What does G2 Strategic Advisory Services do?

G2 Strategic Advisory Services (G2SAS) is an operator-led advisory firm that helps founders, investors, and revenue leaders improve go-to-market execution, reduce revenue leakage, and accelerate AI adoption across their organizations.

Who does G2SAS typically work with?

G2SAS works with B2B technology companies at various stages — including venture-backed startups, PE-owned businesses, and public companies — that are navigating growth challenges, GTM misalignment, or the transition to AI-enabled revenue operations.

What makes G2SAS different from a traditional consulting firm?

G2SAS brings full-lifecycle operator experience — from Seed through Venture, Public, and PE-backed environments — rather than theoretical consulting frameworks. Engagements are pragmatic, non-disruptive, and designed to deliver measurable results quickly.

What is an AI Readiness Assessment?

An AI Readiness Assessment is a structured evaluation of how an organization currently uses AI tools and where adoption gaps exist. G2SAS uses a standardized, Likert-based scoring framework to measure AI maturity across departments and provide prioritized recommendations.

How can I engage G2 Strategic Advisory Services?

G2SAS offers four engagement models: Strategic Advisory Retainers, Fixed-Scope Engagements, On-Demand Advisory, and Workshops & Training. Organizations can begin with a brief introductory conversation to determine the best fit.

Experience - G2 Strategic Advisory Services

About Dave Govan

Dave Govan is the Founder, CEO, and Senior Principal of G2 Strategic Advisory Services (G2SAS), a B2B advisory firm specializing in go-to-market strategy, revenue execution, and AI assessment and enablement for technology companies at every stage of growth.

Over the course of a 30+ year career, Dave has operated at the executive level across Seed, Venture, Public, and PE-owned technology companies — generating over $2.3 billion in revenue as a Chief Revenue Officer and closing over $100 million in new business as an enterprise sales representative.

Dave has advised more than 50 technology companies, held CRO roles at market-leading firms including RSA NetWitness and Dell EMC/RSA Security, and built and led revenue organizations across cybersecurity, MarTech, SaaS, cloud, and IT infrastructure. He has been trained in leadership by Dr. Noel Tichy, Dr. Jeff Spencer, and Dr. Jim Goodnight.

As an early adopter of AI, a former executive within AI technology, and an active member of a large Think Tank’s AI Community, Dave brings a pragmatic, operator-led perspective to AI enablement — helping organizations minimize risk and maximize measurable gain from AI adoption.

Dave is the author of Crisis in the Enterprise, a published work on enterprise sales productivity, and is a frequent speaker on go-to-market strategy and AI adoption on podcasts and in professional communities.

Dave Govan’s Credentials at a Glance

$2.3 Billion in Revenue Generated as CRO
$100 Million+ in New Business Closed as Enterprise Rep
50+ Technology Companies Advised
20+ Years in Global and Americas Sales Leadership
~14,000 Hours as ELT-Level Growth Advisor
Full Lifecycle Experience: Seed, Venture, Public, and PE-owned companies
Domain Expertise: AI, Cybersecurity, MarTech, SaaS, Cloud, IT Infrastructure
Author: Crisis in the Enterprise
Speaker: Podcasts and Professional AI & GTM Communities

Connect With Dave Govan

Summary of Dave Govan’s Experience:

Full-Lifecycle Experience: Operated in and/or advised companies at Seed, Venture, Public, and PE-owned stages.
Industry Experience: Approximately 14,000 hrs as an ELT level growth advisor, 42,000 hrs as a Leader & 26,000 hrs as an Enterprise Rep.
Analytical Strengths and AI Forward: ability to quickly uncover and resolve issues impacting ARR Growth. High AI Literacy.
Zero Disruption Advisory: non-disruptive interviews, consultations & data analysis delivered w/ high E-Q & sensitivity toward ELT & Staff.

Public Company Experience

RSA NetWitness – CyberSecurity and Security Consulting Services. Global CRO responsible for Sales, Channels, Marketing, Consulting, Customer Success and Support. OKR was EBITDA Growth: Increased by 52%.

Dell EMC / RSA Security – Identity, CyberSecurity, Fraud Prevention, Governance, Risk and Compliance products and services. Americas CRO responsible for Field Sales Generalists, Specialists, Channels and Inside Sales. OKR was Revenue Growth: Increased from $400 million to $540 million

Leadership Experience

Leadership Experience: 20+ years in Global, Americas and Regional Sales leadership roles within Cybersecurity, Managed Services, Identity, Authentication, Fraud, GRC & Security Consulting (RSA Security, VeriSign), MarTech AI Personalization (Dynamic Yield and Sailthru) and Tech Titans (Dell, Hitachi and Oracle) driving $2.3 billion in Revenue.

Cross Functional Leadership Experience:
Direct Sales, Channels, SDRs, Inside Sales, Marketing, Rev Ops, Consulting, Customer Success & Support within all customer vertical industries.

Leadership Training by Dr. Noel Tichy, Dr. Jeff Spencer & Dr. Jim Goodnight.

Direct Sales Experience:
10 years as an award-winning Enterprise Rep closing $100m in new business including two $20m sales. $30m in new business at Oracle and $70m in new business at DEC.

Domain experience includes AI, Big Data Integration & Analytics, Salestech, MarTech, Information Security, SaaS, Cloud and IT Infrastructure.

Extensive network across twenty vertical industries includes relationships with Customers, Colleagues, Channel Partners, and Investors.

Established relationships within Next Gen AI Tech community.

Client Experience

Partial List of Engagements:

Scaling Revenue: Improved – ICP Targeting, Messaging, Sales Process, Forecasting, CSM Process and delivered cost efficient 2x Revenue Growth Plan for B2B Services Cofounder.

Scaling Revenue: Five assignments over two years – Revised go to market strategy. Transformed sales model and sales & marketing execution. Assisted Founder in raising venture round. Sales & Marketing improvements led to successful exit through acquisition.

Go to Market Optimization & Sales Transformation: Early Stage Data Loss Prevention Software Company. Assisted Founder/CEO by optimizing go to market strategy and execution. Recruited star VP of Sales. Revamped Sales & Marketing. Changed Messaging. Rebuilt Pipeline. Reduced burn rate by $300,000.

Go to Market Optimization: Engaged by Chairman of Governance Regulatory & Compliance Software Company to optimize go to market strategy and overhaul marketing execution. Recruited star VP of Sales and Reps.

Scaling Revenue: Created new strategy and expanded from Consumer to Commercial market launching new DLP product, new marketing, and new sales team. Achieved initial sales in over one hundred companies and built pipeline of ten million dollars within 90 days of new product launch.

Our Why?

It’s time to cut through the noise and focus on the most impactful Sales & Marketing methods to achieve your Revenue objectives. We combine our experience with Next Generation AI Technology with our own proven large and growth company experience to help you achieve Revenue growth.

Values

We are here for our Clients, not the other way around. Everyone that works for us or with us must follow a code of conduct of Professionalism, Integrity and Accountability. Our word is our bond.

Explore G2SAS Services

Dave Govan and the G2SAS team work with clients across two core service areas. Learn more about our GTM & Revenue Advisory services and our AI Assessment & Enablement services. You can also review our Revenue Growth Success Stories or schedule a brief conversation to discuss your specific challenges.