GroundworkTheory

Selected work

Groundwork, in the field.

Client names stay confidential by default. The situations, the work, and the numbers are real. References available on request.

Teaching a 200-person marketing org to actually use AI

Case 01 · Payroll & HR platform

Situation

A large B2B marketing org with real budget, real tooling, and the same problem as everyone else. AI licenses everywhere, adoption nowhere. Pilots stalled and enthusiasm outran skill.

Groundwork

Built the adoption program from scratch. Production agents for account intelligence and campaign work, reusable brand-voice systems, hands-on training for marketers at every level, and office hours where the real unblocking happens.

Result

AI workflows in daily production use across demand gen, and the company's top peer-nominated performance award for leading the change.

Fractional strategy for the leader in transplant software

Case 02 · Healthcare SaaS

Situation

A category-leading healthcare software company with four product lines, a lean team, and marketing decisions that carry compliance weight. No room for sloppy claims or leaky funnels.

Groundwork

Ongoing senior strategy: a security and compliance language audit across every product page, an email deliverability rescue, buyer personas for all four lines, campaign landing pages, and vendor management for a full site rebrand.

Result

Exec-ready deliverables on the first pass, a cleaner and safer web presence, and a marketing function that runs on systems instead of scramble.

Fixing how AI assistants talk about a product

Case 03 · AI search & GEO

Situation

Buyers were asking ChatGPT and friends to compare products in the category, and the answers misrepresented the client. Wrong features, wrong positioning, lost deals before a sales call ever happened.

Groundwork

Built a head-to-head comparison page engineered for AI citation, an AI search optimization strategy, and split executive and operational playbooks so the fix outlives the project.

Result

The client now controls the source material AI assistants draw from, instead of hoping the internet gets it right.

Marketing operations that run without babysitting

Case 04 · Systems & automation

Situation

The pattern behind every engagement: talented people spending their week on reporting, formatting, follow-up, and other work a system should own.

Groundwork

Automated reporting and invoicing pipelines, AI-assisted content workflows, lead intake and routing, CRM hygiene standards, and dashboards that answer questions before anyone asks.

Result

Launch cycles cut from four weeks to ten days. CRM accuracy from 68% to 96% in under 90 days. Hours back every single week.

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