Market like an operator, not a department.

Currently building GTM at Tricity Realty [ SCROLL ]
[ 01 / 12 ] ABOUT

I’m Shashwat. I do the unglamorous half of marketing (the positioning, the pricing, the sequencing, the systems) and then I make the glamorous half actually sell. Eight years across multiple industries. I currently run go‑to‑market at Tricity Realty. I don’t write decks that get admired. I write plans that get approved.

Positioning before execution
[ 02 / 12 ] WHAT I DO

I position, launch and automate for brands that sell big‑ticket things.

Positioning so sharp your competitors quietly reprice. Go-to-market roadmaps that survive contact with a sales team. Launch campaigns that fill a site-visit calendar instead of a vanity dashboard. Brand narrative that makes a four-crore apartment feel inevitable. Automations that do the follow-up your team swears they did. Funnels wired end to end so no lead dies of loneliness. Dashboards that tell you the truth on a Monday morning. And a whole lot of unglamorous plumbing nobody puts on a showreel.

OFF THE RECORD ↗
  1. Positioning
  2. Go‑To‑Market
  3. Narrative
  4. Launches
  5. Copywriting
  6. Automation
  7. Process
  8. Funnels
  9. Vendors
  10. Web
[ 03 / 12 ] HOW I WORK

It’s not complicated.
It’s just uncomfortable.

(my process is as easy as 1… 2… 3…)

01

One Bottleneck

I don’t fix marketing. I find the one thing throttling it and I throttle it back. Usually it isn’t the creative. It’s the positioning, the price story, or a follow-up nobody owns.

02

Two Weeks

I work in two-week sprints, like your dev team. Every second Friday something ships: a launch, a sequence, a system. Not a status update.

03

Ninety Days

Give me a quarter. By day ninety the pipeline is instrumented, the narrative is fixed, and the team has a playbook they can run without me in the room.

[ 04 / 12 ] THE CHARIOT

Every Arjuna needs a Krishna. Every Krishna needs an Arjuna.

Krishna never picked up a bow at Kurukshetra. He drove the chariot. He chose the ground, read the field, told Arjuna which formation to break and in what order, and left the shooting to the man who was built for it.

That is the job. Your sales team is Arjuna: give them the right thing to aim at and they will close it. What they cannot do from inside the fight is choose the ground. Positioning is choosing the ground. Pricing is choosing the ground. Which project launches in which month, to whom, with which story: all ground.

I don’t want to take the shot.
I want to be in the chariot when the ground gets chosen.

An Indian painting, circa 1830: Arjuna kneels with folded hands before his charioteer Krishna, who holds the reins of a four-horse chariot with his right hand raised in the teaching gesture.
FIG. 01 / ARJUNA KNEELS BEFORE HIS CHARIOTEER. KRISHNA HOLDS THE REINS, RIGHT HAND RAISED IN THE TEACHING GESTURE. INDIA, c.1830 · BRITISH MUSEUM · PUBLIC DOMAIN
Choose the ground
[ 05 / 12 ] TRACK RECORD

Eight years. Four industries. One habit.

Sport taught me that attention isn’t revenue. Medical equipment, how to sell to buyers who read spec sheets and nothing else. Edtech, what a funnel really does when four hundred leads a week hit it. Real estate, that one bad month costs more than most startups raise. Different rooms, same habit: read the buyer, name the bottleneck, build the system that closes it.

Receipts
  1. Tricity RealtyGTM Strategist / Marketing Manager2024–NOW
  2. upGradSr. Business Development Manager2023–24
  3. Star VacaysMarketing Specialist2024
  4. Mirza PropertiesHead of Marketing2022–23
  5. Izna FoundationCo‑Founder2021–23
  6. MillibotSales & Marketing Specialist2022
  7. Rajasthan RoyalsMerchandiser2021
  8. SportCo.ioSocial Media Manager2020–21
  9. BookMyShowOperations / IPL, Wankhede2019
  10. Star TV NetworkMarketing Intern2018

IISM, B.A. Sports Management, 2018–2021  /  Navi Mumbai, India

[ 06 / 12 ] BEFORE ME

BEFORE AFTER // SHASHWAT©

[01]

BRIEF ROULETTE.

Every campaign starts from scratch because nobody wrote down what worked last time. The agency asks for a brief. The brief is a WhatsApp voice note. The voice note is seven minutes long.

[02]

CHINESE WHISPERS.

The brief goes to sourcing, sourcing briefs the brokers, the brokers talk to the buyer. By the fourth retelling it’s a different product. Nobody planned the mutation, so nobody controls what survives it.

[03]

LAUNCH AMNESIA.

The launch does numbers. Nobody can tell you which numbers, or why. Next quarter you do it again from zero, with a different agency and the same outcome.

[01]

ONE SOURCE OF TRUTH.

One document. Positioning, price story, audience, message hierarchy, channel plan. Every vendor, every salesperson, every creative pulls from the same page. Arguments end in minutes instead of weeks.

[02]

SHIPS EVERY WEEK.

Two-week sprints, instrumented. Something goes live every Friday and we know what it did by Monday. The calendar stops being a wishlist.

[03]

LEADS THAT CLOSE.

Qualification happens before your sales team’s first call, not after their fourth. Fewer leads. Better conversations. A cost per site visit you can say out loud.

[ 07 / 12 ] THE SYSTEM

The machine behind the marketing.

