b2B growth
strategy & execution
b2B growth
strategy & execution
GENERAL ATHLETES IS A GO-TO-MARKET CONSULTANCY FOCUSED ON INCREASING YOUR ACQUISITION EFFICIENCY AND DEAL VELOCITY
GENERAL ATHLETES IS A GO-TO-MARKET CONSULTANCY FOCUSED ON INCREASING YOUR ACQUISITION EFFICIENCY AND DEAL VELOCITY
GENERAL ATHLETES IS A GO-TO-MARKET CONSULTANCY FOCUSED ON INCREASING YOUR ACQUISITION EFFICIENCY AND DEAL VELOCITY
TRUSTED BY FOUNDERS & THEIR EXECUTIVE TEAMS
TRUSTED BY FOUNDERS & THEIR EXECUTIVE TEAMS
TRUSTED BY FOUNDERS & THEIR EXECUTIVE TEAMS
What we do
Just like athletes who push their limits to achieve greatness, we work alongside you, elevating your performance and leading you to success.
Just like athletes who push their limits to achieve greatness, we work alongside you, elevating your performance and leading you to success.
(01)
Early- & Growth-stage
1 in 40 startups return 10-20x.
1 in 100 return 20x.
1 in 200 return >50x.
Be the one.
Morgan Housel, Psychology of Money
(02)
Enterprise
“The distribution of success among large public stocks over time is not that much different than it is in venture capital.”
Endure.
“J.P. Morgan Asset Management once published the distribution of returns of the Russell 3000 Index -- a big, broad collection of public comapnies -- since 1980. Forty percent of all Russell 3000 stock components lost at least 70% of their value and never recovered over this period... All of the index’s overall returns came from 7% of component companies that outperformed by at least two standard deviations.”
Collaborative Fund, cited in Morgan Housel’s Psychology of Money
What we do
We support founders and their executive teams in building strength and endurance.
Are you operating at peak performance?
We support founders and their executive teams in building strength and endurance.
Are you operating at peak performance?
We support founders and their executive teams in building strength and endurance.
Are you operating at peak performance?
(01)
Early- & Growth-stage
1 in 40 startups return 10-20x.
1 in 100 return 20x.
1 in 200 return >50x.
[ Be the one ]
(01)
Early- & Growth-stage
1 in 40 startups return 10-20x.
1 in 100 return 20x.
1 in 200 return >50x.
[ Be the one ]
Morgan Housel, Psychology of Money
(02)
Enterprise
“The distribution of success among large public stocks over time is not that much different than it is in venture capital.”
[ Endure ]
(02)
Enterprise
“The distribution of success among large public stocks over time is not that much different than it is in venture capital.”
[ Endure ]
“J.P. Morgan Asset Management once published the distribution of returns of the Russell 3000 Index -- a big, broad collection of public companies -- since 1980. Forty percent of all Russell 3000 stock components lost at least 70% of their value and never recovered over this period... All of the index’s overall returns came from 7% of component companies that outperformed by at least two standard deviations.”
Collaborative Fund, cited in Morgan Housel’s Psychology of Money
Go-to-market for every stage
Go-to-market for every stage
Go-to-market for every stage
Go-to-market for every stage
Who we are
We have integrity.
We are results-driven.
Speed energizes us.
Go-to-market is our domain expertise.
We understand capital allocation and ground our work in the P&L.
We have integrity.
We are results-driven.
Speed energizes us.
Go-to-market is our domain expertise.
We understand capital allocation and ground our work in the P&L.
We have integrity.
We are results-driven.
Speed energizes us.
Go-to-market is our domain expertise.
We understand capital allocation and ground our work in the P&L.
Research and data inform everything we do.
By default, we think and operate
cross-functionally. We look to build long-term partnerships while constantly cycling in new approaches and resources.
Research and data inform everything we do.
By default, we think and operate cross-functionally. We look to build long-term partnerships while constantly cycling in new approaches and resources.
Research and data inform everything we do.
By default, we think and operate cross-functionally. We look to build long-term partnerships while constantly cycling in new approaches and resources.
Research and data inform
everything we do.
By default, we think and operate
cross-functionally. We look to build long-term partnerships while constantly cycling in new approaches and resources.
Our Services
(01)
Go-to-market strategy
(02)
Sales assets & motions
(03)
Acquisition channels & partnerships
(04)
Content marketing & thought leadership
(05)
Fundraising decks & scripts
0 to 1.
1 to 10.
Go-to-market for every stage.
Go-to-market for every stage.
Go-to-market for every stage.
1 to 10.
1,000,000,000 to 1.
what people say
“I've had the sincere pleasure of knowing and working with Halley for over a decade. Halley focuses on the growth levers that today's most efficient and profitable B2B businesses need to pull, and consistently demonstrates her ability to drive value over and over again. She can jump into your business, identify gaps, and close them, and could teach a master class on how to acquire your first five customers.”
