ABOUT
Built in the market, not in a consulting deck.
I spent eight years helping scale a B2B SaaS company from about $10M to more than $165M in ARR, growing from product marketing manager to VP of Product Marketing and GTM Enablement before moving into a broader strategic role as Principal Market Strategist.
Along the way, I lived through what happens as a SaaS company scales: shifting competitive landscapes, product expansion, category evolution, analyst evaluations, repositioning, launches, and reorgs. And now, the shift to AI.
I learned that the hardest part of product marketing isn't explaining what you've built. It's finding the ideas that give buyers a different way to see the problem.
Teach the Market is where I write down what I've learned, so founders and go-to-market teams can use it.
Lara George
Creator, Teach the Market
Career highlights
What I've done.
Scaled a product portfolio.
From one product to more than six, through a series of launches.
Built and led a product marketing team.
And the go-to-market enablement function alongside it.
Ran analyst relations end to end.
Briefings, evaluations, and executive preparation with the major research firms.
Wrote the story for the stage.
CEO keynotes for an annual customer conference, and talks as a product evangelist.
Owned pricing and packaging.
Firsthand for four years, then as the product marketing leader.
Repositioned for AI.
Led the shift of an established product toward an AI-driven market.
"There are a million nice ways to say something. Having something to say is the hard part."
That's why Teach the Market exists. The guides here are what I wish someone had handed me: what positioning and narrative actually involve, how to do the work, and how to tell whether it's working.
Working on a positioning or narrative problem?
Start with the guides. If you'd like help working through it, I take on a small number of advisory projects.