Insights for GTM Leaders Navigating Fractional and Advisory Work

Welcome to The Independent Operator, a blog series from Pavilion featuring insights for GTM leaders navigating fractional and advisory work.

Meet Neil...

Neil Weitzman is a longtime Pavilion Ambassador and the co-leader of our CAF (Consultant, Advisor, Fractional) sub-community. A seasoned fractional CRO and GTM operator. Neil brings tactical wisdom and unfiltered insights to help independent executives thrive. This article is part of The Independent Operator, Neil’s ongoing series for Pavilion.

Connect with Neil on LinkedIn | Linktree | Follow his GTM or GTMFO Substack or learn more at weitzmangtm.com

Your name is the business.

This is a bit of a guide to building a brand that outlives any title.

Remember this: Every job ends. Every title fades. Every company moves on.

The one thing that follows you everywhere is your name. And your name is your reputation. Your name is your brand.

As independent operators we feel this more than most. We got hired for the next engagement because someone said our name and it carried weight. Not because of a logo on a slide.

Referrals built on trust are our bread and butter and we die without it.

But, here is the trap we fall into; many people in corporations act like their company owes them their career. It’s not personal (usually) but business happens. This means restructuring, market shifts, and new leaders shuffling the deck. If the only thing you built lives inside that company, you walk away with a light bag.

If you shift your mindset you will see that your brand is your best friend. And, like your best friend, that relationship needs to be cared for. 

How to decide what your brand / your name should stand for.

Here is the question I ask every founder and every fractional I coach - “How do you want people to talk about you when you are not in the room?”

If you don’t know the answer, stop reading here and go think deeply about this. If you know - write your answer in one sentence. 

Now, here is how simple this is. You just defined the BRAND you want to be. 

Some examples (none of which are true of course 🙂)

• Neil is known for ruthless clarity in GTM.

• Neil provides evidence based coaching that kills happy ears.

• Neil uses his generous network to open doors fast for others.

• Neil is just a funny guy and great to be around.

Remember - If you cannot say it in one sentence, the market will never say it for you.

Now, go plan out the tactics you are going to use to get people to say these things about you when you are not in the room. In other words - How will you make this come true? 

That’s your marketing strategy. 

Building your brand is not charisma (though that can help). It is consistent behavior.

On two recent podcasts I talked about your personal brand as a core sales strategy. This is not only for flashy founders. It scales to teams when you turn it into habits. Sales gets easier the day a prospect says I have heard of you. Here are some habits that compound;

• Share one useful idea each week that shows how you work. Short and specific.
• Follow up fast. Responsiveness is critical and should be part of your brand.
• Tell the truth always and early. If you break trust you rarely get it back.
• Close the loop with gratitude. Thank you notes and public shout outs travel.
• Add one creative touch that feels like you and makes people smile - see below for an example.

Lead with kindness to stand out and be remembered.

Traditional channels are noisy. Cold email used to get ten percent response. Now the baseline is closer to one. You can still win if people talk about you.

A few weeks ago, I created 20 custom bobbleheads for a few friends and partners. 
It was cheesy as hell. But it was fun to do and my goal was simply to make people smile and for me to say thank you to them for their friendship and support.

It worked I think. The recipients sent me thank you notes. They posted pictures, they keep them on their desk. Their kids loved them. They smiled and laughed.

From a personal perspective - mission accomplished.
From a business perspective - I suspect they might work for them to keep me top of mind when opportunities arise.

Don’t get me wrong - I hope friends don’t need gifts to think of me. I sure don’t need gifts to think of my most trusted go-to-network. The gifts are simply a gesture.

I bring my wife flowers. I am kind to my friends. Gifts and thank you’s are what we do for those we care about. 

Here is a simple system to build your name;

1. One sentence brand promise
   Write how you want to be known. Pin it at the top of your notes app. Actually print it out and put it on your desk. Read it weekly.
2. At least one channel you can sustain
   LinkedIn, a newsletter, a podcast clip, or a monthly roundtable. Consistency beats volume.
3. One proof per week
   Post a field note, a short case study, or a simple diagram that really shows others how you think. 
4. One generosity move a week
   Do at least one of these every week - a warm intro, a deck review, a thoughtful thank you.
5. One creative calling card a month
   Send your go-to-network something to make them smile - a quirky sticker, a handwritten note, a small book, a custom bobblehead. 

Repeat this and your name will carry further than any title you ever held.

And please please please use these guardrails so you do not lose yourself;

• Do not outsource your voice. Yes draft with AI or get help if you want - but publish with your tone. Never let anything out the door that you wouldn't say to your Mom.
• Pick a lane and get known for it vs chasing every trend.
• Direct honesty makes people stickier to your work and your community (especially in today's world)

The takeaway is this;

Jobs and titles are rented. Your name and reputation is owned. Build a name that stands for kindness, and clarity, and expertise in your chosen lane. People will talk about you when you are not in the room. You just need to lead them to words. 

See you next month with another unfiltered dispatch from independent operator life. Until then, hire like an owner, set the standard, and leave a team that wins long after you roll off.

P.S - Join me and Sam Jacobs here: Midnight to Millions - 24 hours, 24 experts, 0 excuses (virtual & free) - Nov 6/7th