Turn a Strong Product Into a Stronger Business.
You may already have a good product. What might be lacking is a clear sales process, the right market focus, or enough senior commercial capacity to turn opportunities into predictable revenue.
That is where I come in. My name is Pavel Martynenko.
I help B2B technology companies sharpen their commercial approach, enter new markets, build stronger pipelines, and close more of the right business.
Pavel Martynenko
Founder · Pitch to Market
The Story So Far
A career shaped across countries, companies, and buying cultures.
Living abroad for two decades taught me to look beyond surface-level market similarities. The same product can be understood, evaluated, and bought very differently from one country—or one organization—to the next.
For fourteen of those years, I worked in international B2B sales across SaaS, automotive performance technology, and sports technology. I have developed reseller channels, established new markets and revived underperforming ones, grown strategic accounts, and led complex commercial conversations with clubs, leagues, federations, rights holders, dealers, enterprise buyers, and public-sector stakeholders.
Much of that work happened where sales become genuinely complicated: several decision-makers, technical validation, legal review, procurement, local partners, and long stretches in which “we are very interested” is not yet the same thing as progress.
How I Can Help
Commercial support for the moments that matter.
The work is shaped around the commercial problem—not a prepackaged consulting methodology with an impressive name.
Clarify what you sell and who should buy it
Turn a capable product into a commercial proposition that buyers can understand, evaluate, and act on.
- · Market and customer prioritization
- · Commercial positioning and messaging
- · Pricing and packaging input
- · Practical sales process design
Enter a new market with evidence
Assess where the opportunity is real, how local buyers behave, and which conversations should happen first.
- · Market and segment assessment
- · Account and stakeholder mapping
- · Local buying and partnership dynamics
- · Early business development execution
Move valuable opportunities toward decisions
Bring structure and senior attention to sales involving several stakeholders, long cycles, and meaningful contract value.
- · Discovery and opportunity qualification
- · Strategic account planning
- · Proposal and negotiation support
- · Deal progression and closing discipline
Need senior commercial capacity without hiring too early?
I can support the business on a focused project or as an embedded senior commercial operator, working alongside founders and existing teams.
A Good Fit
You do not need more activity.
You need better commercial focus.
The product creates interest, but the route from interest to revenue is unreliable.
You need to decide where to focus and how to approach a new country or segment.
Important deals still depend too heavily on the founder’s personal involvement.
Several stakeholders are involved, but ownership and next steps remain unclear.
The Difference
Why Clients Work With Me
Strategy + Execution
I shape the commercial plan, learn from buyers, and adjust the approach based on evidence rather than internal optimism.
B2B Deal Reality
Deep understanding of long decision cycles, complex stakeholders, and what turns a “promising chat” into a closed deal.
Zero Consultant Theatre
Direct collaboration with founders and leadership teams. No layers of junior consultants or unnecessary overhead.
Start a Conversation
Have a commercial challenge worth untangling?
Tell me where progress is slowing down—or where you want the business to go next. We can determine whether my experience fits the problem.
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