Where should we use AI? Where revenue is made.
Sales and marketing: we first build and certify the knowledge base your revenue engine runs on. Accurate, thorough, differentiated and organized. Then we help you activate it.
Not a technologist selling tools, not an agency selling hours.
If you came for custom AI workflows and automations, we build those, and we get the foundation right first.
Founder-led B2B · considered purchase · a market you could name · limited marketing resources
We know what success looks like.
400+ product launches
The Upside
Yes, AI can grow your business.
Especially in sales and marketing.
Always on. Engaging the channels your buyers use most often.
Personal at scale. Each prospect met as the distinct customer they believe they are.
Market response. More ideas in market, faster, and proving winners.
You'll see the tedious work move to the machine, and the talent move to strategy and decisions. The rest takes tools, training, and a team willing to work differently. All of it runs on what you feed it: your customers, your rivals, and your edge.
So the bottleneck moves. Producing the work used to be the hard part. Now the hard part is knowing whether what you're feeding it is still true.
The Catch
You test what it did, not what it said.
Once the volume is up, you start judging tactics on how they performed instead of what they were saying through them. You test the subject line. You never test the claim underneath it, because reopening that feels like starting over.
The models are brilliant and green — whip-smart in general, blank on your business: why your customers really buy, what your rivals actually claim, what you're first, best or only at. Point one at your marketing without that knowledge and it fills the blanks with everyone's answer.
AI accelerates whatever you feed it. Fed generic answers, and you become prolifically generic. Prospects delete the work, spam filters punish it, nobody remembers it.
Just because we can use AI doesn't mean we're ready to.
The Problem
Most of it was true. Some of it still is.
It's undifferentiated and stale: the market changed, competitors evolved, the homework was never done. It's inconsistent, with conflicting messages across your touchpoints, so not everything lines up to the same story. Or it was never written down at all, and lives in somebody's head.
So the claims you already make sort into three piles, and nothing in your reporting tells you which.
From an audit readout:
| "We're the only ones who do the whole job in-house." | Still yours— no rival makes this claim |
| "Our quality is what wins us deals." | No longer yours— every competitor says it too |
| "We're known for custom fabrication." | Out of date— most of your growth is somewhere else |
Claims tend to sort this way.
If a company's thinking is already written down, putting it in order is quick work, and AI does most of it. Most companies we talk to aren't in that position. What matters is in sales calls nobody recorded, in reasons customers gave that nobody wrote down, in what the founder knows and has never had to explain. Getting it out of people, settling which version is true when two disagree, and putting a source on it is the work.
We expect worse: rivals moving faster with AI, entrants arriving AI-native with no barrier to start.
Most companies we talk to are stuck right here, without a plan. Here's ours.
The Method
What's true. What's differentiated. And what AI should do with it.
Built from your evidence, at executive level, and never handed down — built for growing revenue, not just cutting cost. When tactics get cheap, judgment and experience become premium.
Four gates, and each asks something different: whether what you know is true, whether there's enough of it, whether it's yours, and whether anyone can act and decide from it.
Three of those four a machine can help you reach. Organizing is the last step, and the easy one. Whether it's yours is the call somebody has to make about your market, and it is the one you are hiring for.
An AI will hand you an answer. We hand you a call with the reasoning attached: which claims are still yours, what each one is worth, and what it would cost to keep holding one.
Uncovering that is our work. Deciding what to do about it is yours.
One verdict the audit's readout is allowed to reach: don't spend yet. An agency paid by the volume of work that follows can't sell that finding.
| Accurate | Pass |
| Thorough | Fail |
| Differentiated | Fail |
| Organized | Fail |
Step 1 · The audit
Where you stand
We test the claims you already make against the four gates that certify a knowledge base, and hand you a plain-language readout.
Asks of you: a few hours, most of it in writing.
Step 2 · Certification
A certified knowledge base
The documents are organized by the question they answer, so a competent stranger — or an AI you point at them — could run your first ninety days from what's there. Others keep the rest honest — including the register of what may be said publicly, and where each claim came from. You own every file, whether or not you work with us again.
