Turn Strategy Into Growth — Without Losing What Makes Your Business Work

In Good Company partners with advertising executives, adtech founders, and GTM teams to create clarity and drive momentum. We bridge strategy and execution through deep industry expertise, trusted relationships, structure, and hands-on leadership.

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What We Do

In Good Company is a strategic growth advisory and community platform helping companies scale revenue in a way that's sustainable, human, and aligned.

We specialize in these core areas:

  • Go-to-market strategy & sales execution
  • Revenue team structure & incentives
  • Partnerships & ecosystem growth
  • Relationship-driven communities for leaders

We work best with companies that value trust, accountability, and long-term relationships.

Who We Work With

Growth-stage
startups

Founder-led businesses

Media, ad-tech, retail media, sports, and emerging platforms

Sales teams navigating transition and change

Our Services

Strategic Advisory & GTM Consulting

We help companies define how they grow—and then stay close enough to ensure it actually happens.

Focus Areas:

  • Go-to-market strategy & positioning
  • ICP definition & account planning
  • Sales team structure, roles & incentives
  • Pipeline creation & deal execution
  • Executive alignment & operating rhythm

Engagement Models:

  • Fractional GTM leadership
  • Monthly advisory retainers
  • Project-based GTM resets
  • Commission-aligned advisory roles

Revenue & Sales Enablement

We don't just design frameworks—we build real operating systems sellers can use.

Includes:

  • 30/60/90 seller ramp plans
  • Account planning & territory design
  • Pipeline hygiene & forecasting discipline
  • Sales messaging & discovery coaching
  • Deal review & closing support

Partnerships & Ecosystem Growth

Relationships are the growth engine. We help you activate them.

Includes:

  • Strategic partnerships & integrations
  • Channel development
  • Sponsorship & co-marketing strategy
  • Introductions that actually convert

Our Team

Susan Cho

Susan Cho

CEO, Founder & Principal Advisor

Susan Cho is a go-to-market and growth advisor with over 20 years of experience across advertising, media, and technology. Her background spans global advertising agencies and leading data and technology companies, including WPP, Publicis, Nielsen, Oracle, and other high-growth ad tech platforms.

Susan has worked across the full advertising ecosystem, including agency, publisher, platform, and data, helping companies translate complex products into clear value, scalable sales motions, and durable partnerships. She played a key role in the growth and acquisition journey of Ubimo, which was acquired by Quotient Technology and later merged with Neptune Retail Solutions.

She is the founder of In Good Company, an advisory practice focused on GTM strategy, sales enablement, partnerships, and revenue acceleration for ad tech, retail media, and emerging media platforms. Susan works closely with founders and leadership teams as a true partner, helping shape positioning, build sales structure, unlock distribution, and turn strategy into sales.

Her approach is grounded in trust, clarity, and collaboration, with a focus on aligning teams and creating opportunity across the ad tech ecosystem.

Let's Build — In Good Company

Whether you're scaling a team, rethinking your GTM strategy, or looking for trusted partnership, we'd love to connect.

Email

susan@ingoodcompanymedia.com

Location

NYC / Remote