ARC & AXIS
ARC & AXIS
Every pivot needs an axis
Every pivot needs an axis
Fractional product marketing leadership for B2B tech companies at inflection points
Fractional product marketing leadership for B2B tech companies at inflection points
The Axis
Sharp positioning. A story that shifts how the market sees you. The strategic center that holds when everything else is moving.
The Axis
Sharp positioning. A story that shifts how the market sees you. The strategic center that holds when everything else is moving.
The Arc
GTM in motion. Launches executed. Sales teams ready to sell. The trajectory that follows when the story is right.
The Arc
GTM in motion. Launches executed. Sales teams ready to sell. The trajectory that follows when the story is right.
Trusted by teams at
Trusted by teams at
Unity
Built for the moment between what's worked and what's next.
Built for the moment between what's worked and what's next.
Arc & Axis works with B2B tech companies entering their next stage of growth — when the product is ahead of the story, the GTM motion needs to evolve, or the company needs senior product marketing leadership without waiting for the perfect full-time hire.
Typical inflection points
Repositioning — Your product has evolved. Your story hasn’t.
New market — You’re entering a segment where the old messaging won’t travel.
Major launch — Something important is coming, and ‘announce it and hope’ isn’t a GTM strategy.
Moving upmarket — The product is ready for bigger customers, but the positioning, proof and sales motion haven’t caught up.
Building PMM — You need the function, framework and operating rhythm — not another collection of freelance deliverables.
Leadership gap — You need experienced PMM leadership now while you figure out the permanent structure.
Services
Services
How Arc & Axis supports you.
How Arc & Axis supports you.
Built from the inside out
An engineering foundation changes how you see a product. It means getting underneath complexity, earning trust with technical teams, and understanding what matters to buyers, without turning every engagement into a translation exercise.
Diagnose before prescribe
The brief is rarely the whole story. Every engagement starts with listening: to the buyer, the sales team, the product, and what isn't being said. The point of view comes from the work, not a template.
Build the motion
An embedded partner with a point of view, not a vendor with a deliverable list. GTM functions, launch frameworks, sales enablement, messaging that moves into the business. Challenge the right things. Build what matters. See it through.
Built from the inside out
An engineering foundation changes how you see a product. It means getting underneath complexity, earning trust with technical teams, and understanding what matters to buyers, without turning every engagement into a translation exercise.
Diagnose before prescribe
The brief is rarely the whole story. Every engagement starts with listening: to the buyer, the sales team, the product, and what isn't being said. The point of view comes from the work, not a template.
Build the motion
An embedded partner with a point of view, not a vendor with a deliverable list. GTM functions, launch frameworks, sales enablement, messaging that moves into the business. Challenge the right things. Build what matters. See it through.
Built from the inside out
An engineering foundation changes how you see a product. It means getting underneath complexity, earning trust with technical teams, and understanding what matters to buyers, without turning every engagement into a translation exercise.
Diagnose before prescribe
The brief is rarely the whole story. Every engagement starts with listening: to the buyer, the sales team, the product, and what isn't being said. The point of view comes from the work, not a template.
Build the motion
An embedded partner with a point of view, not a vendor with a deliverable list. GTM functions, launch frameworks, sales enablement, messaging that moves into the business. Challenge the right things. Build what matters. See it through.
Philosophy
Philosophy
A strategic partner who builds
A strategic partner who builds
I'm Shilpa Swamy — the founder of Arc & Axis.
I started my career as an engineer, moved into product management, and eventually into product marketing. That arc — from building products to positioning them — is what Arc & Axis is built on.
Over 20 years I've led product marketing at Deel, Unity, Alida, and Aryaka, across enterprise SaaS, AI, HR tech, gaming, and networking. I've built PMM functions from scratch, launched products into new markets, taken platforms upmarket, and helped companies find the story that makes everything else work.
Arc & Axis exists because the best PMM work isn't about templates or deliverables. It's about finding the real problem, building the right story, and staying long enough to see it land.
I'm Shilpa Swamy — the founder of Arc & Axis.
I started my career as an engineer, moved into product management, and eventually into product marketing. That arc — from building products to positioning them — is what Arc & Axis is built on.
Over 20 years I've led product marketing at Deel, Unity, Alida, and Aryaka, across enterprise SaaS, AI, HR tech, gaming, and networking. I've built PMM functions from scratch, launched products into new markets, taken platforms upmarket, and helped companies find the story that makes everything else work.
Arc & Axis exists because the best PMM work isn't about templates or deliverables. It's about finding the real problem, building the right story, and staying long enough to see it land.
Shilpa Swamy
Shilpa Swamy
— Founder, Arc & Axis
— Founder, Arc & Axis
FAQ
FAQ
Common questions answered.
Common questions answered.
Find answers to the most common questions below. If you still have questions of your own, just get in touch.
Find answers to the most common questions below. If you still have questions of your own, just get in touch.
Who will I be working with?
Directly with me. There's no team behind Arc & Axis — when you engage Arc & Axis, you get senior PMM leadership from day one, not a handoff to someone junior.
What kinds of companies do you work with?
B2B tech companies at inflection points — early-stage startups getting ready to go to market, scaling companies entering new segments, and established teams that need to evolve their GTM motion. Stage matters less than the moment you're in.
What kinds of engagements do you take on?
Fractional leadership, strategic projects, launches, repositioning and defined GTM sprints.Every engagement is scoped to what you actually need.
Can you work with an existing PMM team?
Yes. Arc & Axis can lead, augment or help build a PMM function depending on what's needed.
What happens in an initial conversation?
We talk about where you are, what's not working, and what needs to change. No deck, no pitch. Just a direct conversation to figure out if this is the right fit.
Who will I be working with?
Directly with me. There's no team behind Arc & Axis — when you engage Arc & Axis, you get senior PMM leadership from day one, not a handoff to someone junior.
What kinds of companies do you work with?
B2B tech companies at inflection points — early-stage startups getting ready to go to market, scaling companies entering new segments, and established teams that need to evolve their GTM motion. Stage matters less than the moment you're in.
What kinds of engagements do you take on?
Fractional leadership, strategic projects, launches, repositioning and defined GTM sprints.Every engagement is scoped to what you actually need.
Can you work with an existing PMM team?
Yes. Arc & Axis can lead, augment or help build a PMM function depending on what's needed.
What happens in an initial conversation?
We talk about where you are, what's not working, and what needs to change. No deck, no pitch. Just a direct conversation to figure out if this is the right fit.
Strategic consultancy
Ready to take your business in a new direction?
Reach out and let’s explore how Arc & Axis can support you.
Strategic consultancy
Ready to take your business in a new direction?
Reach out and let’s explore how Arc & Axis can support you.
Strategic consultancy
Ready to take your business in a new direction?
Reach out and let’s explore how Arc & Axis can support you.