founder and Fractional CMO
Turning complex B2B challenges into clear go-to-market strategies and predictable growth.
I’m Adrijana Daragon, founder of GTM Advantage. I work with B2B technology founders who have built something customers value and need a more dependable way to grow.
Over the past 20 years, my career has spanned global brands including Procter & Gamble, Unilever, Coty, and Eastman, alongside SaaS and deep tech businesses. Working across these environments has shaped how I approach marketing: understand the buyer, make the value clear, and connect the work to commercial results.
Working on growth in a Series A scale-up Acodis brought a particular challenge into focus for me. A strong product and early customers create an important foundation. The next stage requires understanding how to repeat that success with buyers who don’t already know the founder or the company.
Over the past five years, working with startups, I’ve seen how much that transition asks of founders. They are still opening doors, explaining the product, reviewing messaging, and helping the team decide which opportunities are worth pursuing. Sales and marketing may already be running, yet too much still depends on their personal involvement.
That experience shaped GTM Advantage.
I wanted to bring experienced marketing leadership and practical delivery together, helping founders turn their knowledge and early traction into an approach their team can carry forward.
Today, I work as an embedded fractional CMO, setting the direction, making commercial priorities clear, and leading execution alongside your team and our specialists.
Strategy is important. Execution is what makes it work.
I’ve seen firsthand that having a great product isn’t enough to guarantee commercial success.
Early customers often buy because they trust the founder, understand the context, or have been introduced by someone they know. Buyers outside that network need those reasons to trust you made visible.
They need to understand why your solution matters, see evidence that it can work for them, and have a clear next step.
We connect those pieces around an agreed commercial priority. That means choosing the buyers to focus on, sharpening the story, preparing the proof, and putting outreach and follow-up into practice.
We stay involved as the work reaches the market, so we can learn from the response and improve what happens next.
What I bring to the table
20 years of marketing experience
A career spanning global brands, B2B technology, SaaS, and deep tech, bringing a broad commercial perspective to the decisions growing businesses face.
Leadership close to the work
I move between strategic decisions and practical execution, helping your team understand where to focus and what needs to happen next.
An understanding of the founder’s challenge
My work with startups has shown me how easily the founder becomes the link holding every commercial activity together. I help turn that knowledge into shared decisions, usable materials, and clear responsibilities.
A connected go-to-market perspective
I look at how buyers move from discovering your business to trusting it and considering a purchase. Positioning, customer proof, marketing activity, and sales follow-up need to support that journey together.
A focus on measurable progress
We assess progress through the quality of customer conversations, qualified opportunities, pipeline progression, and revenue as it develops. The evidence helps us decide what to improve and where to invest next.
How we work
Understand what is holding growth back
We begin with your business and how customers buy today. We review customer and sales conversations, existing opportunities, previous activity, and market alternatives to understand what is working and where progress stalls.
Make clear commercial choices
Together, we decide which buyers to focus on, what they need to understand or believe, and how your team can realistically reach them. Those choices give the work a shared direction.
Put the route to market into action
We bring the necessary messages, customer proof, website journeys, outreach, and sales materials together. Each step has a purpose, an owner, and a next action.
Help the team keep it moving
We connect market activity to qualification, follow-up, and clear handoffs. As evidence comes in, we refine the approach and give your team the tools and working practices to continue.
Our 120-Day Revenue System provides a structure for this work, from diagnosis and early improvements through activation and ongoing refinement.
Who we work with
We work primarily with B2B technology companies that have a product customers value and early commercial traction.
You may already have people contributing to sales and marketing, but need senior leadership to connect their work and establish a more repeatable approach.
You will likely recognise one or more of these challenges:
- New customers still depend heavily on the founder’s relationships.
- Marketing and sales activity isn’t creating enough qualified opportunities.
- Several markets, buyer groups, or channels compete for limited resources.
- Your team needs clearer direction before you invest in more people or activity.
- You are entering a new market and need a credible route to buyers who don’t know you yet.
We help you make the choices and build the foundations your next stage of growth requires.
Let’s make your next stage of growth more predictable.
Build a business that can reach and win its next customers beyond your network, with a team that knows how to keep it moving.
Let’s talk about where you are today, what’s holding growth back, and where to focus next.
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