JM.

Josh Martín.

B2B/B2G CMO & Strategist

CMO at Gauntlet AI · Washington, DC area

Strategy first. Systems next.

Josh Martín leaning over the words ‘Not a thought leader. Just a leader with thoughts.’

Not a thought leader. Just a leader with thoughts.

I find the market a company can actually win, then build the machine that wins it.

Let's talk
2 exits to private equityPromoted to CSO by the buyer$750K → $13M annual pipeline on a team of 5

Quoted in and published by

Fox NewsCBS NewsCNETMarketWatchWorld Economic ForumWorld Economic ForumKnowledge at WhartonKnowledge at WhartonTechCrunchThe RegisterThe RegisterPCMag

Where I come in

Sound familiar?

01

It hasn't clicked yet.

You'll recognize it when

  • Your go-to-market is being used to figure out your positioning.
  • Sales keeps hearing different kinds of objections.
  • Your USP and ICP are still unclear.

What I do first

Identify your market wedge. A deep dive to find your blue ocean and codify what makes your company unique.

See it in action

Logi Analytics Decision Lens
02

It's working. Now it needs to scale.

You'll recognize it when

  • The pipeline target doubled. The marketing budget didn't.
  • Growth depends on a few people who can't be everywhere.
  • Every GTM motion feels bespoke.

What I do first

Build the engine: the team, the measurement, and the systems that carry the strategy downstream so it runs without me.

See it in action

Decision Lens Gauntlet AI
03

The right people don't know you yet.

You'll recognize it when

  • Your buyers trust a handful of analysts, associations, and events, and you're not in them.
  • Prospects have never heard of you before the first call.
  • Your content adds volume but doesn't earn attention.

What I do first

Earn authority where your buyers already look: the rooms, communities, and conversations they trust.

See it in action

Gauntlet AI Decision Lens

Here's what I did with those thoughts

Four companies. Four breakthroughs.

Gauntlet AICurrent workB2B leads: under 5 → 100+ a week

The left-field moveAn AI job description checker that hiring managers actually wanted to use.

Read the case Decision Lens$750K → $13M annual marketing-sourced pipeline

The left-field moveSkip the bigger booth. Go local, chapter by chapter.

Read the case Logi AnalyticsRepositioned, then acquired by Marlin Equity

The left-field moveThree words: Developer-Grade Analytics.

Read the case Strategy Analytics$1M+ in new revenue from a new product

The left-field moveWeb-scraping the app stores before it was a standard tool.

Read the case

I have a particular set
of skills.

Movie-poster style portrait of Josh Martín. FOUND: Found the right messaging

Not the Liam Neeson kind. Unless your company has been kidnapped by vague messaging, unclear positioning, AI panic, or a complete inability to explain why anyone should care.

Twenty years in, I see through fog, find the signal, and turn messy ideas into things people can actually understand and rally around.

The judgment behind this approach scales when it's built into the systems the team runs on, so I build them.

Analyst → Product builder → Strategist + tactician

At the intersection of three major tech revolutions.

012003–09Analyst

When the World Cut the Cord

At IDC and Yankee Group, I was forecasting the internet video market while most of the industry was still shipping discs. It taught me to separate a durable shift from the noise around it.

Evidence
Fox NewsThe RegisterKnowledge@Wharton
022008–16Product builder

When Mobile Apps
Ate the World

When the App Store opened in 2008, I was the analyst calling it the thing that would set the iPhone apart. By 2010 nobody was measuring the market it created, so I built AppTRAX at Strategy Analytics to track it.

Evidence
The AppTRAX case MarketWatchTechCrunchPCMag
032023–Strategist + tactician

When AI Made
Content Free

AI doesn't fix the strategy. It just executes the wrong one faster. So I build the judgment into the system: seven production marketing apps my team at Gauntlet runs on every week.

Evidence
The Gauntlet case

Let's talk

Tell me what you're wrestling with.

I'm open to:

  • Full-time CMO or CSO roles at growing B2B companies
  • Fractional and advisory work
  • Speaking, podcasts, and panels