For edtech companies selling to schools
Trusted in the building.
Go-to-market strategy, outreach, demos, and field marketing for edtech teams, run by someone who used to be the buyer.
Most edtech companies have a product teachers like and a pipeline that stalls somewhere between the demo and the purchase order. The reason is rarely the product. It's that nobody on the team has sat in the principal's chair, read a DPA on a Friday afternoon, or watched a district budget cycle close a door for a year.
I have. I was the teacher, the principal, and the district administrator your outreach lands on. Then I crossed the table: I've worked on growth and partnerships with Summit Learning, Along by Gradient Learning and the Chan Zuckerberg Initiative, and Closegap, doing the outreach, running the demos, and working the conference floor.
These are retainers, not builds. You get a partner who already speaks school, embedded with your team for a season or a quarter, and a pipeline you own when I step out.
Go-to-market, read from the buyer's side
Who actually buys, who actually decides, and who can quietly kill it. Your messaging and demo rewritten in the words schools use. Procurement fit: pricing structure, contract vehicles, DPAs, and privacy posture, checked against what a tech director will ask.
Outreach & demos
Target lists built from public district and school data. Sequences written and sent under your name or mine, in a voice educators answer. Demos run by me, or coached until your team runs them and earns the second meeting.
Conferences & field marketing
Event selection, booth plan, and a demo script built for a crowded floor. Meetings booked before the doors open. Me on the floor with your team, and follow-up sent within 48 hours.
Partnerships & pipeline
Warm introductions to districts, networks, and partner organizations. A pipeline that lives in your CRM, reviewed monthly with what to change next. Every list, sequence, and script stays with you.
Your stack, not mine. I plug into the CRM and outreach tools you already run, and I build the rest in Sheets and Docs so it stays with you when I step out.
Pipeline & outreach
- Your CRM (HubSpot, Salesforce, or a Sheet)
- Gmail & sequencing tools
- Google Sheets
Targeting
- Public district & school data
- State directories
- Conference attendee lists
- Your product usage data
Demos & materials
- Zoom & Google Meet
- Google Slides
- Your product
- One-pagers in the words schools use
Field marketing
- Conference calendars
- Booth & event logistics
- 48-hour follow-up sequences
- Pipeline sheet in your CRM
Three ways to work together. Each is scoped and quoted after an intro call, based on your stage, your season, and how much of the selling you want me to carry.
The District Lens
Your go-to-market, read from the buyer's side.
- Who actually buys, who actually decides, and who can quietly kill it
- Your messaging and demo, rewritten in the words schools use
- Procurement fit: pricing, contract vehicles, DPAs, privacy posture
- A conference and outreach calendar for the next two quarters
- A written playbook and a working session with your team
about 3 weeks · one-time · credited toward a retainer
Get the buyer's readConference Calendar
Your conference season and field marketing, run end to end.
- Event selection, booth plan, and a demo script that earns a second meeting
- Meetings booked before the doors open
- Me on the floor with your team, or leading it
- Follow-up sequences sent within 48 hours, in a voice educators answer
- A pipeline sheet in your CRM or in Sheets, owned by you
by the quarter or by the event
Plan the calendarOutreach Engine
Outbound, demos, and partnerships, every month.
- Target lists built from public district and school data
- Outreach sequences written and sent under your name or mine
- Demos run by me, or coached until your team runs them
- Warm introductions to districts, networks, and partner organizations
- A monthly pipeline review with what to change next
monthly · three-month minimum, then month to month
Start the engineEvery list, sequence, script, and pipeline stays with you. No agency lock-in, no handoff fee.
Schools don't buy features. They buy trust, timing, and the absence of risk. I know the budget calendar, the board agenda, the privacy questions the tech director will ask, and the difference between a pilot that renews and one that quietly expires in June. That's what I bring to your outreach, your demo, and your booth: not a script, but the judgment of someone who has said no to a hundred vendors and yes to a few.
What stage are you built for?
Seed to Series B companies selling to K-12 or early childhood, with a working product and a founder or small team doing the selling. If you already have a ten-person sales org, you need a VP, not me.
Do you replace our sales team?
No. I make the one you have effective in schools. Where there isn't one yet, I run outreach and demos until there is, and I hand off everything I built.
Will you work under our brand?
Yes. Outreach can go out under your name or mine, whichever converts better for your audience. At conferences I'm part of your team.
How does pricing work?
The District Lens is a fixed-price engagement. The retainers are quoted after an intro call, by the quarter, the event, or the month, and the District Lens is credited toward whichever one follows. You'll know the number before you say yes.
Can this combine with the school packages?
Often. I work with schools every week, which is where the instincts come from. I'm careful about conflicts: I won't pitch your product into a school I'm currently consulting for.
Tell me where the pipeline stalls.
I'll tell you what the buyer is thinking at that exact moment.
Book an intro call