Helping early-stage startups get clear on their story and build a GTM engine that actually scales.
I help startup founders and GTM leaders turn messy early traction into a clear go-to-market strategy, sharp positioning and messaging, and a repeatable revenue engine.
Product marketing services for early-stage & growth startups
Positioning & Messaging
A fast, insight-driven sprint to clarify who you serve, which problem you solve and why you win. Ideal for startups who feel their story needs polishing.
• ICP + persona clarity
• Core value proposition & narrative
• Messaging hierarchy for website & sales
• SEO-aligned copy for key pages
GTM Spine & Sales Enablement
Build your first repeatable go-to-market system: from positioning and pricing through to sales narratives, battlecards and objection handling that your team can actually use.
• Sales deck & talk track
• Competitive positioning & battlecards
• Qualification & discovery structure
• Early-stage sales enablement system
Lean Launch & Pricing Experiments
Launch new products or features with a tight, focused set of GTM assets and a pragmatic, experiment-led approach to pricing and packaging for B2B SaaS.
• Lean launch checklist and release plan
• Launch messaging & landing pages
• Pricing & packaging hypotheses
• 30–60 day beta and launch strategy
A simple, low-friction process built for busy founders and lean teams.
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Discovery & GTM health check
We review your existing GTM: ICP, pitch, website, sales assets, pipeline and feedback. The goal is to quickly map where your product marketing is helping or holding back growth.
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Insight sprint & narrative design
Short, focused research: customer calls, win/loss snippets, product usage and team interviews. From there we design your positioning, category point-of-view and core narrative.
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GTM spine & enablement build
We turn the narrative into practical assets: sales deck, battlecards, discovery questions, website copy, launch briefs and a simple GTM playbook your team can run.
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Iterate, measure & scale
Product marketing only works if it moves numbers. We look at win rates, deal velocity, pipeline quality and launch performance, and iterate until the GTM system feels repeatable.
What did this translate to in the real world?
Built a stronger narrative and designed the first GTM spine
Focused on shortening the time-to-value for every new user signing up for the product.
Accelerated top-of-funnel growth with rich, research-backed content
Combined industry insight, SEO strategy, and storytelling to expand reach among enterprise and government stakeholders
Designed a reactivation playbook to boost retention
Brought users back into the product by pairing seasonal insights with an insight-led reactivation plan.
Words From People I’ve Worked With
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We needed someone who could refine and redesign our value proposition to clearly highlight our strengths in cloud infrastructure, data management, and our near-100% client retention rate across industries. Cheryl helped us craft a compelling narrative while modernizing the look and feel of our website and sales assets. She quickly understood our needs and offered flexible engagement options that helped us achieve the best possible outcome within our time and resource constraints.
VP, Technology and IT services company
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Whether she was engaging users directly or running campaigns that reached over a million people, Cheryl had a remarkable ability to uncover creative themes that connected with and inspired our audience. She built impactful growth and loyalty programs, drove adoption through thoughtful feature testing and promotion, and seamlessly managed multiple releases across product verticals. Beyond the work itself, her instincts, empathy, and leadership made her an exceptional teammate and a tremendous asset to every team she collaborated with.
VP of Marketing, Series B–funded EdTech startup
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What made working with Cheryl so easy was the dedication and energy she brought from day one. She’s not just a great writer — her curiosity and ability to manage multiple workstreams at once made her an invaluable partner to the broader team, well beyond marketing and sales.
Founder, AI-driven solutions startup for retail and fashion
Hey👋, I’m Cheryl.
I’m a Product Marketing expert specializing in helping early-stage and growth-stage startups build their first repeatable go-to-market motion. My work focuses on translating founder vision, product intuition, and incomplete early-market signals into clear positioning, compelling narratives, and scalable messaging that accelerates customer adoption and builds investor confidence.
Where most early startups struggle with GTM chaos — unclear ICPs, fragmented messaging, founder-led sales, and ad-hoc launches — I build the frameworks, processes, and assets that transform raw early traction into predictable revenue.
I build the GTM foundations most startups don’t realize they need until it’s too late.
If your startup is reaching the point where GTM needs to mature beyond founder instinct and ad-hoc selling, I help you build the structure and momentum to scale.
Looking for clearer positioning, a stronger narrative, and a repeatable go-to-market plan?
Let’s make that happen.
hello@cheryljoywrites.com
+49 1721311146
Berlin, Germany
In the early stage, you don’t win by out-modeling bigger companies. You win by out-listening them. Find out how human insight becomes your competitive edge in storytelling and positioning.