Commercial & Marketing Advisory

Human connection.
Measurable growth.

Advisory for growth-stage companies at the intersection of GTM strategy, brand, and experience, where revenue rigor and brand authority are both levers for growth.

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Approach

Brand. Revenue. Experience.
Powered by human intelligence.

Three levers, one commercial system. Each pillar is assessed and built independently, but the work only lands when they move together.

Brand

Positioning, messaging, PR, and GTM storytelling — the narrative that earns attention and authority in market.

Revenue

GTM strategy, pipeline discipline, and commercial rigor — the operating system that converts attention into growth.

Experience

Culture, retention, and experiential amplification — the layer that makes growth durable, not just achieved.

Diagnostic Frameworks

Two assessments. One clear picture of where growth can be amplified.

Proprietary diagnostics built from 25 years inside PE-backed commercial organizations — designed to find the gap between what a team believes is happening and what's actually happening.

Sales Org Assessment
EDIT

A sales organization diagnostic that audits the full commercial system — pipeline health, sales process integrity, team structure, and compensation design — down to exactly which accounts are being won, at risk, or left on the table.

  • Pipeline health & forecast accuracy
  • Sales process & methodology integrity
  • Team structure & compensation design
  • CRM discipline & GTM fit
  • Customer base tiering — Expand, Activate, Nurture, Protect
  • GTM motion — account selection through expand & retain
  • KPI Milestones & success metrics
Marketing Org Assessment
CHAPTER

A marketing organization diagnostic that audits every layer of the demand and brand function — from positioning through attribution.

  • Brand positioning audit
  • Demand generation effectiveness
  • MarTech stack & utilization
  • Sales & marketing alignment
  • Co-brand & community strategy
  • Attribution & measurement
  • Signature initiative recommendation
About

Connecting strategy to execution, brand to revenue, and individual potential to organizational results.

Jaime Bettencourt
$250M+ Revenue scaled across global account management & marketing organizations
130+ Team members led across sales, account management & marketing
26 Years in commercial and marketing leadership

The pattern I keep seeing is the same: the brands that win stay obsessively human while everyone else chases the technology. I kept gravitating toward the hard problems — how do you scale without losing what makes a business work? How do you get brand and revenue teams to start moving together? How do you build something people come back to on their own?

Those questions have driven my work leading global sales, account management, and marketing organizations — scaling past $250M, building GTM systems in PE-backed environments, and partnering with brands like Starbucks, Coach, Sephora, Marriott, Under Armour, and AT&T on what it actually takes to connect in-store experience, digital engagement, and commercial performance in a way that moves the needle.

I'm a member of Chief, a Rethink Retail Top Expert, and a Stevie Award winner — most recently completing Wharton's Executive Education Certificate on Leading and Scaling Human-Centered AI Adoption, and building the AI workflows myself, not just sponsoring them.

At the end of the day, the results that last are the ones built on real relationships and genuine investment in the people behind them. Human connection. Measurable growth.

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