I develop the brand and build the systems that turn category creation into scaled revenue.
UpAtlas.AI is the independent advisory practice of Marc Johnson, a CMO and growth operator with 20+ years scaling B2B, data, and AI companies to $60M+ in revenue. The work starts at the architecture of the brand, translates into a complete go-to-market system, and gets built with AI throughout.
Ethos, Logos, Pathos, set in sequence. The architecture decides what the brand is before anyone argues about what it says. The sequencing judgment is the part that stays human. Naming and identity are downstream outputs of that decision, not the starting point.
Positioning, category, demand, partners, and revenue operating as a single motion. Brand and demand stop running as separate budgets and start compounding. The map shows the whole territory and the route through it.
Hybrid human-AI organizations where people own domain expertise and strategic judgment, and agents extend capacity and execution speed. AI is the operating method of the practice, not a line in the pitch.
Joined as the first non-founding executive at sub-$1M ARR. Scaled revenue 60x+ to $60M+ over seven years at a 10:1 lifetime revenue-to-marketing ratio. Built a 100+ partner ecosystem driving 60%+ of revenue. Forrester Wave Leader in B2B Intent Data.
Repositioned an enterprise agentic AI platform for defense, intelligence, and commercial markets. Built a hybrid GTM organization of 8 humans and 25+ AI agents. Doubled revenue in 12 months. Authored the fundraising narrative; the raise closed at 3x target. Gartner adopted the Knowledge Engine category descriptor.
Owned a $20M P&L and a 20+ person global team across three continents through post-acquisition integration and the financial crisis. Raised average selling price 20% and marketing ROI 34%. Entered five new countries at 25% of prior market-entry cost.
Advisory and earlier work spans Google, Nielsen, Warner Music, Kantar, Tapad, Moat, Resonate, BuzzMetrics, and Jupiter Media Metrix (IPO, acquired by Forrester).
“In the early days of BuzzMetrics, no one understood the power of social media or how it could matter to marketers. Marc developed the narrative, positioning, and storytelling that articulated the new category and the value we could provide. That work sparked the social media intelligence category, which became a multi-billion dollar industry.”
Jonathan Carson
Founder & CEO, BuzzMetrics; Antenna
“I have known MJ personally and professionally for over 20 years and can attest to his intelligence, integrity, and impact. He built the Bombora brand, along with the go-to-market infrastructure to support it, into the widely acknowledged leader in its space.”
Erik Matlick
Founder and Executive Chair, Bombora
A pre-revenue agentic SaaS management platform. Brand architecture and GTM orchestration.
A NYTimes-bestselling executive coaching and leadership brand. GTM diagnostic and AI-native future-state design.
A boutique luxury residential interior design and construction firm across NYC and the Hamptons. Brand and GTM transformation.
Yaya Miami. Hybrid marine hospitality member brand and venue launch.
Composure. Sound wellness in senior care.
Aldora. Gaming consumer data.
