About me
I'm Anna Ursin, a fractional go-to-market lead for B2B SaaS and tech companies. Based in Finland, working across the Nordics and Europe.
I help B2B SaaS and tech companies that have found product-market fit but haven't built a systematic go-to-market engine yet. The typical company I work with is under 5M EUR ARR, has a small team, and is growing — but growth is driven by the founder's network or accidental inbound, not a repeatable system.
What "fractional GTM lead" means
I'm embedded into your team — not an agency delivering from the outside, not a consultant who drops off a slide deck, and not an expensive full-time CMO hire. I'm both strategic and hands-on: I set the direction and make things happen. Think of it as having a senior GTM leader who's done this multiple times, sees the patterns, and knows what to focus on first. For a fuller breakdown of the role, see what is a fractional GTM lead.
How I think about GTM
Engine over random acts
Every activity should connect to a system. If it doesn't build the engine or reinforce other parts, it doesn't make the priority list. Focus means saying no to things that spread your resources too thin — even when they sound like good ideas.
Data-informed, not data-blind
I start from the founder's understanding of the market — they know things no spreadsheet can tell you. Then I validate with data. GTM needs both vision and evidence. No wishful thinking, but no spreadsheet-only strategy either.
Build capability, not dependency
The goal is to make myself less needed over time. Front-load support, build the engine, train the team. The best outcome is when a client graduates.
Validate before scaling
Don't run experiments on channels when you don't understand what role they play in your GTM. Some are measurable, some aren't — founder LinkedIn posts and events won't show up in attribution. Understand the system first, then invest.
Background
10+ years in B2B SaaS go-to-market. Head of Marketing / Head of Growth roles in international growth companies. Agency and consulting work before and between. Fully independent since 2025.
AI as a force multiplier
AI doesn't replace thinking and strategy — it reinforces them. I help teams make AI actually work for their GTM — building a "context OS" that codifies everything your LLM needs to know, plus automations for the repetitive work — so a small team performs like a bigger one.
See what a systematic GTM engine could look like for your company
A 30-minute conversation about where you are and what a systematic go-to-market could look like for your company.
Book a discovery call