about signal foundry

BUILD THE BUSINESS AROUND THE IDEA. DESIGN WHAT THE NEXT STAGE NEEDS.

Signal Foundry helps founders build the business around a strong idea, understand what is happening when something stops working, and design the commercial systems the next stage requires. We work across sales, GTM, product, customer experience, technology and organizational systems.

WHY SIGNAL FOUNDRY EXISTS

YOU SHOULDN'T HAVE TO BECOME AN EXPERT IN EVERYTHING TO BUILD A GREAT BUSINESS.

Most businesses start with someone who knows something really well. A product. A craft. An industry. A customer problem. An idea they believe should exist. Then they have to build a business around it.

Sometimes the problem is obvious. Often, you just know something feels off.

Building the business brings a whole new set of questions. How do we find customers? What should we charge? Is this a marketing problem or a sales problem? Do we need another person or a better process? Is this technology helping us or making things harder?

Signal Foundry helps you figure out what is actually going on before you spend time and money trying to fix the wrong thing.

THAT'S WHY COMMERCIAL ARCHITECTURE EXISTS.

The same kinds of commercial system questions show up in different businesses again and again. Commercial Architecture is the growing body of work behind Signal Foundry. It turns what we learn from diagnosis, system design, implementation and leadership into practical principles, frameworks and tools. It is not a playbook that tells every business to do the same thing. It helps leaders understand what fits the business they actually have and what they are ready to build next.

See how we develop the work →

WHY SIGNAL FOUNDRY?

SIGNAL

Find what matters.

Signal is finding the thing that actually matters when everything feels important.

FOUNDRY

Make it useful.

Foundry is turning what you learn into something useful. That's the work.

THE FOUNDER

KATIE MARR

I have spent most of my career working on problems that don't fit neatly inside one team.

I started in operations, which taught me early that strategy only matters if a business can actually execute it. From there I moved into agency consulting with large organizations, sharpening my work around messaging, positioning and offer strategy.

I later moved client-side and helped scale an early-stage business from roughly $300K to $2M ARR in under two years, working across sales, product strategy, customer experience and measurement. Alongside that, I advised new founders on how to build the business around an idea: who it is for, what to sell, how to price it and how to take it to market. The businesses have ranged from technology and larger enterprises to retail, restaurants and not-for-profits. The common thread is the commercial problem, not the industry.

A woman with glasses and long brown hair wearing a red sweater sits next to a brindle dog looking to the left, both facing forward. The text on the left describes her professional focus on clarifying complex growth decisions through marketing, product, customer experience, and operations expertise. She emphasizes practical frameworks and clarity. A handwritten label points to her dog, describing him as her unofficial perspective coach, who watches monitors and often gets the right hint.

THE WORK DRAWS ON EXPERIENCE ACROSS THE BUSINESS.

That broad view matters because growth problems rarely stay inside one part of a business.

Growth & Revenue

Go-to-market, revenue operations, business development and account growth.

Product & Customer

Product strategy, customer experience, lifecycle, adoption and customer value.

Partnerships & Technology

Partner ecosystems, platforms, CRM, automation and technology decisions.

Operations & Change

Process, leadership, execution and the realities of changing how work gets done.

A woman with glasses and long hair holds a large brindle dog with white markings, both looking to the right. Text beside them reads: 'I build clarity for complex growth decisions.' The woman explains she helps turn unclear business problems into actionable decisions with a practical approach. A list titled 'What I Bring' includes cross-functional perspective, hands-on execution experience, clarity over complexity, and practical frameworks. A caption above the dog says 'My unofficial perspective coach.' and notes the dog watches monitors to give hints on problems.

I BUILD CLARITY FOR COMPLEX COMMERCIAL DECISIONS.

I’m usually most useful when the work crosses enough boundaries that no single function owns the whole thing, or when the company needs someone who can connect strategy to execution. I can diagnose the system, help design what comes next, and stay close enough to the work to help implement or lead it.

My approach is practical by design. I care less about making a problem sound sophisticated than about understanding the intended outcome, what the business is ready for, and what system, capability or leadership will make a meaningful difference now.

WHAT I BRING

Cross-functional perspective
Hands-on execution experience
A bias for clarity over complexity
Practical frameworks, not theory for theory’s sake

Founder with her dog, her unofficial perspective coach

WORK WITH SIGNAL FOUNDRY

BUILDING THE BUSINESS, OR NOT SURE WHAT TO CHANGE NEXT?

You don't need to have the problem figured out before we talk.

Explore Advisory

Text on a dark blue background with a woman in glasses and a dog on the right. The text reads: 'I build clarity for complex growth decisions.' It describes her practical approach to problem-solving across business boundaries, emphasizing clarity, execution experience, and practical frameworks. A note says she is an unofficial perspective coach. A smaller text next to the woman and dog says, 'When I've been staring at a problem too long, he climbs into my lap and watches the monitors until I get the hint. He's usually right.'