About Mike Peroni
AI GTM Architect, VP Sales at ETQ, Co-Founder of Content Raven, & President of Sterling Point Associates.
Mike is a commercial strategist at heart. He builds go-to-market systems from the ground up and helps AI-native companies translate strong technology into predictable, repeatable revenue. Most recently, he launched and led ETQ’s EMEA commercial organization after years of advising founders and CEOs navigating the most consequential commercial decisions of early and scale up stage SaaS companies.
Building Go-To-Market Systems From The Ground Up
With deep appreciation for the work that happens before a company has a playbook, Mike sees building a commercial motion from nothing as an opportunity to make the most important decisions based on data and learning. He’s developed a unique skill effective in the early, uncertain stage of a company’s commercial life, where the path forward has to be invented rather than inherited.
Across multiple companies and categories, Mike has developed a rare ability to identify what a market actually needs to hear, structure the motion required to reach it, and build the operational systems to make that motion scale. At ETQ, he designed and launched the company’s first indirect sales program from scratch, generating $500K in ARR in its first year and expanding the pipeline to $3M. He also originated and structured the strategic alliance with Hexagon that helped lay the foundation for ETQ’s $1.2B acquisition. This success earned his next post as VP of Sales to launch and scale the company’s EMEA commercial operations. His approach is about building the right structure at the right moment, so that early wins evolve naturally into a growth engine that can run on its own.
Advising Companies and Founders
In his work bringing strategic discipline to founders and commercial leaders, Mike understands the hardest part of early-stage growth is not knowing what to do in theory. It is knowing what to prioritize right now, with the team and resources you actually have.
Drawing from years of hands-on experience across SaaS, AI, and emerging technology, Mike helps leaders design go-to-market strategies that are both ambitious and executable. His counsel is grounded in what has actually worked at the stages most companies find hardest, from validating a commercial motion to scaling one internationally. At ETQ, he built and scaled the EMEA commercial organization, implementing MEDDPICC-based qualification and aligning cross-functional teams around a unified operating model that supports consistent execution across the region. Whether working with a founder on their first commercial hire or helping an established team adapt to an AI-shaped market, Mike focuses on the decisions that compound.
Mike Peroni's Story
Mike Peroni began his career in the mid-1990s as a consultant at a boutique business intelligence and ERP firm in Boston. That company was acquired by AppNet, which was later acquired by Commerce One, giving Mike an early education in how technology companies grow, merge, and transform. Those years shaped his understanding of how commercial momentum is built and lost across a company’s lifecycle.
From there, Mike moved through a series of increasingly senior commercial roles across enterprise SaaS, supply chain technology, and content security. He helped take TR2 from startup to acquisition by SBC Communications. He scaled LeadCheck from $650K in revenue to over $10M before it was acquired by 3M. He co-founded Content Raven, a venture-backed SaaS startup that raised multiple rounds of capital and served enterprise clients including EMC. He ran sales strategy for Boston-area SaaS startups through Sterling Point Associates, advising CROs on how to build the operational and human capital foundation needed for top-line growth. Each chapter added something different to his toolkit, but the thread running through all of it has been the same: figuring out how companies grow, what breaks when they try, and how to build systems that hold up under pressure. That is the work he is still doing today.