Meet Liza Cichowski
GTM Translator for Complex AdTech + MarTech Products
AdTech and Martech products are genuinely sophisticated. And sophisticated technology rarely explains itself. Many teams are just too close to notice when the story stops landing.
I've spent 20 years in this ecosystem. I spent years in-house at Yahoo/Right Media, AppNexus, and Criteo. Then I jumped into consulting, working with more than 25 AdTech and Martech companies over the past 8 years.
I've sat in enough product positioning meetings, launch planning sessions, and sales training seminars to recognize the pattern: strong product, scattered story, deals going to competitors who are louder but probably less capable.
That's the gap I work in.
What I Do
I start by looking at what you already have, your website, sales decks, product docs, internal positioning work, and I find the narrative that's buried in there.
Most companies already have pieces of the story: personas, positioning docs, product messaging, sales decks. What’s usually missing is a clear through-line that connects it all. One clear, honest way to explain who you help, what you solve, and why you and not someone else.
That narrative becomes the foundation for everything: your website, your sales deck, your campaigns, your product launches.
Marketing, Sales, and Product finally working from the same story.
Engagements typically run 90 days. Most clients have a working narrative within the first 30 days.
Who I Work With
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CMOs who are juggling competing priorities, stakeholder pressure, and a sales team that keeps asking for better materials, without anyone owning the underlying story that would make all of it easier.
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Founders and CEOs who know their product is a category leader but struggle to get buyers to see it. They’ve got Product, Marketing, and Sales each telling a slightly different version of what the company does, and it's starting to cost deals.
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Early-stage and scaling companies where hiring a full-time PMM is either premature or keeps getting pushed to the next quarter.
Why AdTech and MarTech Specifically?
Because you shouldn’t have to explain the ecosystem before the real work can start.
I know what a clean room is. I understand the identity resolution conversation. I've lived through multiple rounds of cookie deprecation and the positioning whiplash that comes with it.
That context matters when you're trying to move fast.
A few highlights
25 new enterprise customers and $23M in ARR at Dun & Bradstreet.
10% lift in enterprise ad spend and 15% reduction in churn at Nextdoor.
12% sales increase during the Lowe's Media Network launch.
Clients include Criteo, Integral Ad Science, Optable, Connatix, Anteriad, Accountablity, Stack Overflow, and others.
Your story is in there somewhere. Let's find it.
