VP of GTM Strategy & Business Development

We are a team of consultants solving a familiar problem: how do you earn credibility with a client? We believe it starts with understanding the client’s industry.

Modern business has become the Tower of Babel: every industry has its own language. If you speak your client's language, you connect and find a way in. And if you don’t, you’re flying blind with a surface-level understanding. Companies spend millions on dull, slow, and unscalable solutions. The traditional go-tos – SMEs, in-house content, and live training – aren’t working.

We created a new way to learn an industry in under an hour (imagine the “I know kung fu” scene from The Matrix, but for business), using fun animated stories produced like a media product. Our primers are widely used by the world's top consulting and technology firms, with 90%+ completion rates, rave reviews, and hundreds of deals won and projects delivered.

We are growing fast and evolving our GTM to power where we go next. We are looking for an entrepreneurial candidate who is excited about building a new business and ready to roll up their sleeves to make things happen.

This is a highly autonomous role with significant end-to-end ownership. Reporting directly to the CEO and partnering closely with the CRO, you will identify, validate, and launch new verticals for Primerli. You'll define the go-to-market strategy, generate demand to validate the opportunity, and personally sell into the new market. As the market matures, you'll transition into owning the business or applying the same playbook to launch additional verticals.

Primerli is a bootstrapped, early stage start-up that created the first and only engaging way to learn an industry in under an hour. We serve over 2 million professionals at global enterprises including MBB, Big Four, Google, Salesforce, and Microsoft. Get a feel for it yourself – check out our sample videos on YouTube: https://www.youtube.com/@primerli.

We are a small team with big ambitions. Many of us came from consulting backgrounds and joined Primerli because we wanted to move beyond advising to building. At a company of our size, you will take ownership of a large scope, shape key decisions, and help drive the direction of the business. If you’re looking to make a meaningful impact and grow alongside the company, this is the kind of role where that can happen.

Build new business verticals from the ground up by identifying high-potential markets and validating them through customer acquisition.

Own go-to-market strategy (20%)

Identify and evaluate new markets for Primerli to enter.

• Analyze new market opportunities (new vertical vs. down-market vs. adjacent segment) and own the go/no-go decision.

• Codify and maintain a sales playbook based on what you learn through business development and sales.

• Synthesize feedback from the new market to guide product development and prioritize roadmap initiatives.

Own the full sales cycle from prospecting to close (80%)

Validate potential verticals by personally building the demand and selling into them.

• Build pipeline through high-touch outbound prospecting and networking with VP+ level stakeholders.

• Develop a deep understanding of customers’ problems and tailor conversations and demos to map Primerli value to their needs.

• Manage complex enterprise dynamics to create pull rather than push at every account:

  • Identify the economic buyer

  • Engage multiple stakeholders

  • Leverage warm introductions

  • Build deep relationships

• Run a structured sales process for every deal from first outreach through discovery to negotiation and signed contract.

• Strong values: You care about others, not just yourself, and you see competitiveness as complementary, not a barrier, to showing compassion, kindness, and empathy.

• Entrepreneurial drive: You constantly challenge the status quo, come up with better ways to do things, and take extreme ownership of your work. You are highly comfortable with ambiguity.

• Growth mindset: You value personal growth and helping others grow by giving and receiving transparent feedback.‍

• Get-stuff-done attitude: You are energized by action, and can balance priorities and timelines. You know when to be fast and scrappy and when to slow down and get things right.‍

• 5 years of management consulting experience at a top-tier firm

• 2-3 years of B2B sales experience, ideally selling into enterprise accounts with a strong outbound

• Comfort with ambiguity and ability to iterate on approach based on feedback

• Demonstrated track record of quota setting and attainment and self-sourced pipeline

• Entrepreneurial experience (e.g., founder, side project, independent venture)

• Experience working in a startup or high-growth environment

• Interest in learning, teaching, or education

• Competitive salary

• Bonus based on quota attainment

• Profit sharing

• Medical, dental, and vision health coverage

• 401k matching

• Life insurance

While the company is based in California, you will work remotely with a global team. We are open to candidates based in the United States and Canada. Candidates must be comfortable working with colleagues in different time zones and traveling quarterly to co-locate for leadership events.

The salary range listed reflects compensation for candidates located in California and New York. Actual compensation may vary depending on the candidate's location, experience, qualifications, and other job-related factors.