Scale Your Startup. Build What Lasts.
Strategic advisory for B2B tech startups ready to grow — from positioning to product to go-to-market.
What Marcus does
Advisory Services
Three focused areas where Marcus provides the most value to growing B2B startups.
Positioning
Define who you are — and why it matters to buyers.
Clarify your best-fit customer, sharpen differentiation, and align sales, product, and marketing around one clear message.
- Identify your best-fit customer profile and the market you can win
- Define a clear, credible competitive alternative and your unique value
- Align sales, marketing, and product around a single positioning foundation
General Advisor
Strategic guidance across every dimension of your business.
A trusted advisor for strategy, growth, and execution from board-level decisions to practical next steps.
- Strategic planning and go-to-market execution
- Organisational design and team structure for growth
- Product strategy and roadmap prioritisation
Product Management
Build better products with streamlined processes and sharp packaging.
Set up practical product processes, improve packaging and pricing, and help teams ship consistently without added chaos.
- Implement streamlined agile processes tailored to your team size
- Introduce Jira and Confluence with practical guidance and adoption support
- Review and redesign product packaging, pricing models, and tier structure
About Marcus
Built a company.
Sold it to Juniper.
Now helps you build yours.
Marcus Friman co-founded Netrounds in 2007 — a B2B software company focused on active network testing and assurance. Over 13 years, he and his team built it from a two-person idea into a product used by telecoms and enterprises globally, before its acquisition by Juniper Networks in 2020.
That journey taught him every hard lesson: how to position against well-funded incumbents, how to build a product organisation that ships without chaos, how to build a sales motion that scales, and how to make every hire count when resources are limited.
Today he works with a small number of B2B tech startups at a time — bringing that experience to bear on the problems that matter most to founders trying to scale.
Co-founder
Netrounds → Juniper Networks
Acquired 2020
Positioning is the act of deliberately defining how you are the best at something that a defined market cares a lot about.
April Dunford
Author, Obviously Awesome
Deliberate, well-executed positioning is one of the highest-leverage things a startup can do. It's also one of the hardest to get right alone.
From founders
What Founders Say
A selection of feedback from startup founders Marcus has worked with.
Marcus helped us completely rethink how we talked about our product. We had been describing features — he pushed us to describe outcomes. Within two months of repositioning, our sales cycle shortened noticeably and inbound leads became far better qualified.
Anna Lindqvist
CEO & Co-founder, Flowpath Technologies (Stockholm)
We brought Marcus in when we were scaling from 15 to 50 people and the cracks were starting to show in our processes. He helped us restructure the product team, introduced sensible tooling, and gave us a pricing model that actually made sense. The clarity he brings is remarkable.
Thomas Bergmann
CTO, Nuvolo Systems (Berlin)
What sets Marcus apart is that he has actually built and sold a company. He is not a consultant speaking in theory — he has felt the pressure of board meetings, customer churn, and tight runways. That experience made his advice immediately actionable for us.
Silje Haugen
Founder, Meridian Data (Oslo)
Get in touch
Work with Marcus
If you're a B2B tech founder thinking about positioning, product, or scale — reach out. Marcus works with a limited number of startups at a time.