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Advising, Consulting, and Fractional CXO services for sub-scale SaaS and tech-enabled businesses
From Vision to Velocity
> GROW
>> PROFITABLY
>>> PREDICTABLY
In today’s volatile market, it’s not enough to grow fast (top line) or stay lean (bottom line). The real edge is building a business that’s predictable, scalable, and resilient — your Third Line.
At Thirdline, we help you regain control and build businesses that scale predictably. Just like the third-line pass in soccer — the creative, decisive move that splits defenders and unlocks space — we bring structure and clarity that turns complexity into opportunity, driving velocity with precision.
Joe brings deep operating and advisory experience from pre-revenue startups to $30M+ ARR B2B SaaS and tech-enabled services companies. With a background spanning VC- and PE-backed organizations, Joe has been a right-hand to CEOs, founders, and operating partners driving revenue growth and EBITDA expansion through GTM excellence, operational rigor, new product/market ventures, and M&A.
Proud dad of 3 boys Avi, Theo, Nico. Lucky husband to Kara who's made me dig more holes to plant fruit trees than I ever imagined.
Expertise
Strategic consulting | Analytics | Real-world operating experience | Project management
GTM Strategy
ICP analysis, GTM motion design, positioning, packaging & pricing
Sales Execution
Sales process design, sales enablement & content, solution consulting, sales ops
Customer Success
Customer segmentation, CS model design, customer health, renewals, upsell / cross-sell
New Growth & Product Ventures
Product experimentation, buy/build/partner, 0-to-1 commercialization
Services & Support
Implementation process & scalability, team design, resource planning, operations
M&A
M&A target profiling, business diligence, integration plan & management
Strategic Operations Planning
Annual operating plan, product strategy & roadmap, OKRs, org design, MTM/scorecards
"It isn't the mountains ahead to climb that wear you out, it's the pebble in your shoe."
Muhammad Ali