April Uchitel,
Co-Founder & CEO"Highly skilled at accelerating an opportunity. Halley supported us in architecting a new partnership model and bringing it to market. We closed our first Fortune 500 customer in under four months. Halley's ability to sense early 'market pull' is exceptional."
Pano Anthos,
Founder and Managing Director“It's hard to summarize the enormous positive impact she has had for us... She fostered and expanded the growth of a highly effective referral network which was responsible for the majority of our deal flow. If you have the chance to work with Halley, make it happen. It's a privilege.”
Michael Bower, Founder & CEO,
Nyla & Executive Chairman, Gamma Waves
"Halley is one of the smartest execs I know. She understands problems quickly, and is masterful at identifying creative solutions and putting together GTM plans that work. An absolute superstar, I can't recommend her enough."
Nick DUrbano
Co-founder & CRO
“Halley is the ideal hitting partner—focused, strategic, and always driving impact. She excels at turning insights into clear, actionable strategies across messaging, positioning, target market, and go-to-market execution. If you’re looking for someone to keep you sharp and on target, she’s the one.”
Daphne Carmeli,
CEO and Founder, Deliv (acquired by Target)As an advisor, board member and investor to growth-stage tech companies, I often point founders to General Athletes if they feel like their positioning or existing product marketing strategy is not propelling them forward at the speed they need. Founders should be continually testing and refining how they package their solutions. I trust General Athletes to do that work with them, quickly and effectively
Michele Valadão Levy
Corporate Board Director & multi-time Founder and CEO
“I've had the sincere pleasure of knowing and working with Halley for over a decade. Halley focuses on the growth levers that today's most efficient and profitable B2B businesses need to pull, and consistently demonstrates her ability to drive value over and over again. She can jump into your business, identify gaps, and close them, and could teach a master class on how to acquire your first five customers.”
April Uchitel,
Co-Founder & CEO"Highly skilled at accelerating an opportunity. Halley supported us in architecting a new partnership model and bringing it to market. We closed our first Fortune 500 customer in under four months. Halley's ability to sense early 'market pull' is exceptional."
Pano Anthos,
Founder and Managing Director“It's hard to summarize the enormous positive impact she has had for us... She fostered and expanded the growth of a highly effective referral network which was responsible for the majority of our deal flow. If you have the chance to work with Halley, make it happen. It's a privilege.”
Michael Bower, Founder & CEO,
Nyla & Executive Chairman, Gamma Waves
"Halley is one of the smartest execs I know. She understands problems quickly, and is masterful at identifying creative solutions and putting together GTM plans that work. An absolute superstar, I can't recommend her enough."
Nick DUrbano
Co-founder & CRO
“Halley is the ideal hitting partner—focused, strategic, and always driving impact. She excels at turning insights into clear, actionable strategies across messaging, positioning, target market, and go-to-market execution. If you’re looking for someone to keep you sharp and on target, she’s the one.”
Daphne Carmeli,
CEO and Founder, Deliv (acquired by Target)As an advisor, board member and investor to growth-stage tech companies, I often point founders to General Athletes if they feel like their positioning or existing product marketing strategy is not propelling them forward at the speed they need. Founders should be continually testing and refining how they package their solutions. I trust General Athletes to do that work with them, quickly and effectively
Michele Valadão Levy
Corporate Board Director & multi-time Founder and CEO
“I've had the sincere pleasure of knowing and working with Halley for over a decade. Halley focuses on the growth levers that today's most efficient and profitable B2B businesses need to pull, and consistently demonstrates her ability to drive value over and over again. She can jump into your business, identify gaps, and close them, and could teach a master class on how to acquire your first five customers.”
April Uchitel,
Co-Founder & CEO"Highly skilled at accelerating an opportunity. Halley supported us in architecting a new partnership model and bringing it to market. We closed our first Fortune 500 customer in under four months. Halley's ability to sense early 'market pull' is exceptional."
Pano Anthos,
Founder and Managing Director“It's hard to summarize the enormous positive impact she has had for us... She fostered and expanded the growth of a highly effective referral network which was responsible for the majority of our deal flow. If you have the chance to work with Halley, make it happen. It's a privilege.”
Michael Bower, Founder & CEO,
Nyla & Executive Chairman, Gamma Waves
"Halley is one of the smartest execs I know. She understands problems quickly, and is masterful at identifying creative solutions and putting together GTM plans that work. An absolute superstar, I can't recommend her enough."
Nick DUrbano
Co-founder & CRO
“Halley is the ideal hitting partner—focused, strategic, and always driving impact. She excels at turning insights into clear, actionable strategies across messaging, positioning, target market, and go-to-market execution. If you’re looking for someone to keep you sharp and on target, she’s the one.”
