who
Real taste. Craft, not volume.
The person who takes your brief is the person writing your copy. No hand-off. No translation layer. Accountable for whether the number moves.
the operator
Kesava Mandiga. Twenty years between the buyer and the product, across six functions. Founding PMM at Wingman through the Clari acquisition. First marketer at Fincent. Head of PMM at JustCall. Saw the same dysfunction in enough rooms that building a different model stopped feeling optional.
most useful when
- The product is good but the story is blurry
- Sales is improvising the value prop
- The website explains features, not buying triggers
- The team has proof but no proof architecture
- You want a sharper narrative without hiring a full agency
the arc
Frontline.
First marketer.
Founding PMM.
Head of PMM.
Now the agency.
the system
Substrate is the open-source GTM operating system this practice runs on. MIT licensed and deployed. The framework is not the moat. The people and the outcomes are.
read Substrate on GitHub