Caryne Say is the founder of StrataGuide and a commercial strategist for founder-led B2B technology companies.

She works with companies under $10M in revenue, especially those entering or expanding in the US, to help them choose the market they can credibly win and build the commercial system required to win there.

Her work sits where market choice, positioning, sales motion, and founder dependency meet. Most of the companies she helps are not short on effort. They are either trying to grow in a market they cannot yet credibly win, or in the right market with a commercial system that still depends too heavily on the founder.

Across nearly two decades in SaaS, fintech, marketplaces, and healthcare technology, she has built GTM systems that generated more than $90M in attributed revenue, including scaling Grovo from $1M to $8M ARR in 12 months and delivering $26.4M in revenue on $2.32M in spend at Breather.

Her work is built on a simple distinction: revenue growth and building a company that can grow without the founder are not the same thing.