We fix broken initiatives before you need to recap
We've seen this before. We'll diagnose what's broken, right-size the motion, and get you to cash flow positive. Mishaal & Elias
Meet the Founders
Operator expertise meets execution discipline
Mishaal Murawala
Fractional Executive, GTM Operator & Builder
B2B SaaS, Products and Services
Highlights
- 15+ years building and scaling GTM engines in B2B SaaS and hardware/manufacturing
- Executive at MacroFab; scaled revenue $24M → $53M
- Built successful PLG motion in a technical industry
What makes Mishaal different
- Deep GTM execution for technical products sold to technical buyers
- Fluent in CFO rigor, sales reality, and engineering constraints
- Builds systems: CRM, attribution, pipeline analytics, automation, board reporting
Elias Rizk
Operations & Execution Discipline Advisor
B2B SaaS & Digital Transformation
Highlights
- 15+ years optimizing execution discipline for growth—scaling companies by 400%
- Initiative governance and execution management across SaaS, healthcare tech, and e-commerce
- Data science and engineering rigor applied to operational decision-making
What makes Elias different
- Operational discipline and cost optimization without blunt cuts
- Installs governance that prevents sprawl without bureaucracy
- Manages execution load across cross-functional initiatives
Who This Is For
And who it's not
This is for you if:
- CEOs/CROs/CMOs/COOs/CFOs who need clarity across GTM and operations
- PE-backed and growth-stage B2B companies under EBITDA pressure
- Organizations with parallel initiatives across GTM, operations, and IT
- Leadership teams facing execution overload without clear stop criteria
- Companies preparing for scale or acquisition that need operational discipline
- Teams ready to make stop/pause decisions and reallocate capacity
NOT a fit if you:
- Are in early-stage (pre-$5M ARR) still seeking product-market fit
- Want functional outsourcing (marketing, ops execution) without decision discipline
- Can't or won't share data access (CRM, pipeline, operations metrics)
- Are unwilling to stop initiatives even when data shows they don't work
- Expect one person to execute everything with no internal ownership
- Need short-term cost cuts without building sustainable operating discipline
Most GTM and operations problems aren't execution problems. They're initiative discipline problems.
Too many initiatives, tools, and experiments—not enough stop decisions.
Make hard decisions without politics
Clear framework for what deserves investment vs. what should stop
Free budget & capacity before cutting people
Reallocate resources from low-impact work to high-value initiatives
Improve efficiency while increasing execution focus
Do less, better—with measurable impact on outcomes
The Core Problem We Solve Across GTM & Operations
Why traditional management approaches fall short
Initiatives accumulate faster than evaluated/stopped
Every quarter adds new programs, but nothing sunsets. Initiatives grow unchecked.
Capacity fragmented across low-impact work
Teams spread thin on too many things. High performers drown in context switching.
Tool & AI sprawl without linkage to outcomes
New tools promise efficiency, but no one measures actual ROI. Costs climb, value unclear.
Leadership lacks fact-based view of what drives results
Intuition and anecdotes guide decisions. Data systems are broken or nonexistent.
Operational initiatives without ROI or stop criteria
Process improvements and internal projects run indefinitely with no success metrics.
Execution load spills into leadership time
Executives spend time firefighting and coordinating instead of leading strategy.
The inevitable outcome:
Reactive freezes, blunt cuts, and mass cancellations when the board demands efficiency. Panic replaces strategy.
Our Core Focus
Five critical questions we help you answer
Which GTM and operational initiatives deserve continued investment?
What sales, marketing, or operational work should stop, pause, or simplify?
Where can AI remove manual work across GTM and operations vs add complexity?
How should budget and capacity reallocate as conditions change?
How do we prevent initiative sprawl from returning?
Execution discipline, not project management—applied across revenue and operations.