CAPTURE
Landing pages and forms built to qualify, not just collect. Every source tagged at the door so attribution isn’t an argument later.
  1. 01 Capture
  2. 02 Qualify
  3. 03 Sequence
  4. 04 Route
  5. 05 Report
The unglamorous part
[ 08 / 12 ] IZNA FOUNDATION

Some work is measured in meals, not metrics.

I co‑founded Izna Foundation in 2021 and spent two years on it. Food, supplies and practical help for families living in informal settlements, and for the children growing up in them. No client, no campaign, nothing to sell.

2021 – 2023  /  Co‑Founder
Three children sitting outside their homes in an informal settlement Volunteers in masks and face shields handing out supplies to families A group of children smiling and making peace signs at the camera A small child sitting on a roadside kerb
On the ground, 2021–23 01 / 04
HOUSE RULESHOUSE RULESHOUSE RULESHOUSE RULESHOUSE RULESHOUSE RULES
[ 09 / 12 ] HOUSE RULES

Every public pool has a sun-faded sign on the wall. No diving. No open wounds. Rules exist so things don’t get out of hand. These are mine, earned the expensive way, one bad quarter at a time.

  1. 001.Positioning before execution. Always.
  2. 002.Marketing is not lead gen. Some channels exist for recall, not for a row in your lead sheet.
  3. 003.Price is what you quote. Value is what they justify it with.
  4. 004.The best campaigns don’t sell. They clarify.
  5. 005.On a complex purchase, belief converts. A CTA doesn’t.
  6. 006.Lead quality is a narrative problem before it’s an audience problem.
  7. 007.Launch creates noise. Sustenance creates sales.
  8. 008.Never burn sixty percent of the budget in six weeks and call it momentum.
  9. 009.Mis-selling is a worse problem than a high CPL.
  10. 010.Every brief is a game of Chinese whispers. Plant the detail you want discovered.
  11. 011.Marketing that never asks Sales what’s blocking a close is guessing on purpose.
  12. 012.Don’t invent a USP. The brief the builders were given is the campaign.
  13. 013.A strategist is the conductor, not the violinist.
  14. 014.A GTM plan gets approved on one page, not on a hundred.
  15. 015.A mislabelled lead never comes back. Fix the labelling.
  16. 016.Automate the follow-up before you automate the pitch.
  17. 017.The unglamorous work compounds. The glamorous work expires.
[ 10 / 12 ] LOUD IN PUBLIC

I don’t market in private.

  1. 2,411FOLLOWERS ON LINKEDIN
  2. 4HOUR‑LONG EPISODES SHIPPED
  3. 12PUBLISHED BREAKDOWNS
  4. 10EPISODE SERIES, STILL RUNNING
Part-time with Shashwat Sharma
A PODCAST

Part‑time with Shashwat Sharma.

Ten episodes on the industries India never bothers to explain to itself. Four are out, an hour each, every one with somebody who actually built the thing instead of tweeting about it.

  1. EP 01Reality of Performance Marketing Karan Goyal1:04
  2. EP 02The Medical Industry Through the Years Navin Singh1:06
  3. EP 03Principles for Entrepreneurs Surbhi Bafna / Allter, Shark Tank1:05
  4. EP 04Building a Brand Without Credit RajendraKumar Singh / Sai India Gypsum1:01
ALL EPISODES ON YOUTUBE →
GTM is often misunderstood
GTM Strategy
Price vs value
Price vs Value
Marketing vs lead gen
Marketing vs Lead Gen
Education vs selling
Education vs Selling
Lead vs narrative
Lead vs Narrative
Launch vs sustenance
Launch vs Sustenance
Content strategy
Content Strategy
USP
The USP Trap
Luxury creative
Luxury Creative
Feedback
Feedback
Beam creative
Beam
Aspiring marketer
Aspiring Marketer
[ 11 / 12 ] ORIGIN

A crowd is not persuaded. It’s routed.

In April 2018 I was standing in a tunnel under the Wankhede with a walkie-talkie and absolutely no authority.

Thirty-three thousand people were about to arrive at seven gates. My job was to get all of them to the right seat without a stampede.

Nobody in that tunnel cared about my degree. They cared whether Gate 4 was moving.

I learned something under that stand that no marketing course has taught me since. You do not convince thirty-three thousand people one at a time. You design the flow, you remove the friction, and the crowd does what the crowd was always going to do, faster, and without hating you for it.

Eight years later I’m doing the same job with a different crowd. Positioning is the signage. Campaigns are the gates. Automation is the turnstile. And attention, like a crowd, will always take the path of least resistance.

Marketing people call this a funnel. I’ve been in the tunnel. I call it…

LEVERAGE

[ 12 / 12 ] FAQ

You’ve got questions. I’ve got answers.

001What kind of role are you looking for?

Ownership of go-to-market. Marketing lead, GTM lead, brand and growth: the title is negotiable, the ownership isn’t. If the job is executing someone else’s plan, we’ll both be bored by month two.

002Where are you based?

Navi Mumbai. In a Mumbai office four days a week, happily. Fully remote for the right team anywhere.

003How fast can you start?

Faster than my notice period suggests. Ask me.

004Do you freelance?

Yes, in two-week sprints, three-month minimum. Positioning, a launch, or a funnel built end to end. I don’t do one-off creatives unless they make me weak in the knees.

005What does a sprint cost?

Somewhere between a good camera and a used hatchback, depending entirely on scope. You’ll get the number on the first call, not the fourth.

006When is this not a fit?

If you want leads without a narrative, a rebrand without a reason, or an AI that magically replaces a sales team. I’ll say no on the first call and save us both a quarter.