Marc Sherwood .
Founder, GTM Strategist & PLG Leader

Scaling DevTools, AI Ops, & SaaS Products.

I translate complex technical platforms and LLM capabilities into measurable commercial outcomes. With a decade of experience across VictoriaMetrics, Docker, Oracle, Splunk, and Elastic, I build high-performing GTM engines powered by product-led growth and AI.

View Featured Projects Explore Career Timeline

Core Competencies

A strategic combination of technical depth, product execution, and commercial growth.

Product-Led Growth (PLG)

Driving developer-focused monetization pipelines, trial-to-paid conversion optimizations, self-serve onboarding metrics, and scalable enterprise funnel strategies.

  • Funnel & Onboarding Optimization
  • Trial Expansion & Activation
  • Developer Community Monetization

AI & Tech Operations

Leveraging local LLMs, OpenAI, and Vercel AI SDK to build automations. Creating prompt-engineered systems that accelerate GTM operations and sales productivity.

  • LLM Workflow Automation
  • AI Agents for Workflows
  • Modern AI SDK Integrations

Data Analytics & GTM

Evaluating CAC/LTV structures, managing CRM integrations (HubSpot, Salesforce), tracking cohort behavior, and writing verticalized technical product narratives.

  • CRM & Full-Funnel Reporting
  • Cohort Retention Analysis
  • Infrastructure Narrative Creation

Professional Experience

Over a decade of scaling infrastructure, developer tools, and SaaS businesses.
Jan 2026 – Present

Founder & PLG Strategist

HoneOSS | Vancouver, BC

Founded a strategic consultancy operating with a 0→1 mentality to help technical and open-source platforms improve monetization, optimize conversions, and scale toward $10M+ ARR.

  • Advise B2B SaaS organizations on PLG strategy, top-of-funnel optimization, and technical-to-commercial product positioning.
  • Develop and implement monetization frameworks that convert high-usage developer communities into sustainable recurring revenue (Net ARR) without disrupting initial user adoption.
Nov 2024 – Feb 2026

Technical Marketing & PLG Specialist

Victoria Metrics | Remote

Owned and managed core PLG initiatives focused on top-of-funnel activation, trial expansion, user onboarding, and continuous conversion optimization for the open-source time-series database.

  • Designed, tested, and deployed AI-powered automation workflows that significantly reduced manual operational tasks and improved overall GTM efficiency.
  • Built internal AI applications leveraging local LLMs and OpenAI-based frameworks to enhance sales velocity and workflow productivity.
  • Translated complex infrastructure capabilities into simplified, verticalized product narratives and case studies for commercial enterprise buyers.
Jan 2023 – Jul 2024

Senior Technical GTM Manager, AI/ML

Docker, Inc. | Remote

Served as the primary AI/ML subject matter expert, supporting executive leadership in defining product GTM strategy and emerging technology positioning.

  • Partnered cross-functionally with a UC Berkeley engineering team to successfully launch a 0→1 LLM-powered automation agent for complex customer workflows.
  • Developed highly targeted enterprise case studies and technical marketing content for strategic ecosystem partners, including IKEA.
  • Bridged the gap between engineering and sales by translating complex developer infrastructure concepts into commercially effective adoption strategies.
Sep 2021 – Sep 2022

Global Solutions Manager, Open Source Services

Oracle | Vancouver, BC

Led global GTM launch initiatives and product positioning for OpenSearch and Data Lake services on Oracle Cloud Infrastructure (OCI).

  • Drove cross-functional alignment across technical enablement and product marketing to scale enterprise customer adoption strategies.
Apr 2018 – Nov 2021

Senior Sales & GTM Leadership Roles

Elastic & Splunk | Vancouver, BC

Collaborated directly with enterprise users to build solutions addressing compliance, observability, and complex infrastructure scaling challenges.

  • Achieved 139% quota attainment at Splunk by architecting successful cloud migration and infrastructure modernization engagements for enterprise clients.
  • Built Elastic’s market presence across Western Canada through targeted market development, technical sales support, and strategic networking.
Jan 2013 – May 2015

North American Marketing Manager

MariaDB (SkySQL) | Vancouver, BC

Architected and implemented a closed-loop marketing automation system fully integrated with CRM infrastructure to track full-funnel activation.

  • Led the organizational transition toward an inbound-driven, product-led demand generation model.

Featured Projects

Explore a selection of recent projects focused on AI utilities, data enrichment, and mobile-first products.
COSS GTM & AI Intelligence 2026

HoneOS.ai

An automated pipeline research platform (HoneOS Vision) and marketing stack that tracks engineering signals to surface Open Source Qualified Leads (OQLs).

