Find the truth
We start with what's true about your buyers, your market, and your competitors.
Build the story
We turn that truth into the position only you can claim, then the messaging framework on top of it.
Ship the work
We don't stop at a framework. We ship the assets a startup actually uses, with your first assets live in weeks.
WHAT WE DO
Within weeks, we build the position only you can claim and ship the assets to run it. We start with what's true about your buyers, market, and competitors, build the position on it, then turn it into the work your team uses, from your homepage to your sales calls. Fast sprints, not long timelines and layered teams
Say what you do in a way buyers get fast.
DELIVERABLES
Internal positioning deck, messaging framework, homepage rewrite, website navigation, sales deck and 1-pager(s), competitor teardowns and battlecards, GTM plan.
SCOPE
Need less than the full kit? Start with the homepage-only scope and expand from the same positioning foundation.
WHAT WE DO
We run the same positioning process for every launch, so the new feature or product lands on one story and the market gets it on day one. The launch assets your team actually uses, not a 50-page deck that sits unopened.
Launch on-message, not chaos.
DELIVERABLES
Launch narrative, launch brief, sales deck messaging, battlecards, one-pagers, customer-facing launch assets, internal messaging guide.
WHAT WE DO
We run structured buyer interviews and turn the patterns into sharp recommendations for messaging, GTM, and product. Real evidence from the buyers who said yes, and the ones who didn't, so buyer truth makes it back into the room and your position stays current.
Replace guesswork with buyer truth.
DELIVERABLES
Interview guide, stakeholder kickoff, live buyer interviews, transcripts/notes, theme analysis, executive readout, recommendations.
WHAT WE DO
We build an analyst program off your positioning, so every interaction works toward the category placement you want. We define the business and placement goals you need analysts to take away, find the categories you should be placed in, map the analyst landscape, and structure the program around it: the right analysts, at the right time, with the right message. You stop briefing analysts at random and start working the few who shape your category.
Get placed in the right category
DELIVERABLES
Business and category-placement goals, target category definition, analyst landscape map, analyst prioritization and timing plan, per-analyst message map, briefing narrative and prep, feedback synthesis and action plan.
WHAT WE DO
Built for startups, not retrofitted from work made for larger companies. Need to build PMM in-house? We set the function up right: roadmap, roles, operating rhythm. Not ready for another FTE? We step in and run the work for you.
Get senior PMM firepower without the FTE.
DELIVERABLES
PMM roadmap, function design, roles and responsibilities, operating rhythm, project leadership, strategic guidance across all workstreams.
Done for you
We run the positioning and ship the assets. The services above, delivered by a senior PMM.
Done with you
We train your team to run positioning themselves, using the same process we'd run for you.
Martin Kievit
Founder & CEO, Greenvoltis
“Elina and her team were instrumental in our product launch. Smart, fast, creative, and just the right kind of pressure to keep things moving. I would recommend True North without a doubt.”
Meg Kendall
Head of Strategy,
The Climate Hub
“A product marketing powerhouse. Sharp thinking, deep expertise, and a talent for turning scattered ideas into a story that lands.”
Ali Hosseini
Sr Product Manager, Swat.io
“We worked on launching an AI feature for our monitoring dashboard. Their strategic positioning and clear messaging helped drive adoption and made the value of the feature instantly clear to users.”
Fabio Manfreda
Sr. Project Manager, Prewave
"True North brings clarity, structure, and a deep understanding of strategy. Always sharp, fast, and one step ahead...Their ability to quickly grasp our business & tailor guidance to our needs stood out. It felt like a true partnership, not just a consultancy."
Benedek Herman
Founder & CEO, Voovo
“Super organized, packed with ideas, and brilliant with AI. Transparent about expectations and outcomes. Just a great product marketer.”
Hubert Kucharski
Chief Commercial Officer, raicoon
“We worked on AI product launches. The experience was constructive, results-driven, and out-of-the-box. If you're looking for the right marketing team to launch an AI product, here it is.”
