Pre-seed → SeedVertical SaaS
Cut CAC by 41% before raising.
Repositioned around a single ICP, killed three channels, doubled down on outbound + ABM. Closed $3.2M seed 4 months later.
Case 01Read more →
GTM Advisory · Tel Aviv → Global
Most founders skipstraight to step 4.That's exactly the mistake.
Strategic marketing for early & growth-stage founders. I build the GTM other people sell you a deck about.
The unfinished circle
01Services
Three ways we work together.
Pick the one that matches where you actually are — not where the pitch deck says you are.
01
GTM Advisory
You have signal but no system.
- — Positioning + ICP audit
- — Channel & message-market fit
- — Funnel + reporting setup
- — Bi-weekly working sessions
Engagement
3-month engagement
Best for
Pre-seed to Series A
02
Fractional CMO
You're ready to lead, not learn.
- — Own the marketing function
- — Hire & coach the first team
- — Board-level reporting
- — Hands-on, not just strategic
Engagement
2-3 days / week
Best for
Seed to Series B
03
Workshops
Your team is misaligned on GTM.
- — ½-day intensive on-site
- — Founders + sales + marketing
- — Built around your actual data
- — You walk out with a framework
Engagement
4–8 hours
Best for
Any stage with a team
02GTM Framework
4 steps before tactics.
Most decks jump to step 4. The first three are why companies stall.
01
Define the North Star
Goals, team size, hiring path. Day-one alignment.
02
Find the low-hanging fruit
What's already working that nobody is leveraging?
03
GTM workshop with the right people
Founders, product, sales. No alignment, no traction.
04
Build a flexible framework
3-4 columns max. More than that = a wishlist, not a strategy.
↓ Most people start here.
03Selected work
A short list. On purpose.
I take on 4-6 engagements a year. These are the ones I can talk about.
Series ADev Tools
From 2% to 9% trial-to-paid.
Rewrote the activation flow as a marketing surface, not a product one. Onboarding emails do the selling product can't.
Case 02Read more →
Series BB2B Fintech
Built the marketing org from one to seven.
As fractional CMO: hired the team, set the ops, handed it to a full-time hire after 14 months.
Case 03Read more →
WorkshopClimate tech
GTM workshop after a pivot.
Two days. Founders + new VP Sales. Walked out with positioning, ICP and a 90-day plan.
Case 04Read more →
04What founders say
No fluff. Receipts.
Pe'era is the only advisor who told me what to stop doing. That's rarer than you think.
Walked into the workshop with 14 channels. Walked out with 2. Best afternoon of the quarter.
She doesn't hand you a deck. She hands you a Monday-morning checklist.
Most consultants tell you what you want to hear. Pe'era tells you what your board is going to ask in 6 months.
05Workshops & speaking
Half a day. Whole new map.
Run on-site or in your favorite Tel Aviv café. Min: founders + sales + marketing in one room.
01
GTM workshop
Duration
½ day
For
Founding team + first GTM hires
Outcome
Positioning, ICP, 90-day plan
02
Marketing audit
Duration
1 day
For
Companies post-seed with a CMO
Outcome
Funnel teardown, channel ROI, hiring map
03
Talks & panels
Duration
30–60 min
For
Founder communities, accelerators, VCs
Outcome
See past topics →
06Writing
From the LinkedIn lab.
I post weekly. Mostly on what GTM looks like when the spreadsheet stops cooperating.
Series
3 questions I ask founders when their numbers look too good to be true.
4 min · 312 reactionsMar 11
Framework
The NDR test: 3 GTM tricks whose time has passed.
6 min · 487 reactionsMar 08
Rant
Most people start at step 4. That's the bug, not the feature.
3 min · 822 reactionsFeb 22
Note
On hiring your first marketer when you're still the marketer.
2 min · 198 reactionsFeb 17
07About
Pe'era Feldman
Strategic Marketing Advisor
Fifteen years in B2B marketing — seven of them inside startups, eight advising them. I've led marketing through one acquisition, two pivots, and more "we need a website by Friday" sprints than I care to admit.
I work with founders who are tired of strategy-as-a-deck. The companies I take on get a thinking partner who'll also open the CRM with you on a Tuesday.
Based in Tel Aviv. Working in English and Hebrew. Allergic to vanity metrics.
15
Years in B2B
40+
Companies advised
EN · HE
Languages
Tel Aviv
Based in
08Let's talk
Book a 30-minute discovery call.
No pitch deck. No "let me check my calendar." Tell me what you're building, I'll tell you if I can help.
I reply within 48h. If I can't help, I usually know who can.