Pre-seed → SeedVertical SaaS
Cut CAC by 41% before raising.
Repositioned around a single ICP, killed three channels, doubled down on outbound + ABM. Closed $3.2M seed 4 months later.
Case 01Read more
CMO turned Growth Architect · Pre-Seed to Series B · Tel Aviv, global
The pressure is speed.The advantage is sequence.
Most advisors build the pipeline, or they build the deck. I build the pipeline that is the fundraising story.
Selected companies I have worked with
The thesis
Most founders I meet did everything by the book. They defined an ICP, ran outbound, hired a marketer, opened a community. And it still did not move.
The playbook was not wrong. It just stopped working for their market and their moment.
That is the work: spotting where the borrowed playbook ends, and building the one that fits.
Why me
Revenue and the round are not two projects.
From pre-seed to Series A they are one system seen from two angles. The traction a customer creates is the evidence an investor underwrites. I design for both at once, because designing for one at a time is how founders end up with numbers that grow and a story that still does not close.
01
Certified in the canonical model, and rebuilt it for this stage
I hold the Revenue Architecture certification from Winning by Design. I implement that paradigm and I teach it. But it was built for companies that already have a sales team, RevOps, and real deal volume. Yours does not. The adaptation is the work.
02
I sat in the seat
CMO before advisor. I have owned the number, defended the budget, and been the person the board asks why growth flattened. Strategy from someone who carried the number lands differently than strategy from someone who has only diagrammed it.
03
40+ companies, one stage
Pre-seed to post-Series B, SaaS and tech-enabled. Not a generalist practice. The pattern recognition is deep because the aperture is narrow.
A fair question: this brand says playbooks stop working, and Winning by Design is a playbook. That is the point. Certification is not proof I follow the model. It is proof I know it well enough to say where it breaks.
01Where I come in
For foundersYou are past the idea. Now you need a growth engine that repeats.
You have some traction, but you cannot tell if it is a machine or a lucky streak. A round is coming and the story is not sharp enough. You hired a marketer and it did not fix the strategy. This is where I come in, as a thinking partner, not an executor.
Growth Architecture Sprint
6 to 8 weeks. Diagnose the real GTM problem, design the architecture, walk out with a 90-day plan. The entry point.
Strategic Growth Partner
Retained advisory. A thinking partner in the room for every major growth and fundraising decision.
Founder's GTM Office
Never make a GTM decision alone again. A weekly strategy session with me, plus short strategic touch points in between.
GTM BootcampJoin the waitlist
A 2-day founder intensive for founders who are the marketing team.
02Masterclasses
Open enrollmentFrom executor to the person who designs how growth works.
You hit every target and you are still not in the room where strategy is decided. The ceiling is not your effort. It is your framework. The marketers who move into real strategic roles learned to see the whole revenue architecture, not just their corner of it.
Masterclass: GTM with AI
A 3-hour hands-on session. AI tools applied to real GTM work, not theory.
Cohort: Bridge the Gap
For senior marketers ready to own GTM architecture, not just run campaigns.
1:1 Mentorship (Pre-CMO)
For the move from senior marketer to CMO. The skills no job description lists.
03Portfolio
For VCs and acceleratorsRaise the GTM standard across your portfolio.
Your founders are strong builders and weaker on positioning, GTM, and the fundraising story. Give them a thinking partner without hiring one.
Portfolio Support
Workshops plus dedicated office hours for your founders. Practical frameworks like The Yes Document, to help them influence the memo and secure the next round.
Team Strategy Intensive
A focused intensive run for one portfolio company's whole team. They leave with a documented GTM direction, not a to-do list.
04The method
One system, six stages.
This is Winning by Design's Revenue Architecture, rebuilt for the stage before you have a sales team. It is the backbone of every founder engagement and the curriculum of the marketer programs. Sales advisors teach closing. I design the system that makes closing repeatable and the round credible.
01
Market and ICP
Who you are actually for, and why they switch.
02
Narrative and Positioning
The story that makes investors and customers say yes.
03
Motion Design
Marketing and sales aligned for the stage you are in.
04
Revenue Infrastructure
RevOps and CS built to retain and expand, not just acquire.
05
Fundraising Readiness
The signals, story, and sequencing that close rounds.
06
Scaling Sequence
What to build first, second, and never, and why the order matters.
05Selected work
A short list. On purpose.
I take on 4 to 6 engagements a year. These are the ones I can talk about.
Series ADev Tools
From 2% to 9% trial-to-paid.
Rewrote the activation flow as a marketing surface, not a product one. Onboarding emails do the selling product can't.
Case 02Read more
Series BB2B Fintech
Built the marketing org from one to seven.
As strategic growth partner: hired the team, built the ops infrastructure, handed it to a full-time hire after 14 months.
Case 03Read more
WorkshopClimate tech
GTM workshop after a pivot.
Two days. Founders + new VP Sales. Walked out with positioning, ICP and a 90-day plan.
