AperoAdvisors

GTM engineering for complex markets.

We work with B2B teams to understand how their business actually works, then build the data, systems, workflows, and operating motions that make growth repeatable.

Teams we've built for

Raintree Systems
FranConnect
Clientbook
Trackstar
Serent Capital
Raintree Systems
FranConnect
Clientbook
Trackstar
Serent Capital

Context is the thing which is scarce. We build GTM systems custom to your business, team, and market.

No two companies are the same
Most go-to-market work fails because it's running someone else's playbook, not your own. We make sure to capture reality around economics, sales cycles, team structure, data quality, market dynamics, before we ever say a thing.
First principles drive our thinking
We break down complex problems to their most basic, foundational truths, things we agree are 100% true, and build solutions from scratch. This often means that classic "GTM" plays don't even make our list, while nuanced account enrichments and unconventional workflows do.
We are holistic and experimental
Our experience allows us to generally span the universe of bets a B2B company can make for their GTM. We structure a series of executable bets and keep stakeholders aligned, while helping teams rapidly learn from their experiments.

Every engagement touches the same four layers, in different proportions.

Accounts
Who is worth talking to. Sourcing, scoring, and the data that makes the list defensible instead of a database export.
Channels
How you reach them. Email, phone, LinkedIn, dinners, conferences, webinars, SEO/AEO, founder content, and the sequencing between them.
Messaging
What you say. Offer, narrative, and the tests that tell you what is actually landing.
The system that wraps around all three
The boring CRM work nobody wants to own, plus the fun part: agentic workflows, custom data assets, and the automations that keep the first three layers honest. This is where most engagements live longest.

Example stacks

Every business needs something different.

HubSpot shop, calling-led

Inside sales team, high dial volume, marketing and sales sharing one portal.

Accounts: Apollo/Clay/Google Maps scraping
Channels: Kixie/Smartlead/HubSpot Sequences
CRM: HubSpot
What we add: Custom scoring/Lead routing/Dial list refresh

A lot of teams have CRMs, enrichment tools, and outbound systems that don't talk to each other. These are shapes we've worked inside, and the sorts of problems we fix.

Market construction: Deduplicated account and contact universes for markets that cannot be downloaded from a conventional database.
Incumbent intelligence: Identify what prospects use today, how embedded it is, and where switching may be plausible.
Signal systems: Detect projects, permits, hiring, funding, ownership changes, and buying events, then route them into CRM.
CRM and revenue systems: Fix the data model, ownership, routing, reporting, and automation that hold the commercial motion together.
Outbound systems: Build the infrastructure, sequencing, deliverability, calling, and reply routing needed to operate outbound reliably.
Lifecycle and expansion: Create reactivation, next-purchase, customer-health, and expansion workflows around the existing customer base.
Embedded GTM engineering: Ongoing technical and operational capacity when the commercial system needs to be maintained and improved, not merely delivered.

Vertical vendors in complex markets: You sell to fragmented operators, facilities, public entities, or specialized buyers that conventional databases and standard playbooks cannot represent accurately.
Growth PE-backed operators: You are in the first two years after acquisition with a sponsor investing in growth, not simply reducing costs. The opportunity is clear, but the CRM, data, sales process, hiring, and channels need to be rebuilt or standardized quickly.
Early commercial teams: The product works, but account selection, channels, CRM ownership, and measurement do not yet form a repeatable system beyond founder-led sales.

In their words

Operators and investors who have worked with us on GTM systems, data, and rollout.

“Michael and Apero's team were instrumental in helping us build and score our entire TAM against dozens of use cases. Then they helped us run cold outbound and conference outbound, which has generated hundreds of thousands in pipeline for us.”
Jeremy Schneck/Trackstar
“Apero Advisors has lifted GTM performance at many companies where we've worked together. Their team built agentic workflows for account targeting and data enrichment, which changed where our reps spend their time, driving up pipe gen and win rates. Apero's team ramps fast on each new market, think like operators, and work directly inside our systems (or help build them!) to make sure the team can run without them. Easy recommendation!”
Max Yelsky/CRO, Serent Capital portfolio company
“We came to Apero with a complicated contact sourcing and enrichment problem for our space, and they showed up to the kickoff with the MVP already shipped and ready for our review. As we've continued to iterate on the process and roll it out across our portfolio, they have served as true partners to our local teams to unlock new capabilities and give them time back.”
Evan Rosenburgh/Operating Executive, Stayterra
“We were starting from nothing: no list, no sequences, no system. Apero built the whole origination engine from scratch, and we were seeing reply rates around 40 percent. It changed where our deal flow comes from.”
Hans Liang/Unity Investments