DISTILL
What matters.
What's next.
B2B technology leaders face a recurring problem: mountains of data, conflicting advice, vendor noise. Meanwhile, the actual customer problem gets lost.I help CEOs, CMOs, and Venture/Private Equity investors and operators cut through the complexity that surrounds them, distilling the noise to what really matters, enabling them to execute competitive positioning and go-to-market strategy that drives growth.
I've been in tech for 25 years. I've seen this pattern before.Every wave brings the same mistake: Vendors position for tomorrow while customers are stuck on today.Here's what experience teaches you: Technology changes. Customers' problems don't.Your job isn't to be on the cutting edge of AI. Your job is to be on the cutting edge of understanding your customers.What problems are they actually trying to solve today?Answer that, and what's next becomes obvious.
I've been in tech for 25 years. I've seen this pattern before.Every wave brings the same mistake: Vendors position for tomorrow while customers are stuck on today.Here's what experience teaches you: Technology changes. Customers' problems don't.Your job isn't to be on the cutting edge of AI. Your job is to be on the cutting edge of understanding your customers.What problems are they actually trying to solve today?Answer that, and what's next becomes obvious.
The Distillation Process
An engagement to isolate essential truths and deliver a plan—not a shelf document.
COLLECTION
Gather everything: Performance data. Competitive trends. Customer feedback.
REFINEMENT
Pressure-test assumptions. Remove what obscures truth. Separate signal from noise.
DISTILLATION
Reduce to essence: The 3-5 truths that should guide your strategy.
DELIVERY
Deliver the Distillation: 10-15 pages. The truths that matter. The moves that follow
COLLECTION
Gather everything: Performance data. Competitive trends. Customer feedback.
REFINEMENT
Pressure-test assumptions. Remove what obscures truth. Separate signal from noise.
DISTILLATION
Reduce to essence: The 3-5 truths that should guide your strategy.
DELIVERY
Deliver the Distillation: 10-15 pages. The truths that matter. The moves that follow
I founded Distill because I was tired of watching smart leaders get buried under complexity that didn't need to be complicated.The gap I saw:CEOs, CMOs, and their investment partners don't need more vendors or more analysis. They need someone who can help them see clearly: where to compete, how to position, what customers actually care about.Someone who's ridden these hype cycles before and isn't intimidated by them.How I work:I help leaders of commercial enterprises, from high-growth private companies to public entities, make confident decisions about competitive positioning and go-to-market strategy. Once those are solidified in the Distillation deliverable, I work with teams to develop executional plans and the organizational structure to support it.
I founded Distill because I was tired of watching smart leaders get buried under complexity that didn't need to be complicated.The gap I saw:CEOs, CMOs, and their investment partners don't need more vendors or more analysis. They need someone who can help them see clearly: where to compete, how to position, what customers actually care about.Someone who's ridden these hype cycles before and isn't intimidated by them.How I work:I help leaders of commercial enterprises, from high-growth private companies to public entities, make confident decisions about competitive positioning and go-to-market strategy. Once those are solidified in the Distillation deliverable, I work with teams to develop executional plans and the organizational structure to support it.
Gail was an early marketing innovator at SAP, leading the transformation of sap.com, accelerating the growth of our customer community, and pioneering our branded social media. Her work set a new standard for how marketing can drive connection and impact.
Maggie Chan Jones
Former CMO of SAP, Board Director, Founder
Gail was an early marketing innovator at SAP, leading the transformation of sap.com, accelerating the growth of our customer community, and pioneering our branded social media. Her work set a new standard for how marketing can drive connection and impact.
Maggie Chan Jones
Former CMO of SAP, Board Director, Founder
As a long-standing board member of Juma, Gail has been a strategic partner to me through many business cycles, asking smart questions and working alongside our team to drive growth. Her purpose-driven leadership and commitment to execellence was unwavering.
Adriane Armstrong
Former CEO of Juma Ventures
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Maggie Chan Jones
Former CMO of SAP, Board Director, Founder
Find out more about how I can help you team strengthen your positioning and go-to-market strategy.
