AI Sales, GTM & Marketing Consulting. Forward Deployed.
Embedded in your team, accountable for the outcome, not just the recommendation.
Four areas, one connected problem
AI is changing how companies sell, go to market, and market themselves, often all at once. This practice works across all three, because in practice they can't be separated.
AI Sales
In plain terms: Helping sales teams sell to buyers who use AI to research and shortlist before they ever talk to a rep.
What this covers: Redesigning the sales process for buyers who use AI, training reps to win against AI-generated shortlists, and deciding where agents can run parts of the sale.
AI Go-to-Market (GTM)
In plain terms: Rebuilding how a company reaches, wins, and keeps customers, with AI and agents built in from the start instead of added later.
What this covers: Category and positioning, a system that acts on buying signals instead of just tracking them, build-buy-partner calls, and mapping where agents can replace manual work.
AI Marketing
In plain terms: Building a marketing strategy for a world where your message has to land with both human buyers and the AI models they ask first.
What this covers: AI visibility and citation work with VISIBLD and Citabld, content that reads well to both AI and people, and rethinking channels and messaging for a world where AI often reads your marketing before a person does.
Product & Product-Market Fit
In plain terms: Helping companies figure out if they're building the right product for the market they're really in, and fixing it if they're not.
What this covers: Testing if your product solves a problem people will pay to fix, finding where the product and market have drifted apart, and deciding what to build next based on real signal, not opinion.
What "Forward Deployed" actually means
This is the core idea behind how Maxworthy works, so it gets explained plainly, not just named.
A senior consultant who works inside your team. They know what has worked across markets, make a specific call for your situation, stay through the build, and own the outcome until your team can run it on their own.
"Research firms give you the pattern. Management consulting gives you the plan. The forward deployed consultant makes the call for your situation and stays until it works."
Three existing models, and what each leaves behind ↴
Gartner, Forrester, IDC
Delivers: The pattern. What other companies did, reference designs, and where the market is going.
Paid: Per seat, per year, with no tie to whether anything actually got done.
Stops: On purpose, never gives a specific call. Never touches your data, never checks if the advice worked.
Accenture, BCG, Bain
Delivers: The plan. Where you are, where you want to be, and the roadmap to get there.
Paid: By the engagement or the hour, mostly untied to the result.
Stops: Ends at the recommendation. Doing the work becomes your problem.
The Forward Deployed Consultant
Delivers: A specific decision, made inside your team, with the consultant accountable through the work.
Paid: A fixed fee tied to a clear business outcome.
Stops: Ends only when your team can run it without the consultant.
Each model answers for a different thing. The analyst answers for being right. The consultant answers for the recommendation. No one answers for your team actually working differently. That gap is what a forward deployed consultant closes.
Five phases, one consultant throughout
Every other model hands off at one of these seams. The consultant stays present through all five. That's the point.
Diagnose in place
Map the real workflow, the steps no one wrote down, and the workarounds. Check your data against your use case. Find the political problem that could kill the project, and name it early.
Prescribe a specific decision
Not a list of options. One call the consultant puts their name on. Which use cases to run and which to skip, the target outcome in plain numbers, the build-buy-partner call, and the plan for when the output is wrong.
Deploy alongside
Stay in the room while it's built. Build the workflow around the system, not the system onto the old workflow. Clear the blockers at the executive level.
Instrument and prove
Measure the business result against the baseline from phase one, not activity counts. Report honestly on what didn't work.
Transfer and exit
Train the people who run and own the system. Hand over the decisions clearly. Leave behind a runbook and a governance model people can use. The work ends when you no longer need the consultant.
not guessing. the proof is here.
Why this model, and not the traditional one
Most AI strategy advice comes from people who have only ever consulted. They have never sold, never built, never shipped a product. This practice is different. It combines real B2B sales leadership, an inside view of how the largest research and consulting firms advise CEOs, and a working product studio that makes its own AI go-to-market calls every quarter. The consultant isn't guessing. The products on this site are the proof.
- 01.13+ years in B2B tech and AI sales leadership
- 02.Consulting experience at the CEO level inside Gartner's High-Tech CEO practice
- 03.Founder of a boutique AI consulting and product practice since 2018
- 04.A working network of 10,000+ B2B contacts across SaaS, DTC and retail, legal, and insurance
Simple, in three steps
A call
We talk through where you're actually stuck. Not a form, a real conversation.
A plain assessment
You get a straight answer on what's broken and what to fix first. Not a 40-page deck you have to translate.
A scoped, embedded engagement
Priced to the outcome you need, not to hours logged. The consultant works inside the problem with you until it's solved.
The operating model, plainly ↴