Anna Furmanov

I start up marketing at startups using the MaaS Method | host of Modern Startup Marketing podcast

You’re not missing data. You’re missing clarity.

AI made it easy to create more content, more dashboards, more noise. But it didn’t make it easier to understand what your buyers actually want. And that’s the real problem.

I fix the Clarity Gap that slows your growth, using buyer truth, not internal guesswork.

Marketing teams are suffering from a clarity crisis:
- messaging that doesn’t land
- pipeline that feels unpredictable
- deals that stall for “mysterious” reasons
- sales rewriting everything marketing creates

This is the Clarity Gap: the gap between what companies think buyers want and what buyers actually want.

And the cost of that gap is massive:
- wasted spend
- slower revenue
- confused buyers
- internal misalignment
- a GTM engine that feels like it’s working way too hard for the results it produces

I fix the Clarity Gap that slows your revenue.

I use deep, whole-person buyer insights (the stuff no dashboard can show you) to realign your ICP, refresh your narrative, and give your GTM team the clarity it needs to create demand, win more deals, and move faster.

When companies see the real truth behind why people buy, everything becomes easier — messaging, sales, roadmaps, campaigns, prioritization, growth.

If your GTM feels busy but ineffective, or you’re guessing more than you want to admit, it’s not a channel problem. It’s a clarity problem. 

Go to market using research, not assumptions.

★★★★★
“We had a 4X increase in sales and I 100% attribute that to those learnings I had with Anna.”
—Founder, EdLight

★★★★★
"What stood out most was her ability to uncover surprising insights and help the team sharpen our strategic bets. Anna is collaborative, organized, and grounded in how marketing work connects to tangible outcomes."
—VP of Marketing, Everyday Speech

★★★★★
"We were consistently impressed by her commitment to a user-centric marketing approach, with each step being deeply rooted in voice of customer research."
—Founder & CEO, Cognitive ToyBox

★★★★★
“What I appreciated most was how every part of her work tied back to the voice of the customer...She helped us operationalize that mindset, making our marketing more grounded, empathetic, and effective.
—Director of Growth Marketing, Everyday Speech

Founder

Helping venture-backed startup founders and marketing leaders implement marketing programs that drive revenue. Industries include: e-commerce, ed tech, higher ed tech, food tech, security tech, sales tech, martech, innovation tech, developer tech and more.

Whenever you’re ready, there are 3 ways I can help you:

👉🏻 Startup marketing strategy, execution and advising. I’m like your fractional Head of Marketing (25+ happy clients and mentees) >> www.furmanovmarketing.com

👉🏻 Sign up to get my monthly newsletter where I'll make you chuckle/smile/both guaranteed >> https://share.hsforms.com/1cP1V40x7RGes5gHk1XNgNw47lba 

👉🏻 Sponsor my Top 5% podcast and get startup founders, marketers and VCs hearing about your brand >> https://anchor.fm/anna-furmanov

Award-winning leader in global enterprise talent solutions, external/contingent workforce strategies, and program management. At Nike, I spearhead multi-billion-dollar procurement initiatives for multifaceted categories. Formerly at Upwork, I led Fortune 500-focused talent initiatives, managing $100M+ in spend. Thriving in high-pressure, fast-paced environments, I combine empathetic leadership with innovative blueprints to drive ROI, elevate user experiences, and foster operational excellence. Adept at tackling complex challenges and portfolios, I specialize in stakeholder engagement, program development, and cross-functional collaboration, delivering transformative outcomes.

Clients: 3M, Airbnb, Astra Zeneca, Baxter, Bloomberg, Budweiser, Citrix, Coca-Cola, Facebook, GE, Google, J&J, Leica, Microsoft, NASA, Nestle, Novo Nordisk, Procter & Gamble, Pepsi, Samsung, Stride, Uber, and Unilever

Awards: Nike Milestone Award (2024), Upwork UpClub Winner (2021, 2022), OneUpwork Award (2021), Top Talent (2019), Paladin Rookie of the Year (2018)

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Although I am a NIKE employee, the views expressed are mine alone and do not necessarily reflect the views of my employer.

Keller 🟦

I can't stress enough, if you're hunting for jobs, how important it is to suss out what kind of collaborative environment your potential employer has, or doesn't have. 

I've recently joined a collective of vetted individuals who are givers first, and givers second. The hive mind behind the organization is that we're all looking for an environment where the "yes" perspective reigns over everything. There are no swim lanes, no hierarchies - only the sharing of ideas aimed at improving the lives of the people around us. Even if something is outside of someone's immediate skill set, they're able to go out, learn, and share what they're working on without being told "you can't do that." Then we all pitch in to fill in the gaps.

You should approach your job search in the same way. Many organizations out there, even well known brands, will limit what you can and cannot touch, what work you can and cannot do. Is that really how you want to spend your time? Do you want to find yourself in a culture where you're told "no, that's my area/program/project, don't touch that?"  

You're only on this planet for a short period of time. Try to seek out employers and opportunities where learning is plentiful, and results matter over territory or highly matrixed environments. 

The worst kind of culture is the one where people are mad you stepped into their playground and started to improve the output, that your name was on something over territory they claimed ownership over.

Keller Lambert 🟦 

Talent Strategy Leader @ Nike | Building Best-in-Class Talent Solutions

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