Hi, I'm Eric.

I'm a fractional demand generation consultant with about 15 years of experience across B2B SaaS — spanning ERP and enterprise software, fintech, IT and master data management, HR tech, and the creator economy. I've run demand gen as an embedded operator for companies at very different stages, from early go-to-market to scaling teams with real pipeline targets.

I work iteratively and directly. Strategy without execution is just a deck, so I stay hands-on — building the campaigns, configuring the tracking, and writing the reporting myself, alongside setting the plan. That combination is what a fractional engagement should give you: senior judgment without losing the ability to actually ship.

Why “First Set”

The name comes from a few overlapping ideas: the first set of a tennis match, the first set of waves, and the foundation that scales. The logo mark reflects that directly — three bars stepping up from a solid base to a peak struck in tennis-ball green. Demand gen for an early-stage or scaling company works the same way: get the foundation right, then build height on top of it.