fractional GTM for early and growth-stage companies

I’m Craig Ball. 

I run Certitum, a fractional GTM practice based in the Seattle area.

With over 25+ years in sales, sales leadership, channel building, and go-to-market roles—both inside companies and helping them from the outside. 

The through-line is the same: get the motion right, then execute with discipline.

I don’t sell vague “strategy.” I sell clarity and capacity.

Most engagements start with a conversation about where you are stuck—unclear ICP, messy messaging, inconsistent pipeline process, or simply not enough senior GTM bandwidth. 

From there we choose the lightest effective option:

• Pure advisory if you mainly need a strong sparring partner

• A fixed Foundation project if you need a clear plan and decision package

• Fractional capacity if you need someone to own and drive specific work

I stay close to the work. That means written notes, clear priorities, and regular reviews so you always know what’s moving and what isn’t.

I don’t run large agencies, manage big media budgets, or pretend to be a full marketing department. 

I’m most useful when the bottleneck is judgment, prioritization, and getting the GTM system working—not when you need dozens of campaign assets produced every month.