Asks of you: deal records, a handful of customer introductions, and a short conversation with whoever runs sales.
Step 3 · AI on top
Where AI helps first
Your certified base, loaded into an assistant your team can question from day one. Then, when you ask, the two or three custom assistants we believe will add the most value, and the training to use them. Custom workflows and automations come after that, once we have seen how your team actually works.
Asks of you: nothing.
Each one answers a question your team already asks out loud.
- Where to start, what order to read things in, and what this isn't.
- What you sell, who writes the check, and why they buy now.
- Your category, your positioning statement, and what you're first, best or only at.
- Your best-fit customers, everyone in the buying group, and why they really buy.
- What your rivals actually claim, word for word and dated, plus your counters.
- Who profits from things staying as they are, and where the resistance sits.
- What the companies worth selling to have in common, and how to spot them.
- What to say to each audience, and how to answer the objections.
- The register of what you can say publicly, and where each claim came from.
- What passed certification, what's still a bet, and which claims rest on one source.
- The rules any AI reading these files must follow, starting with never inventing anything.
- Where AI helps first, ranked, with the reasoning for the order, and where it shouldn't.
- When each file was last verified, and how often each one needs re-checking.
Step three has an end. What you build on top of it doesn't, and we would like the first call when you get there.
Keeping It Current
We believe a company has to be six things now to earn trust:
accurate, thorough, different with purpose, organized, agile and ever-present.
We certify four of them. Different with purpose is what the audit calls differentiated. Agile and ever-present are about how often you do it, and no document shows that.
Somebody has to keep deciding what's still true.
AI is accelerating everything. Markets move, competitors adjust, and learnings from the field compile. Staying relevant means marketing is now an agile practice: review the knowledge base, update it frequently and deploy. Our read: when anything can be generated, and faked, the companies worth believing say one thing everywhere and can change it everywhere at once.
| Last verified | |
| Competitive claims | 14 months ago |
| Positioning statement | 26 months ago |
| Named-account tiers | Current |
Speaking, Workshops, Consulting
I teach this in rooms, and lead this inside companies.
So, how will your business actually use the AI knowledge base to generate revenue? Some companies want to learn to transform themselves. Some want our help turning pilots into practices. We'll tell you honestly which will work best for you. We also offer:
- Leadership and team trainings
- Custom-built AI workflows and automations
- Executing go-to-market support
Recent engagements
"…We worked with Mike to help kickstart our company's AI initiatives & setting up a cohesive AI strategy to better support our teams and customers. I'd say we were able to get a remarkably fast start thanks to his help…"
— David O'Toole, Chief Analytics Officer, Comoto Holdings
"Mike brings an authentic, strategic perspective that helps organizations navigate complex changes, not just in AI, but in how we fundamentally approach innovation."
— Akshay Gadre, Chief Technology Officer, Comoto Holdings
"[Mike] made complex concepts easy to grasp without oversimplifying them. The session was packed with real, usable takeaways leaders could apply immediately — he even built a custom GPT to extend the value beyond the talk. I'd recommend him to any organization that wants AI explained with clarity, relevance, and impact."
— Chris Stovall, President & CEO, Texas811
Bring this to your groupWho Holds It
Mike Covert
Founder & CEO, Ignite Partnership
25+ years in marketing strategy and go-to-market — Samsung, Microsoft, Qualcomm — 400+ product launches, and a client base that's 90% repeat and referral since 2008. I'm a founder and chief executive myself, running my own businesses as AI-centric operations. Not a technologist selling tools, not an agency selling hours.
On one engagement I made a recommendation, then reversed it when the research came back. It saved that company money and cost my firm work the proposal had reserved. I never wrote down why. The best judgment on that job lived in one person's head, and the files we delivered did not contain it. That is the failure this work exists to fix.
4x Founder/Executive · IWAI Certified AI Consultant(LinkedIn profile)Find out where you stand.
You'll know where to start in a few weeks. Fixed fee, agreed up front.
Thanks. Mike will read this himself and reply personally, usually within a business day.
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