Strategic Growth Partners
Upstream helps B2B technology companies move from strategic intent to practical execution — building scalable, repeatable growth engines led by senior commercial operators.
Who we are
We are experienced commercial leaders with deep global B2B technology experience across companies such as Click, Salesforce, NICE, Incredibuild and SCIO.
Led by Zvi Piritz, Sales Executive, and Hilla Karni, Product Marketing Leader, we bring a unique combination of sales leadership, GTM strategy, and execution discipline. Our work is grounded in real-world experience — helping companies move from strategic intent to practical execution.
We operate as trusted partners to leadership teams, with a pragmatic, hands-on approach and a clear focus on building scalable, repeatable growth engines.
Our approach
We are practical, fast, and execution-first. We onboard quickly, focus on what matters, and avoid unnecessary theory or "consulting fluff". Every engagement is led by us, Zvi Piritz and Hilla Karni, with direct involvement throughout the process, ensuring experienced judgment, clear priorities, and recommendations that can be translated into action.
We work as trusted partners to leadership teams — helping companies move quickly from diagnosis to execution and build the foundations for scalable growth.
AI as a Growth Enabler
We help companies turn AI into a practical growth enabler by identifying where AI and automation can improve sales execution, decision-making, visibility, and productivity. Our focus is on embedding AI into the right sales processes, workflows, and operating model — not adding another disconnected technology layer.
Questions we help answer
Growth challenges rarely appear as abstract strategy problems. They usually show up as practical leadership questions that affect focus, execution, and revenue predictability.
Where should we focus our GTM efforts to create the strongest path to growth?
Are we targeting the right customers, segments, and use cases with a compelling value proposition?
Do we have the right sales model, operating structure, and leadership cadence for our stage of growth?
Why is our pipeline not converting, and can we trust our forecast, data, and sales visibility?
Are our sales teams equipped, enabled, and incentivized to sell consistently and effectively?
Are our processes, data, AI capabilities, and automation tools creating smarter, faster, scalable growth — or adding complexity?
Seven pillars covering the full spectrum of commercial growth
GTM & Sales Strategy
Define a focused go-to-market strategy that connects market opportunity with scalable revenue growth — clarifying where to play, which segments to prioritize, which use cases matter most, and how to translate product-market fit into a practical commercial plan.
Key focus areas: Product-market fit assessment, ICP definition, market segmentation, priority use cases, value proposition, GTM motion, and sales strategy.
Sales Organization & Operating Model
Design the right sales model and operating structure to support growth goals — enterprise, SMB, PLG, sales-led, partner-led, or hybrid — translated into clear roles, responsibilities, coverage, and operating rhythm.
Key focus areas: Sales motion design, enterprise vs. SMB approach, PLG vs. sales-led model, sales roles and responsibilities, organizational structure, coverage model, and operating cadence.
Sales Execution Excellence
Improve the discipline and consistency of sales execution — strengthening pipeline management, defining clear deal stages, improving qualification, increasing deal visibility, and building a reliable forecasting process.
Key focus areas: Pipeline management, deal stages, qualification methodology, deal reviews, forecasting, opportunity management, and sales process discipline.
Sales Support, Pre-Sales & Enablement
Equip sales teams with the tools, messaging, knowledge, and support required to sell effectively and consistently — improving enablement, strengthening pre-sales, building repeatable playbooks, and clearly communicating product value.
Key focus areas: Sales enablement, pre-sales model, solution selling, messaging, demo readiness, objection handling, sales playbooks, customer-facing materials, and internal knowledge transfer.
Intelligent Growth: Data, CRM, AI & Automation
Build the commercial infrastructure required for smarter, scalable growth — improving CRM discipline, sales visibility, data-driven decision-making, automation opportunities, and practical AI use cases.
Key focus areas: Data-driven sales, CRM optimization, sales analytics, AI use cases, automation, process efficiency, decision support, and scalable growth infrastructure.
Pricing, Monetization & Commercial Model
Design pricing, packaging, and commercial models that better reflect customer value and support scalable growth — assessing pricing strategy, packaging clarity, discount governance, and segment alignment.
Key focus areas: Pricing strategy, packaging, monetization model, value-based pricing, discount governance, commercial terms, margin optimization, and segment-based pricing alignment.
Sales Leadership & Management Rhythm
Strengthen the leadership routines, operating cadence, and management discipline required for consistent sales performance — pipeline reviews, forecasting, KPI tracking, and accountability through structured coaching.
Key focus areas: Leadership cadence, sales operating rules, pipeline reviews, forecasting cycles, CRM discipline, KPIs, coaching, accountability, and performance visibility.
Our Services
Growth X-Ray Self Assessment
A quick diagnostic view of the current state of sales execution and operations, based on input from company stakeholders.
Best for: Companies that want initial, fact-based insight into what is working, what is not, and where to focus attention across their sales organization.
Estimated effort: ~30 minutes per respondent. Provided online at no cost and includes an insights report, with the option to discuss the findings with an Upstream expert.
Go to Sales Compass AppGrowth X-Ray Deep Dive
Diagnose in depth the current state of the sales organization, sales execution, operating rhythm, pipeline discipline, and growth infrastructure.
Best for: Companies that need a deeper, fact-based analysis of their commercial organization and a clear view of priority gaps, blockers, and improvement opportunities.
Estimated effort: ~200 hours, based on an agreed statement of work.
CRO as a Service
Senior fractional commercial leadership and hands-on execution support to help CEOs and leadership teams drive a scalable growth rhythm.
Best for: CEOs who want to strengthen their sales leadership, support the existing sales leader and team, improve management cadence, and accelerate execution — without immediately hiring a full-time CRO.
Estimated effort: Retainer-based model with a defined monthly scope, combined with success-based components tied to agreed outcomes, milestones, or revenue impact.
Targeted Growth Projects
Solve a specific commercial challenge through a focused project, based on one or more of Upstream's service pillars.
Best for: CEOs and sales leaders who need experienced external support on defined growth priorities.
Estimated effort: Typically 100–300 hours, depending on scope and complexity, based on an agreed statement of work.
Let's talk
Interested in turning your Sales Compass diagnostic into an actionable growth plan? Reach out to our senior partners directly.