Schulax
Head of Sales, noreja
“We worked on solution pages. Very comfortable to work with them. Very reliable and always an open ear for feedback. Definitely worth it. The service and knowledge the True North team brings is exceptional.”
Yiorgos Nikoletakis
Founder & CEO, 100mentors
"If you’re a founder or product leader seeking not just product marketing advice, but someone who will embed with your team, amplify your message, and build with urgency and heart, look no further."
Maja Tepeh
Sr Brand & Strategic Marketing Manager, Prewave
“You think you can do it alone, but you can’t. Elina dives deep, studies your product and market, and finds an angle that makes you stand out.”
Shauna Dowling
Sr Product Manager, Autodesk
"Elina brings a lot of expertise paired with strong experience.
Go with strong opinions held loosely, be open to conversations on improvements with tried and tested methods"
Valentina Paladini
Sr Event Manager, Prewave
“Elina quickly understood our challenges and bridged the gap between product and marketing. Structured, clear, and deeply collaborative.”
What services do you offer?
Positioning and messaging, website positioning, product launch and enablement, win-loss research, and fractional PMM or function builds. Each one targets a specific part of the product marketing stack, so you can pick the engagement that fits where you are.
Who do you work best with?
B2B startups and scaleups with a strong product and a fuzzy story. Most clients are founders, CMOs, VPs of marketing, or the first PMM hire. We’re a fit when you want senior product marketing thinking without rushing into another full-time hire.
How long does an engagement take?
Depends on scope. Positioning and messaging projects typically run six to ten weeks. Website repositioning takes eight to twelve weeks. Launch engagements run four to eight weeks depending on tier. Win-loss kickoffs plus interview bundles usually land around six to eight weeks. Fractional PMM is an ongoing monthly engagement with a three-month minimum.
How do you price engagements?
Fixed-fee for project work (positioning, website, launch, win-loss). Monthly retainer for fractional PMM and function builds. Pricing depends on scope, number of audiences or products, and how much research sits inside the work. We send a scoped quote after a discovery call.
Are engagements remote or in person?
Remote by default. We work with teams across North America and Europe using Zoom/Google Meets, shared docs, and async check-ins. In-person kickoffs or working sessions are available when it helps, usually for positioning resets or cross-functional launch alignment.
What does your process look like?
Four phases, consistent across services. Discovery (interviews, materials review, market scan). Strategy (frameworks, positioning, messaging architecture). Craft (copy, narrative, assets, messaging guides). Handoff (training, rollout plan, follow-up). The mix shifts by service, but the shape stays the same.
Can you work alongside our in-house marketing or PMM team?
Yes. A lot of our work runs in partnership with internal teams. We can lead the strategy and let your team execute, run a specific workstream while your team carries the rest, or act as a senior sounding board for an in-house PMM. We shape the model to fit your setup.
Can we start with one service and expand later?
Yes. Most clients start with positioning or a website reposition because the output of that work feeds everything else: launches, enablement, analyst prep, sales messaging. Once the core story is clear, follow-on work moves faster because the foundation is already there.
How soon can we start?
Typically three to four weeks out. We take on a limited number of engagements at a time to keep the work senior-led from start to finish, so lead time shifts by quarter. If you need to move faster, flag it on your discovery call and we’ll tell you what’s possible.
What do we need to have ready before we start?
Not much. Your website, decks, any existing positioning work, customer call recordings or transcripts if you have them, and access to a few customers or prospects for interviews. If something is missing, we’ll help build it as part of the project.
Who from our team needs to be involved?
A small working group: usually the founder or CEO, a marketing lead, and someone close to product or sales. We run structured interviews with a wider group at the start (product, sales, customer success, customers), but the decision-making circle stays tight so the work keeps moving.
How do you measure success?
Different by service. For positioning, whether the team can repeat the story consistently and whether the website converts. For launches, whether the launch lands on-message, on-time, and produces the pipeline you forecast. For win-loss, whether the insights change what you ship, say, or sell. We agree on the right metrics at kickoff.
