Founder, operator and angel — not a consultant who has only advised from the outside.

I’m Martin — a GTM operator for early-stage B2B startups. For 15+ years I’ve built and scaled go-to-market in tech and industrial markets. Today I split my time between two roles: as co-founder of HORYZON Systems I am building counter-drone defense technology, and as a fractional GTM operator I work hands-on with a small number of founders. Defense tech is not just a market I advise in. I am building in one.

I started as a founder, not as an advisor. At RISE Technologies I learned that interest is not traction: plenty of conversations, too few closed deals. What fixed it was not more outreach, but structured pilots, an honest evaluation and a clear decision afterwards. That is why I work process first, volume second — and why I take on only a small number of teams. I would rather be inside the work than comment on it from the side.

Revenue isn’t usually the problem — the absence of a repeatable process is. At idea stage, customers come from luck or network, not a process. At pre-seed to seed, first customers exist but there’s no clean sales process and PMF isn’t proven yet. At late seed to pre-Series A, traction pressure is highest and the window is shortest — that’s where I help most.

I work with B2B founders in manufacturing/Industry 4.0, logistics & supply chain, construction & real estate, cybersecurity and defense-tech — idea stage through pre-Series A. If you’re preparing to raise, I can also make an introduction into my own investor network — a byproduct of the work, not the offer itself.

Having built and scaled ventures myself, I understand the emotional and day-to-day challenges founders face — from tough decisions to constant pressure. I work alongside them to bring clarity, structure, and practical support, so they can focus on growth without losing momentum. Capacity is limited by design: one fractional engagement and one GTM Review at a time, alongside my work on HORYZON Systems.

Outside of work, I’m a husband, father, and avid table tennis player and coach. As a youth coach in high-performance sports, I bring the same energy and focus on achieving the best possible results as I do to helping startups grow.

Angel investments

WRITING

Beyond Founder Sales

Notes on GTM, sales process and what actually breaks growth at the early stage — written from doing it, not just advising it.

read on Substack →