Marketing for founder-led technical companies.
Jelica Agger Sørensen. Independent B2B marketing consultant for founder-led companies. Herning, Denmark.
- Market clarity & positioning
- Branding
- Activities
- Growth
Most companies start with activities. You can choose to do it the right way.
Working through change
A large part of my work is founder-led companies preparing for a major change, in the middle of one, or just out of it. The founder's story and culture need to carry through, even when ownership or leadership changes.
Change ahead
A merger, a new owner, a split, a new strategy. The market question belongs in the plan, not after it.
Change in motion
Marketing keeps running while everything else moves. Priorities, message, customers and deadlines, held together.
Change behind you
The company has changed; its market and its story have not caught up. That is positioning work, and it has a sequence.
Method
Step zero.
The founder knows why the company matters. The rest of the company needs to know it too.
Market clarity & positioning
In a founder-led company, the market direction often lives with the founder. What you get back is a decision, not a deck: which market to be in, and what to say there. Then branding, activities and growth have something shared to build on. I call that step zero.
Market clarity & positioning
Which customers, which segment, and what you actually stand on.
Branding
Identity that finally has something to stand on.
Activities
Go-to-market and growth, built in that order. Colours last.
Podcast
Markets Engineered
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Blog
A short note when there is something worth reading. No more than that.
About me
Agger Sørensen
I'm an independent B2B marketing consultant in Herning, Denmark. I work with founder-led technical companies: engineering, energy tech, IT and platform software.
The founder carries the story, the value, the vision and the culture. I help make that foundation clear to the team and the right customers, so the company can grow without losing what makes it yours.
I'm also open to board seats in founder-led technical B2B companies, where the market question belongs.
What's the one thing you would fix first?
If you lead a founder-led technical company, tell me what you want to change or keep. A short message is enough. I'll tell you whether there is a winnable market here, and what I would do first. I reply within two working days.
Some jobs need more than one pair of hands. For the parts I don't do myself, I bring in people I've worked with before — you still deal with me.