Where should we use AI? Where revenue is made.
If leads are lagging or marketing is hard to judge, we check what customers say, what deals show and what competitors claim before recommending what to do. The first project gives you a plan you can use and a reasoned view of where AI helps.
Not a technologist selling tools, not an agency selling hours.
Looking for AI workflows or automations? We can build them when they have a clear job to do and reliable knowledge to work from.
Founder-led B2B companies · considered purchases · sales and marketing stretched thin
We know what success looks like.
400+ product launches
The Method
The first project: a plan you can use.
One fixed-fee project, led at executive level. We start with an audit and a plain-language readout: what holds up, what needs work, and whether the rest of the project is worth doing. If the answer is “don't spend yet,” the project stops and only the audit stage is paid.
If we go on, we turn the evidence into a marketing and communications plan and a certified knowledge base. We work through the decisions with your leadership. The files and the reasoning behind them are yours.
We build the base to be accurate, thorough, differentiated and organized so a machine can run on it and a person can decide from it. Four gates test whether it meets that standard.
Three of those four a machine can help you reach. Organizing is the last step, and the easy one. Whether it's yours is the call somebody has to make about your market, and it is the one you are hiring for.
An AI will hand you an answer. We hand you a call with the reasoning attached: which claims are still yours, what each one is worth, and what it would cost to keep holding one.
Uncovering that is our work. Deciding what to do about it is yours.
| Accurate | Pass |
| Thorough | Fail |
| Differentiated | Fail |
| Organized | Fail |
Step 1 · The assessment
Where you stand
We review the claims and material you already have, test them against the four gates, and give you a plain-language readout. It shows what needs more evidence and whether to build the full base.
Asks of you: a few hours, most of it in writing.
Step 2 · Build and certify
A plan your team can run
We build the marketing and communications plan around the questions your team has to answer: who to pursue, what to say, what sets you apart, and what to do first. Each important call has its evidence and reasoning attached. We work through the decisions with leadership, certify the knowledge base against the four gates, and hand over the files. You own them.
Asks of you: deal records, a handful of customer introductions, and a short conversation with whoever runs sales.
After the first project
Build what earns its place
If the first project points to a clear use, we can scope a content engine, a sales brain, or another AI system, one build at a time. Each is a separate decision. Scheduled reviews can keep the knowledge current and tune systems already in use.
Asks of you: a named owner, the access the system needs, and approval before launch.
Each one answers a question your team already asks out loud.
- Where to start, what order to read things in, and what this isn't.
- What you sell, who writes the check, and why they buy now.
- Your category, your positioning statement, and what you're first, best or only at.
- Your best-fit customers, everyone in the buying group, and why they really buy.
- What your rivals actually claim, word for word and dated, plus your counters.
- Who profits from things staying as they are, and where the resistance sits.
- What the companies worth selling to have in common, and how to spot them.
- What to say to each audience, and how to answer the objections.
- The register of what you can say publicly, and where each claim came from.
- What passed certification, what's still a bet, and which claims rest on one source.
- The rules any AI reading these files must follow, starting with never inventing anything.
- Where AI helps first, ranked, with the reasoning for the order, and where it shouldn't.
- When each file was last verified, and how often each one needs re-checking.
The first project leaves you with a plan and its evidence. Any later build or scheduled review is scoped separately.
The Problem
What is holding marketing back?
A lead problem, an unclear story, and a marketing budget that's hard to judge can have different causes. We look at what customers say, what deals show, and what competitors claim before recommending what to change.
One part of that work is checking the claims your marketing already makes.
From an audit readout:
| "We're the only ones who do the whole job in-house." | Still yours— no rival makes this claim |
| "Our quality is what wins us deals." | No longer yours— every competitor says it too |
| "We're known for custom fabrication." | Out of date— most of your growth is somewhere else |
Claims tend to sort this way.
Some of the most useful knowledge sits in sales conversations, customer answers, and what a founder knows but has never had to explain. We draw it out, check where accounts disagree, and put sources behind the decisions that follow.
