Meet the Founders
GTM systems and revenue operator expertise meets operational discipline, initiative governance, and execution capacity management.
Mishaal Murawala
Fractional Executive &Operator-Builder
B2B SaaS, Products and Services
Mishaal has spent 15+ years building and scaling GTM engines in B2B SaaS and hardware/manufacturing environments—places where technical products meet technical buyers and operators must balance CFO rigor, sales reality, and engineering constraints.
As an Executive at MacroFab, Mishaal scaled revenue from $24M to $53M and built a successful PLG motion in a traditionally sales-heavy manufacturing tech space. Before that, he led marketing at TCP Software (PE-backed) and ran global digital operations at Tektronix.
Mishaal holds a Master of Engineering Management from Case Western Reserve University and is a Six Sigma Green Belt. He specializes in CRM architecture, attribution systems, pipeline analytics, board reporting, and marketing automation—building the infrastructure that makes GTM predictable and defensible.
What makes Mishaal different:
Deep GTM execution for technical products
Built demand gen engines for complex technical buyers who need education, not just lead capture.
Fluent in CFO rigor and sales reality
Speaks finance language while understanding the messy realities of how deals actually close.
Builds systems, not campaigns
CRM architecture, attribution, pipeline analytics, automation—infrastructure for predictable revenue.
Proven PLG in non-obvious markets
Built product-led growth in manufacturing tech—proof that PLG works beyond pure SaaS.
Elias Rizk
Initiatives & Execution Discipline Advisor
B2B SaaS, Products and Services
Elias brings 15+ years of initiative optimization and digital transformation experience—scaling companies by 400% through disciplined resource allocation, governance, and execution rigor.
He has led growth initiatives across healthcare technology, SaaS, and e-commerce, with roles including Growth Consultant at Medinno Lab (digital healthcare transformation), Chief of Growth at MedYed, and Growth Consultant at Data Broom (Salesforce/HubSpot automation). He also founded ebCard and served as an Director of Product Management at TrueCommerce.
Elias holds an Engineering degree from Saint Joseph University and a Master of Data Science from Harvard. He applies data science and engineering discipline to decide what deserves investment, what should stop, and how to prevent initiative sprawl from returning.
What makes Elias different:
Execution discipline with data science rigor
Uses quantitative methods to prioritize initiatives and allocate resources based on impact.
Stops things without political paralysis
Makes hard decisions with data backing—eliminating low-value work before cutting people.
Governance that prevents drift
Installs review cadences and decision rights so discipline sticks after the engagement ends.
AI-enabled execution optimization
Applies AI selectively to remove manual work, not add complexity or tool sprawl.
How We Think
Operators, not theorists
We've built the systems, scaled the revenue, and managed the board decks. We know how GTM actually works—not how it looks in frameworks.
Portfolio discipline, not project management
Managing GTM like a CFO manages capital allocation: continuous review, rebalancing, and ruthless prioritization.
Stop decisions before headcount cuts
Most companies can free 20-40% of capacity by stopping low-yield initiatives. Optimize before you cut people.
Systems over heroics
We build CRM infrastructure, attribution, automation, and governance—so execution isn't dependent on individual heroics.
Let's Have a Conversation
No pitch. No pressure. A substantive discussion about your GTM portfolio challenges and whether we can help.
Mishaal Murawala
Fractional CMO + Operator-Builder
Elias Rizk
Portfolio & Execution Discipline Advisor
About the Founders FAQ
Why did Mishaal and Elias partner on this?
Mishaal brings deep GTM execution expertise (scaled revenue $24M→$53M at MacroFab, built PLG in manufacturing). Elias brings operational discipline and portfolio management rigor (scaled companies by 400%, healthcare tech and SaaS experience). Together, they cover both revenue and operations—the two areas where initiative sprawl kills growth.
What makes you different from other consultants?
We're operators, not career consultants. Mishaal was VP Marketing at a $53M manufacturing SaaS company. Elias scaled healthcare tech and e-commerce operations. We've lived the chaos of initiative sprawl, execution overload, and board pressure. We install systems we'd use ourselves—not theoretical frameworks disconnected from reality.
Do you work together on every engagement?
Depends on scope. If your challenge is purely GTM, Mishaal leads. If it's purely operations, Elias leads. For combined GTM + Operations work (most engagements), we collaborate. You get both perspectives—revenue execution meets operational discipline—without paying for two full-time consultants.
What types of companies do you typically work with?
PE-backed and growth-stage B2B companies ($10M-$100M ARR) facing EBITDA pressure, initiative sprawl, and execution overload. Most are technical products sold to technical buyers (SaaS, hardware, manufacturing tech, healthcare IT). If you're drowning in parallel initiatives without clear ROI, we're a fit.
How can I learn more about your approach?
Schedule a conversation. We'll discuss your specific challenges, how we'd approach them, and whether we're the right fit. No pitch decks—just a substantive conversation about your reality. Reach out via the contact page or connect with us directly on LinkedIn.
What to Bring to Our First Call
Helpful (but not required):
- Current list of GTM initiatives or campaigns
- Recent pipeline or funnel metrics
- CAC by channel (if you track it)
- Tool stack list (marketing & sales)
Questions to think about:
- What GTM challenges keep you up at night?
- Which initiatives would you stop if there were no politics?
- What do your board/investors ask about most?
- Where do you lack visibility or confidence?
Don't worry if you don't have all of this—we'll help you figure it out during discovery.
What to Expect
Discovery Call
30-45 minute conversation about your GTM portfolio, challenges, and goals.
Fit Assessment
Honest conversation about whether we're the right fit for your needs.
Next Steps
If there's alignment, we'll discuss engagement options and timeline.
Prefer a more direct approach?
Email or LinkedIn message works too—we respond to all inquiries within 24 hours.