Daphne Carmeli,
CEO and Founder, Deliv (acquired by Target)As an advisor, board member and investor to growth-stage tech companies, I often point founders to General Athletes if they feel like their positioning or existing product marketing strategy is not propelling them forward at the speed they need. Founders should be continually testing and refining how they package their solutions. I trust General Athletes to do that work with them, quickly and effectively
Michele Valadão Levy
Corporate Board Director & multi-time Founder and CEO
“I've had the sincere pleasure of knowing and working with Halley for over a decade. Halley focuses on the growth levers that today's most efficient and profitable B2B businesses need to pull, and consistently demonstrates her ability to drive value over and over again. She can jump into your business, identify gaps, and close them, and could teach a master class on how to acquire your first five customers.”
April Uchitel,
Co-Founder & CEO"Highly skilled at accelerating an opportunity. Halley supported us in architecting a new partnership model and bringing it to market. We closed our first Fortune 500 customer in under four months. Halley's ability to sense early 'market pull' is exceptional."
Pano Anthos,
Founder and Managing Director“It's hard to summarize the enormous positive impact she has had for us... She fostered and expanded the growth of a highly effective referral network which was responsible for the majority of our deal flow. If you have the chance to work with Halley, make it happen. It's a privilege.”
Michael Bower, Founder & CEO,
Nyla & Executive Chairman, Gamma Waves
"Halley is one of the smartest execs I know. She understands problems quickly, and is masterful at identifying creative solutions and putting together GTM plans that work. An absolute superstar, I can't recommend her enough."
Nick DUrbano
Co-founder & CRO
“Halley is the ideal hitting partner—focused, strategic, and always driving impact. She excels at turning insights into clear, actionable strategies across messaging, positioning, target market, and go-to-market execution. If you’re looking for someone to keep you sharp and on target, she’s the one.”
Daphne Carmeli,
CEO and Founder, Deliv (acquired by Target)As an advisor, board member and investor to growth-stage tech companies, I often point founders to General Athletes if they feel like their positioning or existing product marketing strategy is not propelling them forward at the speed they need. Founders should be continually testing and refining how they package their solutions. I trust General Athletes to do that work with them, quickly and effectively
Michele Valadão Levy
Corporate Board Director & multi-time Founder and CEO
“I've had the sincere pleasure of knowing and working with Halley for over a decade. Halley focuses on the growth levers that today's most efficient and profitable B2B businesses need to pull, and consistently demonstrates her ability to drive value over and over again. She can jump into your business, identify gaps, and close them, and could teach a master class on how to acquire your first five customers.”
April Uchitel,
Co-Founder & CEO"Highly skilled at accelerating an opportunity. Halley supported us in architecting a new partnership model and bringing it to market. We closed our first Fortune 500 customer in under four months. Halley's ability to sense early 'market pull' is exceptional."
Pano Anthos, Founder and Managing Director
“It's hard to summarize the enormous positive impact she has had for us... She fostered and expanded the growth of a highly effective referral network which was responsible for the majority of our deal flow. If you have the chance to work with Halley, make it happen. It's a privilege.”
Michael Bower
Founder & CEONyla & Executive Chairman, Gamma Waves
"Halley is one of the smartest execs I know. She understands problems quickly, and is masterful at identifying creative solutions and putting together GTM plans that work. An absolute superstar, I can't recommend her enough."
Nick DUrbano,
Co-founder & CRO
“Halley is the ideal hitting partner—focused, strategic, and always driving impact. She excels at turning insights into clear, actionable strategies across messaging, positioning, target market, and go-to-market execution. If you’re looking for someone to keep you sharp and on target, she’s the one.”
Daphne Carmeli
CEO and Founder, Deliv (acquired by Target)As an advisor, board member and investor to growth-stage tech companies, I often point founders to General Athletes if they feel like their positioning or existing product marketing strategy is not propelling them forward at the speed they need. Founders should be continually testing and refining how they package their solutions. I trust General Athletes to do that work with them, quickly and effectively
Michele Valadão Levy
Corporate Board Director & multi-time Founder and CEO
“I've had the sincere pleasure of knowing and working with Halley for over a decade. Halley focuses on the growth levers that today's most efficient and profitable B2B businesses need to pull, and consistently demonstrates her ability to drive value over and over again. She can jump into your business, identify gaps, and close them, and could teach a master class on how to acquire your first five customers.”
April Uchitel,
Co-Founder & CEO"Highly skilled at accelerating an opportunity. Halley supported us in architecting a new partnership model and bringing it to market. We closed our first Fortune 500 customer in under four months. Halley's ability to sense early 'market pull' is exceptional."
