JJ WorkmanGTM leader
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JJ Workman

JJ Workman · GTM leader

What it's like to work with me

I came to marketing by way of sales. I treat growth like a lab, I measure everything that matters, and I build with AI every day. These are the principles I bring to every team I join.

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Guiding Principles

1

Pipeline is the point

Marketing exists to create qualified pipeline and to earn a good name in the right circles. If it doesn't create pipeline or improve decision quality, it doesn't survive the week.

2

Go-to-market is a lab

Hypothesize, build, measure, learn, compound. Measurement comes before the experiment, every test gets a kill criterion before it launches, and losers get cut without sentimentality.

3

Win one, then scale

I started in sales, winning one heart and one mind at a time. The message that wins a buyer in the room is the one worth taking to one-to-few and one-to-many.

4

Speed and quality together

They are not tradeoffs. Clear guardrails and tight feedback loops make both possible, and the bar stays high because it stays consistent.

5

Build on what's working

Most teams already have something great. I find it, amplify it, and ask for context before I change anything.

6

AI is how the work gets done

I've been building with AI since late 2022 because it was the obvious lever. Today I build and ship tools myself every day, and I'll often show you a working draft instead of describing one.

How I Make Decisions

Every bet runs through the same five steps. Each step has one rule that governs it.

  1. 1Hypothesize
    No marketing theaterIf it can't create pipeline or improve decision quality, it doesn't make the list.
  2. 2Build
    Speed and quality togetherClear guardrails and tight feedback loops make both possible.
  3. 3Measure
    Instrument before launchIf we can't read a result, we're not running a test, we're spending money.
  4. 4Learn
    More than one attribution lensFirst touch, the touch that led to a meeting, the middle, and what the buyer told us in their own words.
  5. 5Scale
    Allocation criteria set up frontWinners get more budget. Losers get shut off without a debate.

Working Together

What you can count on from me

  • Clarity firstThe decision or the ask comes first, then the context.
  • Numbers in the openOne scorecard everyone reads the same way, so no one has to ask where things stand.
  • No theaterEvery meeting has a decision to make, and every program has a number it answers to.

What I'll ask of you

  • ContextTell me what's been tried and why before I reinvent it.
  • CandorWhen something I ship misses, I'd rather hear it in week one than in week eight.
  • The customer's voiceAccess to real conversations with buyers. The best messaging is usually already in their words.

Values

The values we teach our kids.

Anchors

Specialties

Outcomes

$200M+Sales-qualified pipeline created across my last three roles
$75M+Newly booked ARR across those same three roles
  1. TapcartVP Marketing and VP Growth · 2021 to 2025

    101% ARR attainment and 103% pipeline attainment across 17 quarters, at $0.39 cost per sales-qualified pipeline dollar and $0.91 cost per booked ARR dollar.

  2. PatientPopHead of Digital Marketing · 2017 to 2021

    Exceeded the sourced-ARR target in 12 of 13 quarters, with CAC payback of 7 to 11 months sustained across 4 years.

  3. OMNI Online SolutionsNational Sales Director and Director of Digital Advertising · 2012 to 2016

    Grew revenue from sub-$1M to $15M+ (20x+) and established top 1% Google Partner status.

More detail on LinkedIn.