Work record / Brand / Fluidmapper

Fluidmapper: a brand and a sales motion for a measurement company

Fluidmapper could show what happens inside a sealed industrial tank, and it came to us with a research deck and one seller, its owner. I led the client relationship and the go-to-market while our team built the brand, the site and the sales collateral.

The seat

My seat was fractional CMO, with go-to-market strategy under it, through Common Ground, from February 2026 and still running. The company is in Montreal. I led the relationship with its owner and set the go-to-market. The identity, the website and the collateral were built by our team.

What I was brought in to decide

Fluidmapper measures what really goes on inside industrial vessels. A tracer particle rides along with the flow, detectors outside the tank log where it is, and a trained neural network converts those readings into a complete three-dimensional velocity field in close to real time. It works in opaque fluids, where optical methods give up. Because of the network, a measurement cycle takes about a day. A conventional method needs a week or more.

Radioactive tracking is decades old. The network on top of it is the new part, and it gets better with every vessel it measures. So I read Fluidmapper as a data company as much as a lab, and that reading drove every decision our team made for it.

What we did

• Our team started from the science and built the brand. That meant the positioning, a color palette, the type, a logo system and the tagline Stop Guessing. Start Measuring. The old academic deck was turned into a sales deck and a two-page pitch.
• The team designed and built all of fluidmapper.com. It has a booking flow and a performance page, plus case studies that pair each result with the engineering question it answers.
• I reworked the company's discovery program into its entry offer. There is a flat setup fee sized to what it really costs to onboard a vessel, and per-run pricing that falls as a buyer commits more. Every tier sits below the threshold where a buyer's own organization wants management sign-off. That gives up some margin for faster procurement until the first reference accounts exist. We built a pricing page and then pulled it on purpose, so the first talk with a buyer would be about fit and not a price list.
• The owner asked for a campaign and a marketing plan. I answered with a strategy session. It covered positioning against simulation, against search, and against what conferences cost. We also scoped a self-serve portal for quotes and orders into build paths and set out the trade-off on each. The mixing industry holds a conference, and the company took a gold sponsor slot there. We produced its booth, banner and print files.
• I sorted the measured figures from the softer claims going around, and fenced off the ones nobody had confirmed. Every page, flyer and proposal since draws on confirmed numbers only.
• I ranked the buyer segments by how fast each moves and what each is worth. AI model developers came out ahead of the process buyer that a company of process engineers would pick by default. We then designed one flyer for each ranked segment. The software and AI flyers lead with a detail engineers care about. Fluidmapper's measured result opens in the very format their own simulations use.
• I recast the site plan, from four separate buyer funnels into a single narrative, and put the answer to the radiation-safety and intellectual-property question on the first screen.
• We built a proposal system on the pattern of an enterprise statement of work. It comes as an editable file set in the client's own brand fonts. The owner signs proposals now and does not have to write them.
• I repositioned the company around physical AI, as the layer of measured data beneath models trained on simulation, and mapped AI buyers beyond the obvious names. Then we built out the sales team, a full-time salesperson included, so the owner is not the only one selling. Outreach goes out on LinkedIn, each note written by a person. The rules sit in the tool that builds the day's list: two people per company at most, and any account the company is already working stays out. We had run an automated cold-email campaign of our own and stopped it, because it could not pass for a person.

Results

• The company has a brand and a public site where it used to have a research deck.
• Two contracts have closed since I took the seat.
• The gold conference sponsorship led to membership in NVIDIA Inception.
• In September 2026 the first proposals went out on the new system. The owner can put together the next ones on his own.
• The first conversation with a prospect now goes to a full-time salesperson. To AI buyers, the company describes itself as a data company.

The lesson

Rank the buyers before the collateral gets built, or the collateral gets built for nobody in particular.

Public record

• Fluidmapper
• Fluidmapper performance page
• Fluidmapper case studies

Stories from this work

Questions about Fluidmapper, answered

Firm record

Common Ground keeps its own account of this engagement: Fluidmapper on the Common Ground wiki.

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