Hi, I'm Amber Winter

My Story

I spent a decade in revenue leadership—from scrappy startup marketing roles to CEO at Web Courseworks, where I helped scale the company from $3.5M to $9.2M ARR before a successful acquisition by Forj Software.

Along the way, I learned something critical: most companies don't fail because they build bad products. They fail because they don't know who actually buys from them or why.

I saw CEOs launching products based on intuition, not data. Sales teams chasing bad-fit prospects. Boards demanding predictable growth without the systems to deliver it.

Why I Built GTM Foundation

After helping dozens of companies through fractional CRO engagements, I noticed the same pattern: companies had all the data they needed (closed-won deals, closed-lost deals) but weren't systematically analyzing it to extract their real ICP and GTM strategy.

So I built GTM Foundation—the program that lets CEOs upload their deal data and get structured, data-backed analysis of who's actually buying, why they're winning, and why they're losing.

For companies that need hands-on help, I offer consulting services to build complete GTM systems in 6-8 weeks.

My Approach

• •Systems first. I build the process first, prove it works, then scale.
• •Data over intuition. Your closed deals tell the truth about your ICP—we just need to listen.
• •Execution, not just strategy. I can configure the CRM, write the playbook, train the team.
• •Simplicity over complexity. Simple systems your team will actually follow beat complex frameworks they ignore.

Background

• •Web Courseworks (2016-2023): Scaled $3.5M → $9.2M ARR, 97% retention, 107% net retention. Led acquisition by Forj Software.
• •CCO, Forj (2023-2024): Integrated 2 acquired companies while building customer success function.
• •Fractional CRO, SuiteDynamics (2024-present):Leading GTM strategy and revenue teams for NetSuite consultancy serving manufacturers.
• •GTM Foundation (2025-present): Building the program and consulting practice helping growth-stage companies build repeatable GTM.

Recognition

• •Named to Top 50 Women Chief Revenue Officers of 2025