About

The long way around.

For the first decade of my career, I played by someone else's playbook. I spent over ten years moving up the ranks at a global security enterprise, scaling portfolios from millions to tens of millions, ranking among top performers nationwide, and learning how high-stakes B2B negotiations actually work.

By traditional metrics, I was winning. But I wasn't building anything of my own.

In 2017, I stepped away from corporate security to start a technical field-services business from absolute zero. No initial client base, no capital injections, no safety net. Just an instinct for operational standardization and a focus on execution. We grew that company at an average of 78% year-over-year for three consecutive years, expanded across four states, navigated a global pandemic, and successfully exited through an M&A deal in 2022.

That chapter taught me a fundamental lesson: when you build from zero, there is nowhere to hide. You either create real commercial value, or the business fails.

What I learned after the exit

Following the M&A, I returned to executive leadership to direct marketing, growth, and demand generation for fast-scaling B2B technology companies.

I rebuilt revenue operations from the ground up. I led teams that scaled Monthly Recurring Revenue (MRR) by 409% in a single year, launched award-winning product lines, and turned stagnant assets into R$84M+ ($15M+ USD) in GMV in 60 days.

And I made plenty of mistakes along the way.

I saw companies burn massive budgets chasing short-term conversion metrics while ignoring most of their potential market. I saw sales funnels stalled by subjective stage definitions, and I spent late nights correcting fragmented data architectures because teams tried to scale before structuring their foundations.

The fundamental challenge in modern B2B growth isn't a lack of tools or tactics—it's the obsession with short-term noise over long-term strategic clarity.

Why this site exists

Most online marketing commentary splits into two categories: generic high-level theory written by people who have never managed a real P&L, or surface-level growth hacks built for short-cycle sales that break down in enterprise buying committees.

I created this platform to share something different: market intelligence and operational reality.

I believe in sharing the actual mechanics behind growth:

• What worked: The frameworks, attribution models, and demand generation architectures that built scalable revenue engines.
• What failed: The bad assumptions, broken funnels, and misaligned expectations that cost time and capital.
• What the data shows: Real insights on B2B buyer journeys, account-based intent, and complex sales dynamics.

No vanity metrics. No gatekeeping.

What I do today

Today, I divide my time between leading the demand generation strategy at a fast-growing B2B tech startup in Brazil and advising B2B founders and senior leadership.

My focus is on go-to-market strategy, complex sales architecture, and market positioning.

Through my monthly briefing, I share data-driven market research applied to long-cycle B2B sales—helping technology decision-makers build authority, commercial efficiency, and predictable pipeline.

If you care about building sustainable, long-term commercial growth grounded in market reality, you are in the right place.