Solving GTM puzzles for SaaS & Shopify Apps | fCMO | Product Marketing

GTM is a puzzle. 🧩 I help you solve it by finding the pieces that matter most.

Over the past decade, I’ve worked with technology companies and agencies, co-founded a startup, scaled it to 120,000 active users, and navigated through wicked go-to-market challenges. 

All these experiences taught me why staying focused and fast experimentation in your go-to-market matters the most. 

This is why I’m dedicated to helping B2B founders and teams build product marketing foundations and run structured experimentation. 

What sets me apart?
I've been in your shoes as an entrepreneur and a product marketing leader. 
I know the urgency, the doubts, the obstacles, and the sheer energy it takes to keep moving forward.

What’s next? 
- Visit my website -> www.inbold.io
- Just send me a casual DM

The B2B buyer journey isn’t broken, it was never linear to begin with.

Most teams still map their funnel as if buyers move step by step.

But in reality, they jump around, do silent research, and evaluate vendors long before they ever talk to you.

According to Gartner, buyers cycle through 6 messy, repeating steps:

➕ Problem identification: “We need to do something.”
➕ Solution exploration: “What’s out there to fix this?”
➕Requirements building: “What exactly do we need?”
➕ Supplier selection: “Who fits best?”
➕ Validation: “Let’s double-check.”
➕ Consensus creation: “Will everyone sign off?”

What matters most isn’t the labels, it’s what these steps reveal.

A lot of buyers aren’t even aware they have a problem yet.

But they’re still absorbing content, forming opinions, and building mental shortlists. That’s where podcasts, newsletters, founder posts, and webinars quietly warm them up. You’re not trying to be loud, you’re trying to be present when their moment arrives.

And attribution won’t show any of this.

Dashboards only track the visible touchpoints. The story sits in demo calls, support questions, user behavior, and the words customers use when you interview them. That’s where you uncover the emotions, hesitations, and “this didn’t make sense” moments that decide deals long before the contract stage.

Map that, not just the clicks, and the gaps in your messaging and funnel become painfully obvious.

--
DM me if you want help understanding your buyer journey.

Oyku ☀️ Sorgun Erakkus

b2b buyer journey

Is your GTM ready for 2026? 
A simple way to find out is to map your Buyer Journey.

Over the years, I’ve noticed that teams often plan their GTM based on assumptions, historical habits, internal opinions, or whatever is loudest at the moment.

But when we start with the buyer, the picture starts to shift.
We see the buying experience from the outside, not the way the company wishes it worked, but the way buyers behave and think. 

That’s why mapping the buyer journey brings clarity to our plans and creates alignment.

If you want to run it well, here’s the approach I use:
➕ Assign a clear owner:
Someone has to hold the process together and keep everyone grounded.

Usually this is a PMM, but when teams want a neutral perspective or need momentum, I facilitate it as a sprint.

➕ Choose one buyer segment
This is a step that may be underestimated. Trying to map multiple personas at once dilutes motivations, paths, objections, expectations.

When you pick one segment, the patterns become sharper and the decisions become easier.

➕ Gather the real insights
This is always my favorite part. You start hearing the things that never make it into dashboards:
- What prospects ask in demos
- Where they hesitate
- What confuses them
- What pleasantly surprises them
- What frustrates them
- What sales and CS see every day but rarely gets surfaced

I pull from internal interviews, demo calls, ticket reviews, and won/lost conversations.

Then I feed all of it into GPT, not to replace thinking, but to cluster themes, extract buyer language, spot contradictions, and organize the messy human side of buying.
(And I always require source references so nothing gets distorted.)

➕  Add the quantitative layer
Numbers give structure to the story:
- Conversion rates
- Stage movement time
- Where buyers drop off
- Heatmaps and behavioral paths

I’ve found that when qualitative and quantitative data line up, it gets clearer what needs attention.

➕  Run a 2-hour workshop with all functions
This is where alignment happens and teams see the buyer experience in a more structured way. 

Part 1: is simply looking at the insights together, and checking if there is anything missing.

Part 2: is the moment everyone contributes ideas on how to fix friction.
Cross-functional brainstorming is especially something that I enjoy. 

➕ Assign owners and decide on cadence:
A Buyer Journey isn’t a one-time thing. It becomes valuable when it’s maintained, especially as messaging evolves, product changes, or new segments enter the pipeline.

Overall, I like this process because it blends data, customer voices, and team alignment into a shared understanding.

It surfaces blind spots, redirects attention to what matters, and gives teams a more honest foundation for planning.

Would you like me to share my template? Drop a comment below.

taplio

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