I've spent my career fixing the part B2B founders skip.
At Uber. At startups. Great products, no system underneath them. That foundational, unglamorous work is what makes everything else possible.
The Story
Most B2B founders I work with have already figured out the hard part.
The product is real. Customers are paying. The team believes in it.
What hasn't been built yet is the system that makes the next hundred customers as easy as the first ten. No documented process. No pipeline anyone trusts. No plan for what happens after a customer signs. Revenue still runs through the founder, personally, because there's no infrastructure underneath it.
I've watched this pattern play out dozens of times. At Uber. At the startups I joined after. In every engagement I took on. The founders weren't failing at growth. They were failing at foundation.
I spent years inside one of the most operationally rigorous companies in the world, managing a $234M+ revenue portfolio across sales, account management, and marketplace operations. I built teams. I built systems. I watched what happened when infrastructure was in place, and what happened when it wasn't.
When I left to work with early-stage companies, the gap hit differently.
These were founders with real products, real customers, real ambition. Zero system underneath it all. I'd come in to help and find a CRM that nobody used, a sales process that existed only in the founder's head, and churn quietly eating whatever the sales team managed to close.
The problem wasn't their product. It was never their product. It was that nobody had built the groundwork.
That frustration is what Groundwork is built on.
I'm Erika. I work as a fractional GTM partner for B2B founders at pre-seed, seed, and Series A. The stage where you have traction but no repeatable way to sell, retain, or expand. I embed with your team, scope the 3-4 priorities that matter most for your stage, build the systems, and hand you the keys.
I'm not a consultant who hands you a strategy deck. I'm in your Slack. I'm in your CRM. I'm on your pipeline reviews. When the engagement ends, you have a documented playbook your team can run without me on every call.
That's what the groundwork looks like.
Want to talk about what the groundwork looks like for your company?
