Building got easier.Distribution is hard work.
Paradigm Consulting is a San Francisco GTM practice. I map who to reach, build the system that reaches them and run it with you or alongside your marketing / sales team.
Why Paradigm
Distribution is how a product reaches the people who should buy it. Doing this right is now more multi-faceted than ever.
AI has made building cheap. More products ship every month, and most are good enough. What is scarce is the attention of the right buyer.
The same strategies don't work. Inboxes, feeds and calendars are full of automated outreach, and buyers have learned to ignore it.
So how do companies building a great product get smarter and more human at once? Systems do the research, the routing and the follow-up. With Paradigm, a person does the editing, the testing of platforms, the best way to scale attention, reach buyers, and start more conversations.
Writing
Intelligently crafted prompts and refinement so that you have a person who edits until it sounds like you, and also deeply understands your buyer.
Consideration
Every touch reflects research into the account, the person and the moment. Relevance and snappiness beats volume.
Mastery
Judgment on what to test, what to cut and when to push, from someone who has run many successful motions that have scaled new business.
Previous Clients
What you need depends on your stage
A pre-seed company and a Series A company both need distribution. They need very different help getting it.
Pre-seed
Phase 01
Map
Map decides who to reach, where and with what, before anything gets built.
I start by listening, then put the whole plan on one page.
What happens
- 01
Listen
Your calls, your CRM and your team: what works, what is stuck and where deals stall.
- 02
ICP mapping and exploration
Who buys, who signs and who blocks, plus the edge segments worth testing.
- 03
Journey mapping
Every step from first touch to signature, with the stakeholder at each one.
- 04
Channel ideation
A short list of channel bets, each with a small test attached.
- What you get
- One page: ICP, buyer journey and channel plan, agreed before the build starts.
- Automated
- Account research, list enrichment and call transcript review.
- Human
- Choosing the segment, reading what buyers meant on calls, deciding which bets to make.
- What I need from you
- Call recordings, CRM access and time with the founder and the people who sell.
Phase 02
Build
Build turns the map into a working system: the messages, the materials and the tooling that reach the people on it.
I build the system once, so your team can run it every week.
What happens
- 01
Messaging and materials creation
Sequences, one-pagers, decks and case studies with a clear point of view.
- 02
Outbound prospecting system
Researched lists and sequences across email, LinkedIn and phone.
- 03
Inbound qualification and discovery
Routing, qualification criteria and a discovery framework, so good leads get fast follow-up.
- 04
Call preparation
Templates for account briefs, stakeholder maps and question plans.
- 05
Sales tooling and AI process optimization
CRM, enrichment and the automations that take repetitive work off sellers.
- What you get
- A working outbound and inbound system, a materials library and a written playbook.
- Automated
- Research, list building, enrichment, routing, note taking and first drafts.
- Human
- Final copy, anything sent to a named account, and the call on what not to automate.
- What I need from you
- Tool access, your brand voice and one person who can approve copy quickly.
- From experience
- I was the founding SDR at Samba TV, where I built outbound from scratch. I averaged +$2M in influenced revenue annually.
Phase 03
Distribute
Distribute runs the system in market, measures what moves pipeline and ends with your team owning it.
I run it alongside you until it works without me.
What happens
- 01
Channel testing and learning
The bets from the map go live. I review weekly and keep what earns pipeline.
- 02
Marketing coordination
Events, video, LinkedIn strategy, case study highlights and product feature showcases, planned and run alongside the sales motion.
- 03
Conversations
Outbound and inbound run day to day, with a prepared brief before every call that matters.
- 04
Proposal definition
Scope, pricing structure and narrative, so yes is an easy answer.
- 05
Sales excellence
Call reviews and coaching that raise the floor for the whole team.
- 06
Hand over
Your team owns the playbook, the systems and the skills. I stay on call if you want me.
- What you get
- Pipeline from tested channels, a weekly readout and a team that can run the motion alone.
- Automated
- Sequencing, follow-up, reporting and CRM upkeep.
- Human
- Replies, calls, proposals and coaching.
- What I need from you
- Sellers’ time for calls and reviews, and fast feedback on lead quality.
About Paradigm
One consultant, no handoffs. The person who maps the plan builds it and can help run it with you.
Paradigm is TJ Pettit's individual consulting practice. There is no bench of juniors and no account manager in the middle: you work with me from the first call to the hand-over.
I have helped design strategic motions that combine a marketing mindset with sales know-how.
I'm based in the San Francisco Bay Area and work with teams wherever they sell.
Work together
Start with a conversation.
Tell me what you sell and what your pain points are across marketing and sales. I'm happy to take a first call if you're actively interested in growing a product-led business.
A first call
No deck. I talk through your product, your buyers and what you have tried.
Rough outline of Map
You see a strategic plan of the first 30 days on one page before we commit to working together.
Working Together
The Map, the Build, the Distribute including a playbook, the systems, the accounts, and the KPIs for building a long-standing relationship.
What you own
The map, the playbook, the systems, the accounts and the data. Nothing is locked to Paradigm.
The person behind it
You work directly with TJ Pettit from the first call to the hand-over. About Paradigm