Steven Craig Goodall
B2B PMM Leader | 3x Startup Acquisitions | GTM Strategist | Positioning & Storytelling Architect
- Role
- Product Marketing Manager at Affinipay
- Location
- Seattle, WA, US
- LinkedIn followers
- 500 followers
About Steven Craig Goodall
Proud member of the Cherokee Nation! I’ve spent over 8 years in product marketing…
Experience
Product Marketing Manager
May 2024 — Present · Seattle, WA, US
I lead Product Marketing for the legal tech portfolio (MyCase, CASEpeer Docketwise, & LawPay), driving GTM strategy, positioning and growth across multiple products. My role connects product innovation to customer needs, ensuring we’re not just building features - but delivering real business impact.I’ve been instrumental in refining our differentiation in embedded finance, helping position us as the go-to financial partner for small businesses - giving them the tools to maximize revenue, optimize cash flow and grow with confidence. I’ve been deep in the trenches in navigating multiple acquisitions and a PE sale, driving alignment across cross-functional teams to ensure we scale successfully. Core Areas of Impact Positioning That Sticks: I build stories that sell, not just features that exist. I craft messaging that resonates, making sure we don’t just compete - we lead. Sales Enablement That Works: I make sure our sales team has the right narrative, the right tools and the confidence to sell smarter and close faster. Whether it’s training, battlecards or messaging tweaks, I make the complex simple. I love presenting at company-wide events to get everyone on the same page. GTM That Drives Real Results: Product launches aren’t just announcements - they’re strategic plays. I build launch strategies that ensure our products land, stick and scale. Customer Insights That Fuel Strategy: I\'m helping build our first-ever user conference, creating a space where customers could connect, learn and help shape our roadmap. I stay connected to users weekly and help organize quarterly CABs and ensure our customers have a voice in our strategy. Listening to customers is my superpower. Making Market Influence Happen: Beyond internal execution, I help shape industry conversations, craft content that actually influences purchasing decisions and position us as the go-to for small business financial success.
Education
The University of Texas at Austin
Bachelor of Science (B.S.), Psychology
2013 — 2015
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