What You Actually Get
Concrete deliverables—not just recommendations
GTM Initiative Inventory + Scoring Model
Every program, campaign, tool, and motion mapped, categorized, and scored by impact, cost, and strategic fit
Stop/Pause/Double-Down Decision Log
Defensible recommendations with clear rationale—what to stop, what to pause, what deserves more investment
CAC & Pipeline Efficiency Breakdown
Channel-by-channel analysis with conversion rates, CAC trends, attribution gaps, and reallocation recommendations
Tool Rationalization + Savings Estimate
Complete tool stack audit with overlap analysis, underutilization metrics, and projected savings from consolidation
Board-Ready "Revenue Execution" Pack
Executive summary deck with initiative health, stop decisions, reallocation plan, and expected ROI improvements
Governance & Review Cadence Framework
Monthly initiative review templates, decision gates for new initiatives, and accountability mechanisms that stick
What This Is—And Is Not
Clarity on approach and expectations
This IS:
- A GTM & operations operating discipline that scales with the organization
- Focused on clarity, execution, and sustainability
- Designed for measurable, compounding returns
- Built on proven operator-led principles adapted to GTM and operations reality
- Pragmatic and action-oriented: results within weeks
- Transferable: capability stays after we leave
This IS NOT:
- A marketing, sales, or operations activity factory
- A heavy PMO or bureaucracy
- A "transformation" disconnected from revenue outcomes
- A tool implementation project focused on software over discipline
- One-size-fits-all playbooks with no customization
- A dependency-based consulting model
An Executive GTM & Operations Initiative & Execution Discipline Operating Framework
Five strategic lenses applied across GTM and operations
Value & Resource Allocation
Where dollars and capacity flow—and whether they align with actual outcomes
Initiative Prioritization
Scoring and ranking initiatives so you can make clear stop/pause/double-down decisions
Execution Capacity Management
Preventing team fragmentation by matching workload to capacity and eliminating low-impact work
Decision Rights & Governance
Who approves new initiatives, who can stop them, and how to avoid political paralysis
Performance Cadence & Review
Monthly initiative reviews with outcome tracking so discipline becomes habit, not event
AI as leverage, not noise
We use AI to automate reporting, eliminate manual work, and flag underperformance—not to add more complexity.
Where This Helps
Impact across your revenue and operations organization
Sales, GTM & Revenue Leadership
- Clear view of what drives pipeline
- Stop wasting capacity on low-yield motions
- Defend budget with data
- Improve conversion without adding headcount
Marketing & Operations
- Initiative audit across all functions
- Ruthless CAC and cost accountability
- Systems and processes that actually work
- Stop/pause recommendations with ROI backing
Finance & Executive Leadership
- Fact-based spending decisions
- Optimize before you cut people
- Governance to prevent future sprawl
- Board-ready reporting and discipline
Frequently Asked Questions
What is GTM & Operations execution discipline?
It's an operator-led framework for managing initiatives across revenue and operations functions. Instead of treating every project as equally important, we help you prioritize, stop low-value work, and install governance so execution capacity matches strategic priorities.
How is this different from management consulting?
We're operators, not consultants. Mishaal scaled MacroFab from $24M to $53M as VP Marketing. Elias has optimized execution across SaaS and healthcare tech. We work alongside your team, not above them—implementing systems that stick after we leave.
Who is this for?
CEOs, CROs, CMOs, COOs, and CFOs at PE-backed or growth-stage B2B companies ($10M-$100M ARR) facing initiative sprawl, execution overload, and EBITDA pressure. If you're running parallel initiatives without clear stop criteria, this is for you.
Why do you require a 3-month minimum engagement?
Real behavior change takes time. Month 1: we diagnose and make quick stop decisions. Months 2-3: we redesign workflows, install governance, and embed AI where it eliminates manual work. Anything shorter produces recommendations that sit in decks.
What if we only need help with GTM or only with Operations?
We scope to your reality. If your challenge is purely revenue execution, we focus on GTM. If it's operational efficiency, we focus there. Most organizations discover cross-functional dependencies—GTM initiatives depend on ops capacity, ops initiatives affect revenue workflows.
How do you use AI in engagements?
AI is a force multiplier, not a replacement for discipline. We use it to eliminate repetitive analysis (CAC tracking, pipeline reporting, CRM cleanup), automate workflows (lead routing, task assignment), and surface decision-relevant data. But AI without execution discipline just creates faster chaos.
Ready to install GTM & Operations execution discipline?
No pitch. No pressure. A substantive conversation about your reality.