The Upside
Yes, AI can grow your business.
Especially in sales and marketing.
Always on. Engaging the channels your buyers use most often.
Personal at scale. Each prospect met as the distinct customer they believe they are.
Market response. More ideas in market, faster, and proving winners.
You'll see the tedious work move to the machine, and the talent move to strategy and decisions. The rest takes tools, training, and a team willing to work differently. All of it runs on what you feed it: your customers, your rivals, and your edge.
So the bottleneck moves. Producing the work used to be the hard part. Now the hard part is knowing whether what you're feeding it is still true.
The Catch
You test what it did, not what it said.
Once the volume is up, you start judging tactics on how they performed instead of what they were saying through them. You test the subject line. You never test the claim underneath it, because reopening that feels like starting over.
The models are brilliant and green — whip-smart in general, blank on your business: why your customers really buy, what your rivals actually claim, what you're first, best or only at. Point one at your marketing without that knowledge and it fills the blanks with everyone's answer.
AI accelerates whatever you feed it. Fed generic answers, and you become prolifically generic. Prospects delete the work, spam filters punish it, nobody remembers it.
Just because we can use AI doesn't mean we're ready to.
Keeping It Current
We believe a company has to be six things now to earn trust:
accurate, thorough, different with purpose, organized, agile and ever-present.
We certify four of them. Different with purpose is what the audit calls differentiated. Agile and ever-present are about how often you do it, and no document shows that.
Somebody has to keep deciding what's still true.
AI is accelerating everything. Markets move, competitors adjust, and learnings from the field compile. Staying relevant means marketing is now an agile practice: review the knowledge base, update it frequently and deploy. Our read: when anything can be generated, and faked, the companies worth believing say one thing everywhere and can change it everywhere at once.
| Last verified | |
| Competitive claims | 14 months ago |
| Positioning statement | 26 months ago |
| Best-fit customer criteria | Current |
Speaking, Workshops, Consulting
I teach this in rooms, and lead this inside companies.
So, how will your business actually use the AI knowledge base to generate revenue? Some companies want to learn to transform themselves. Some want our help turning pilots into practices. We'll tell you honestly which will work best for you. We also offer:
- Leadership and team trainings
- Custom-built AI workflows and automations
Recent engagements
"…We worked with Mike to help kickstart our company's AI initiatives & setting up a cohesive AI strategy to better support our teams and customers. I'd say we were able to get a remarkably fast start thanks to his help…"
— David O'Toole, Chief Analytics Officer, Comoto Holdings
"Mike brings an authentic, strategic perspective that helps organizations navigate complex changes, not just in AI, but in how we fundamentally approach innovation."
— Akshay Gadre, Chief Technology Officer, Comoto Holdings
"[Mike] made complex concepts easy to grasp without oversimplifying them. The session was packed with real, usable takeaways leaders could apply immediately — he even built a custom GPT to extend the value beyond the talk. I'd recommend him to any organization that wants AI explained with clarity, relevance, and impact."
— Chris Stovall, President & CEO, Texas811
Bring this to your groupWho Holds It
Mike Covert
Founder & CEO, Ignite Partnership
25+ years in marketing strategy and go-to-market — Samsung, Microsoft, Qualcomm — 400+ product launches, and a client base that's 90% repeat and referral since 2008. I'm a founder and chief executive myself, running my own businesses as AI-centric operations. Not a technologist selling tools, not an agency selling hours.
On one engagement I made a recommendation, then reversed it when the research came back. It saved that company money and cost my firm work the proposal had reserved. I never wrote down why. The best judgment on that job lived in one person's head, and the files we delivered did not contain it. That is the failure this work exists to fix.
4x Founder/Executive · IWAI Certified AI Consultant(LinkedIn profile)Tell us what needs to work better.
Tell us what's happening in sales or marketing. We'll start there. The first project has a fixed fee agreed up front.
Thanks. Mike will read this himself and reply personally, usually within a business day.
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