I've held the CEO, COO and CMO seats at companies that build physical things.
The path started in engineering, with a BS in aerospace engineering, then an MBA. From there: co-founder and CEO of a manufacturer that created a new vehicle category, and COO and CMO together at an instrumentation company. Nearly ten years at a global industrial company spanned marketing, strategy, business development and R&D commercialization.
That range is what Flow brings to commercial strategy. The plan and the delivery have both been mine to own.
Why Engineered Products and Industrial Tech?
Selling units, projects, and long-cycle contracts is its own discipline.
Your sales cycle involves a spec, a pilot, a procurement process, and often a capital budget. Your buyer is technical and appropriately skeptical. Your product takes years to develop and your customers expect it to last a decade. Revenue arrives in lumps tied to shipments and milestones, not in predictable monthly increments.
Those are the constraints I've worked inside my whole career — as an engineer, an operator, and a founder. It's why I'm useful here, and would be less useful somewhere else.
EarthRoamer
Co-founder, President & CEO. We built expedition vehicles before there was a category for them, and then we built the category. Inc. 5000 at #597, 11% net margin by year three. I learned how to sell a considered, high-ticket, long-cycle product to people who had never heard of the thing we made.
Axcend
COO and CMO. Miniaturized liquid chromatography instruments: real science, real instrument buyers, a small team. 65% revenue growth in my first year. Holding both seats meant I couldn't write a commercial plan operations couldn't deliver, which is a discipline I've kept.
Orica
Senior R&D commercialization role at a global mining explosives company, leading teams across four continents. The work that mattered most wasn't launching more. It was narrowing the portfolio to the projects that could actually move the number, a refocusing projected to carry a $210M revenue uplift.
Catalyze Partners
Fractional CMO across the venture portfolio: advanced materials, genomics, analytical instrumentation. Different companies at different stages, each with its own commercial problem to solve.
I use the GTM Operating System™, GTM Partners’ eight-pillar framework, as a diagnostic. I’m a certified partner.
How I Work
It's good at one specific thing: finding where growth is actually constrained rather than where it feels constrained. But a diagnosis isn't a deliverable. What matters is what happens after it.
I embed with the leadership team and work the problem — a scoped project, ongoing advisory, or fractional CMO leadership over a longer stretch. This is hands-on work. I write the positioning, build the playbook, sit in the pipeline reviews, and stay accountable for whether the thing moved.
What I don't do is stay forever. Every engagement has a defined scope and an end date. And if what you need is bigger than what you've asked for, I'll tell you before we start rather than after.
On AI
I run my own business on generative and agentic AI — research, prospect sourcing, content, analysis. Not as a novelty. As infrastructure.
For clients it shows up two ways: building agents that take real work off a small team's plate, and making sure you're visible when a buyer asks an AI assistant instead of a search engine. For a company with a lean commercial function, this is one of the few genuine force multipliers available right now.
Fractional leadership. Operational worth.
Momentum is what most of these companies are missing. Not effort — there's plenty of that. What's missing is a commercial system where the effort compounds instead of dissipating.
Why Flow?
Flow is the GTM advisory practice of Michele Hodde (MH Flow, LLC), Colorado.
Where I Am
I'm based in central Colorado and work with companies across North America. I travel for the sessions that need to happen in a room.
If you're running a $5M–$50M industrial technology or engineered-product company and the commercial side isn't keeping pace with what you've built, I'd like to hear about it.