Case 04Read more
06About
Pe'era Feldman
CMO turned Growth Architect
Certified Revenue Architect, Winning by Design
More than 20 years in B2B marketing, seven of them inside startups and eight advising them. I was a CMO before I was an advisor, which means I have owned the number rather than only diagrammed it. I have designed revenue systems through one acquisition, two pivots, and every stage from pre-seed to post-Series B.
I am certified in Revenue Architecture by Winning by Design, and I both implement and teach that paradigm. Most of my work is the adaptation: the model assumes a sales team, RevOps, and deal volume, and early-stage companies have none of it. Rebuilding it for founders who are still the pipeline is the practice.
Based in Tel Aviv. Working in English and Hebrew. Allergic to vanity metrics.
20+
Years in B2B
40+
Companies advised
Pre-seed to Series B
Stages
Questions
The things people ask before booking a call.
What does Pe'era Feldman do?
Pe'era Feldman is a CMO turned Growth Architect based in Tel Aviv. She designs revenue systems for B2B founders from pre-seed to post-Series B, treating pipeline and investor milestones as one system rather than two separate projects, and teaches startup marketers to operate at the same level. She is certified in Revenue Architecture by Winning by Design and has advised 40+ companies across SaaS, fintech, dev tools, and climate tech.
What makes Pe'era Feldman different from other GTM advisors?
Most GTM advisors build pipeline and most fundraising advisors build the deck. Pe'era builds the pipeline that is the fundraising story, because at pre-seed to Series A the traction a customer creates is the evidence an investor underwrites. Three things back that up: she is certified in Revenue Architecture by Winning by Design and rebuilt that model for companies that do not yet have a sales team; she held a CMO seat before advising, so she has owned the number rather than only diagrammed it; and she works one stage band, pre-seed to post-Series B, across 40+ companies.
Is Pe'era Feldman certified in Revenue Architecture?
Yes. Pe'era Feldman holds the Revenue Architecture certification from Winning by Design, and she both implements and teaches that paradigm. This is a certification, not a partnership, sponsorship or endorsement by Winning by Design. Most of her work is the adaptation: Revenue Architecture assumes a sales team, a RevOps function and real deal volume, and early-stage companies have none of that, so she rebuilt it for founders who are still the pipeline. That adaptation is the Growth Architecture Framework.
Is Pe'era Feldman a fractional CMO?
No. Fractional CMO describes tactical execution and an individual-contributor role inside the marketing function. Pe'era partners at the CEO level as a strategic advisor and thinking partner: she diagnoses the growth architecture and stays in the room for the decisions, rather than running the marketing department. Older material describing her as a fractional CMO is out of date.
Which companies has Pe'era Feldman worked with?
Selected companies include Vault by Diligent, Knock, NIART, Wild Moose, Whitebox, Sidetalk, GenieGets and PUSHIT, across SaaS, vertical SaaS, fintech, dev tools and climate tech. She has advised more than 40 companies from pre-seed through post-Series B.
What stages of company does Pe'era work with?
Pre-seed through post-Series B. The Growth Architecture Sprint fits seed to Series A founders who have signal but no system. The Strategic Growth Partner retained advisory fits seed to Series B companies that need a thinking partner for every major GTM and fundraising decision.
What is the Growth Architecture Framework?
Six stages: (1) Market & ICP Definition: who you're building for and why they'll switch. (2) Narrative & Positioning: the story that makes investors and customers say yes. (3) Motion Design: marketing and sales alignment built for the stage you're in. (4) Revenue Infrastructure: RevOps and CS designed to retain and expand. (5) Fundraising Readiness: signals, story, and sequencing that close rounds. (6) Scaling Sequence: what to build first, second, and never. Most founders skip straight to step 4; that's the mistake.
What verticals does Pe'era Feldman work with?
Pe'era has worked with founders across SaaS, vertical SaaS, fintech, dev tools, climate tech, and more. She has advised dozens of companies spanning early-stage pre-seed startups through Series B.
What is funnel optimization in a growth architecture context?
Funnel optimization means auditing the full revenue funnel, from top-of-funnel marketing through sales handoff to customer success, to find where deals are leaking. Most B2B startups fix marketing metrics while losing deals in the handoff to sales or in onboarding. Pe'era's Growth Architecture Sprint includes a full-funnel audit as a core deliverable.
Does Pe'era Feldman offer workshops for VCs?
Yes. Pe'era runs portfolio support workshops for VCs that give portfolio founders a Growth Architecture diagnostic, identifying what's blocking the next round. A team strategy intensive can be run for a single portfolio company or your own team. For senior marketers she also runs a GTM with AI masterclass and the Bridge the Gap cohort, plus guest lectures on GTM fundamentals.
How do I work with Pe'era Feldman?
Book a 30-minute discovery call at peerafeldman.com. Pe'era takes 4-6 engagements per year, so she's selective. The call is mutual: you'll leave with clarity on whether working together makes sense, not a sales pitch.
07Let's talk
Book a 30-minute discovery call.
No pitch deck. No "let me check my calendar." Tell me what you are building, and I will tell you if I can help. If I cannot, I usually know who can.
I reply within 48h.
Or write to me here.
Prefer writing over a calendar? Same inbox, same 48 hours.