React SPA Firebase Hosting Docker Cloud Run
Next.js & AI 2026

BattleCard

A multi-tenant SaaS application that generates custom sales playbooks using Google Gemini AI, based on each company's internal sales resources.

Next.js 14 PostgreSQL Gemini API Prisma
React Native & Maps 2025

What is Free on my Birthday?

A mobile-first application that helps users discover birthday rewards and discounts from local businesses in their area, featuring interactive maps and location detection.

React Native Expo Express.js Maps
MCP Server & CRM 2025

HubSpot CRM & MCP Tool

A comprehensive Node.js Model Context Protocol (MCP) server and file processing pipeline that uses GPT-4 to enrich business CSVs, fetch news, and sync profiles to HubSpot CRM.

Node.js MCP GPT-4 HubSpot API React Native

Get in Touch

Interested in optimization, monetization frameworks, or scaling developer tools? Let's connect.

Contact Details

Based in Vancouver, BC. Open to remote strategic GTM consulting, advisory roles, and technical marketing engagements.

Featured Project

HoneOS.ai (HoneOS Vision)

GTM Intel Platform Vite / React SPA Firebase & Cloud Run

HoneOS Vision is a commercial-grade intelligence system for Commercial Open Source Software (COSS) sales desks. It translates obscure developer metrics and technographic inputs into warm outbound GTM opportunities, saving sales reps up to 60% of their weekly time.

The Discovery Tax

COSS enterprise sales reps spend hours manually cross-referencing LinkedIn hires, checking GitHub commit logs, and parsing YouTube conference panels just to uncover why an account might need an Enterprise migration.

The HoneOS Engine

HoneOS Vision automates this discovery tax. It scans developer "Dark Matter" signals and maps them against a proprietary expert rules engine to automatically score and flag high-intent accounts.

"Bridges the gap between 'Who do I call?' and 'What do I say?' by identifying Open Source Qualified Leads (OQLs) before pain is manually reported."
Featured Project

BattleCard - Sales Playbook Generator

Multi-Tenant SaaS Next.js 14 Google Gemini AI

BattleCard is a full-featured SaaS portal that generates bespoke sales playbooks. It combines LLM-driven generative intelligence with a company's unique internal knowledge bases (uploaded playbooks, spreadsheets, competitor details, and marketing material) to form targeted strategy documents for specific deals.

The Problem

Enterprise sales teams often possess thousands of pages of internal documentation, competitor intelligence, and playbook guidelines. However, during active sales cycles, reps struggle to synthesize this information to build custom pitches, resulting in generic follow-ups and lost opportunities.

The Solution

BattleCard allows companies to set up secure accounts, upload their unstructured PDFs/text documents, and query the system for a specific customer domain. Google Gemini analyzes the client's public footprint against the uploaded sales materials, yielding a tailored, highly actionable BattleCard.

"Enables 0→1 custom playbook generation in seconds, eliminating manual research hours for enterprise GTM teams."
Featured Project

What is Free on my Birthday?

Mobile-First React Native (Expo) Express.js API

An intuitive, mobile-first utility application built on React Native to help users discover, map, and secure birthday rewards, free meals, and promotional vouchers offered by local businesses in their city.

Core Concept

Hundreds of businesses—from coffee chains to upscale restaurants—offer birthday promotions, but consumers rarely keep track of them. "What is Free" aggregates local birthday incentives into a single, location-aware dashboard.

Key Execution

By leveraging Expo, native geolocation, and dynamic mapping (React Native Maps), the app aggregates deals, shows a customizable birthday countdown, and guides the user directly to the storefront.
Featured Project

HubSpot CRM & MCP Tool

Model Context Protocol Node.js Server OpenAI GPT-4

A comprehensive utility that links file-processing (CSVs, Excel, PDFs) to HubSpot CRM using a Node.js Model Context Protocol (MCP) server. The tool parses company names, enriches them with industry data and funding rounds via AI, fetches relevant recent news, and pushes them directly to CRM contacts.

The GTM Pipeline Gap

Sales development representatives (SDRs) and account managers spend hours research-enriching cold lists. They manually lookup company details, check Crunchbase, copy news stories, and create custom notes inside their CRM before starting their outreach.

The Automated Enrichment

This application automates the research cycle. Simply upload a CSV or PDF lead list; the server isolates company tokens, utilizes GPT-4 to deduce firmographic metrics, aggregates current articles using NewsAPI, and populates corresponding HubSpot portals in real time.