In five months as Fello.ai’s fractional product marketing leader, I helped turn scattered messaging into one source of truth the whole team uses, built that messaging into the company’s internal AI, rebuilt the first-meeting sales deck around how top reps actually sell, supported multiple AI product launches and set up a repeatable case study program.
“We move fast, and Megan kept up. In 5 months she helped take our messaging from scattered to one source of truth the whole team pulls from, including working with our team to help build our messaging, positioning and narrative into our internal AI. Along the way she shipped multiple launches, rebuilt our first meeting deck around how our best reps actually sell, and turned customer interviews into case studies.”
Stephen London, President, Fello.ai
At a glance
Company: Fello.ai, AI software for real estate teams
Engagement: Fractional product marketing leadership, 10-15 hours a week
Timeline: April to October 2026
Deliverables: Messaging architecture, internal AI knowledge base inputs, first-meeting sales deck, launch strategy and assets, case study program
The challenge
Fello was moving fast. Alongside its core platform, the team was launching Felix, an AI agent that does the follow-up work of an inside sales team. Each new product made the story harder to tell. Sales, marketing and leadership described the platform, the agent and how they fit together in different ways. Every new asset started from scratch.
The approach
1. One messaging architecture. We defined how the products fit together in a single line: “Fello finds it, Felix works it, your team closes it.” Three pillars supported it: create better opportunities, follow up relentlessly and close more deals. We documented naming rules, product definitions and voice standards, so everyone described the products the same way.
2. Messaging built into the company’s AI. Fello uses an internal AI assistant across sales and marketing. We loaded the positioning, narrative, writing standards and competitive language into its knowledge base, so every AI-assisted email, ad and sales asset starts from the same source of truth.
3. A sales deck built on what works. I reviewed about 35 to 40 recorded first meetings with an AI-assisted analysis. The pattern was clear: top reps led with value-focused discovery, while others fell back on feature walkthroughs. We rebuilt the first-meeting deck around the top reps’ approach.
4. Launches with a plan. I supported the Felix launch from alpha through general availability, including launch stages, website pages and launch messaging. I also prepared strategy and materials for later launches, including Smart Routing.
5. A repeatable case study program. We set up customer selection criteria, a master interview guide, an approval workflow and multi-format outputs, from written stories to short customer audio clips that reps play in demos.
The results
One source of truth for messaging, used across sales, marketing and the company’s AI tools
Multiple product launches shipped, with launch-ready materials for the ones still to come
A rebuilt first-meeting deck based on how the best reps actually win
A working case study engine turning customer interviews into sales proof
[Add one approved business metric here, such as rep adoption, win rate or demo conversion]
What other startups can take from this
Fast-moving teams rarely have time to stop for messaging. Fello didn’t stop either. The foundation got built during real launches, and each launch got easier because of it.