Pano Anthos, Founder and Managing Director
“It's hard to summarize the enormous positive impact she has had for us... She fostered and expanded the growth of a highly effective referral network which was responsible for the majority of our deal flow. If you have the chance to work with Halley, make it happen. It's a privilege.”
Michael Bower
Founder & CEONyla & Executive Chairman, Gamma Waves
"Halley is one of the smartest execs I know. She understands problems quickly, and is masterful at identifying creative solutions and putting together GTM plans that work. An absolute superstar, I can't recommend her enough."
Nick DUrbano,
Co-founder & CRO
“Halley is the ideal hitting partner—focused, strategic, and always driving impact. She excels at turning insights into clear, actionable strategies across messaging, positioning, target market, and go-to-market execution. If you’re looking for someone to keep you sharp and on target, she’s the one.”
Daphne Carmeli
CEO and Founder, Deliv (acquired by Target)As an advisor, board member and investor to growth-stage tech companies, I often point founders to General Athletes if they feel like their positioning or existing product marketing strategy is not propelling them forward at the speed they need. Founders should be continually testing and refining how they package their solutions. I trust General Athletes to do that work with them, quickly and effectively
Michele Valadão Levy
Corporate Board Director & multi-time Founder and CEO
“I've had the sincere pleasure of knowing and working with Halley for over a decade. Halley focuses on the growth levers that today's most efficient and profitable B2B businesses need to pull, and consistently demonstrates her ability to drive value over and over again. She can jump into your business, identify gaps, and close them, and could teach a master class on how to acquire your first five customers.”
April Uchitel,
Co-Founder & CEO"Highly skilled at accelerating an opportunity. Halley supported us in architecting a new partnership model and bringing it to market. We closed our first Fortune 500 customer in under four months. Halley's ability to sense early 'market pull' is exceptional."
Pano Anthos, Founder and Managing Director
“It's hard to summarize the enormous positive impact she has had for us... She fostered and expanded the growth of a highly effective referral network which was responsible for the majority of our deal flow. If you have the chance to work with Halley, make it happen. It's a privilege.”
Michael Bower
Founder & CEONyla & Executive Chairman, Gamma Waves
"Halley is one of the smartest execs I know. She understands problems quickly, and is masterful at identifying creative solutions and putting together GTM plans that work. An absolute superstar, I can't recommend her enough."
Nick DUrbano,
Co-founder & CRO
“Halley is the ideal hitting partner—focused, strategic, and always driving impact. She excels at turning insights into clear, actionable strategies across messaging, positioning, target market, and go-to-market execution. If you’re looking for someone to keep you sharp and on target, she’s the one.”
Daphne Carmeli
CEO and Founder, Deliv (acquired by Target)As an advisor, board member and investor to growth-stage tech companies, I often point founders to General Athletes if they feel like their positioning or existing product marketing strategy is not propelling them forward at the speed they need. Founders should be continually testing and refining how they package their solutions. I trust General Athletes to do that work with them, quickly and effectively
Michele Valadão Levy
Corporate Board Director & multi-time Founder and CEO
“I've had the sincere pleasure of knowing and working with Halley for over a decade. Halley focuses on the growth levers that today's most efficient and profitable B2B businesses need to pull, and consistently demonstrates her ability to drive value over and over again. She can jump into your business, identify gaps, and close them, and could teach a master class on how to acquire your first five customers.”
April Uchitel,
Co-Founder & CEO"Highly skilled at accelerating an opportunity. Halley supported us in architecting a new partnership model and bringing it to market. We closed our first Fortune 500 customer in under four months. Halley's ability to sense early 'market pull' is exceptional."
Pano Anthos, Founder and Managing Director
“It's hard to summarize the enormous positive impact she has had for us... She fostered and expanded the growth of a highly effective referral network which was responsible for the majority of our deal flow. If you have the chance to work with Halley, make it happen. It's a privilege.”
Michael Bower
Founder & CEONyla & Executive Chairman, Gamma Waves
"Halley is one of the smartest execs I know. She understands problems quickly, and is masterful at identifying creative solutions and putting together GTM plans that work. An absolute superstar, I can't recommend her enough."
Nick DUrbano,
Co-founder & CRO
“Halley is the ideal hitting partner—focused, strategic, and always driving impact. She excels at turning insights into clear, actionable strategies across messaging, positioning, target market, and go-to-market execution. If you’re looking for someone to keep you sharp and on target, she’s the one.”
Daphne Carmeli
CEO and Founder, Deliv (acquired by Target)As an advisor, board member and investor to growth-stage tech companies, I often point founders to General Athletes if they feel like their positioning or existing product marketing strategy is not propelling them forward at the speed they need. Founders should be continually testing and refining how they package their solutions. I trust General Athletes to do that work with them, quickly and effectively
Michele Valadão Levy
Corporate Board Director & multi-time Founder and CEO
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