Welcome to Pine & Tar
Elite Consulting Talent Demand Generation Brand Development RevOps Enablement Email Automation Sales Process Optimization
You don’t need a full-time CMO. You need someone who’s built what you’re building and can get to work immediately. That’s Pine & Tar.
Whether you’re launching a new initiative, filling a critical gap, or navigating a pivotal growth phase, get access to proven talent and results with the flexibility and speed your business demands.
Just some of the successful brands we've helped over the past 30+ years
Pine & Tar
History
Pine & Tar’s founder and managing partner, Dan London, is a marketing and technology executive with over 30 years of experience building and scaling growth-driven B2B businesses. Throughout his career, he has grown and led high-performing teams at multiple North Carolina success stories, serving as CMO and CEO, building GTM motions from scratch, hiring first revenue teams, and scaling products from early traction through growth. Dan’s expertise spans performance marketing, demand generation, digital strategy, customer acquisition, revenue operations, brand development, and early-stage investing. His team of consultants is a group of multidisciplinary experts he has worked directly with throughout his career.
Today, Dan runs Pine & Tar as both operator and investor. Taking fractional CMO and advisory roles at B2B companies that need senior GTM leadership, and writing early-stage checks into B2B software companies where he gets operationally involved
alongside the founders.
What we offer
We help B2B companies build predictable revenue growth by aligning marketing, sales, and customer success through strategic demand generation, optimized sales processes, and unified revenue operations. From brand development to email automation, we create data-driven systems that turn your revenue engine into a scalable, efficient growth machine.
Your results
Track what matters: pipeline growth, conversion rates, deal velocity, customer acquisition costs, and revenue attribution across every touchpoint. You'll receive regular reporting with clear metrics and actionable insights, showing exactly how our strategies are impacting your bottom line and where we're driving the most value for your business.
What we offer
Where the C-Suite and Specialist Meet
Pine & Tar gives you C-suite strategic thinking alongside the hands-on talent to execute. Most
consultants or fractional executives give you a plan. We give you the plan and the team to make it happen.
Demand Generation
We help B2B companies create sustainable growth by building brand awareness, educating prospects, and generating genuine interest in what you offer. Our approach goes beyond quick wins. We nurture relationships throughout the entire buyer's journey and develop strategies that turn prospects into long-term customers.
Brand Development
We build and strengthen your company's identity beyond a logo. Defining your values, messaging, and positioning creates lasting connections with your audience and establishes the competitive advantage that drives long-term growth.
Sales Process Optimization
We analyze and refine every step of your sales cycle to boost efficiency, shorten deal times, and increase revenue through data-driven strategies. Our approach builds a scalable, consistent sales system that doesn't rely on individual heroics creating a smoother customer journey and a more predictable growth engine.
Email Automation
We build automated workflows that send targeted, personalized emails based on user actions, behaviors, and schedules enabling you to nurture leads and engage customers without manual effort. Consistent, timely communication that boosts conversions and scales your outreach effortlessly.
RevOps Enablement
We align your marketing, sales, and customer success teams by unifying processes, data, and technology to create a seamless customer journey and drive predictable revenue growth. Our RevOps framework breaks down silos, establishes shared metrics across the customer lifecycle, and builds a revenue engine that is efficient, scalable, and built for sustainable results.
Early-Stage Investment
Dan invests his own capital into early-stage B2B software companies focusing primarily product-led growth businesses, with a secondary focus on sales-led companies where strong GTM strategy is the defining competitive advantage. Unlike most investors, Dan is willing to get operationally involved in every company he backs.
Building something in B2B? Let's talk.
Pine & Tar is run by Dan London, a former CMO and CEO with 30+ years of experience building B2B companies. Dan invests his own capital into early-stage B2B software companies and gets operationally involved in each one.
He also takes fractional CMO and advisory roles at companies he doesn’t invest in. Providing senior GTM leadership on a part-time basis for founders who aren’t ready for a full-time hire. Two sides of the same coin: operator and investor.
- Proven Results
- Expertise Across Disciplines
- Early-Stage Investing
About the Name
Pine provides strong, workable timber for shipbuilding, while tar waterproofs and preserves that wood against rot and damage.
At Pine & Tar, our mission is to build strong foundations for your business and provide ongoing support that protects and preserves your success against whatever challenges lie ahead.