About Midday Advisors
Thirty years in one market will teach you things no agency can learn on your behalf.
I started Midday Advisors because I kept seeing the same thing.
An education company with a strong program, a real product, something that actually worked in schools — and a go-to-market strategy that had nothing to do with how K-12 districts actually buy. They were running B2B playbooks built for SaaS companies. Hiring sales reps before anyone had defined who they were selling to. Running campaigns that couldn’t get past a curriculum director’s inbox. Wondering why nothing was landing.
The problem wasn’t the product. It was never the product.
It was that building marketing for the K-12 market requires knowing the market — not in the abstract, but specifically. Who the buyers are at different district sizes. How budget gets allocated and when it’s actually available to spend. Which decision sits at the school level and which sits with the board. What the procurement process looks like for a $40,000 contract versus a $400,000 one. What changed after the pandemic, and what changed again in the last two years.
That knowledge doesn’t come from reading about education. It comes from spending a career inside it.
The work behind the number.
I’ve spent 30 years leading marketing and revenue growth for education companies and nonprofits — organizations selling curriculum, professional development, technology, assessment, and services to K-12 schools, districts, and charter management organizations across the country.
At Edusoft, I closed a $6.1M one-year contract with the Los Angeles Unified School District. I built a solution with senior district leaders that solved their problem of creating, distributing, and scoring six formative assessments annually. I learned the value of understanding the customer problem.
At Teachscape, I worked with the Arkansas Association of Education Administrators to change the law to allow school principals to conduct classroom observations via panoramic video and audio capture, allowing hundreds of principals to time-shift one of their most important tasks. It also allowed Teachscape to sell thousands of cameras and evaluation systems.
A year later, I worked with the New Jersey and New York state education departments to require credentialing of principals before using the Danielson Framework to evaluate teacher performance. This protected educators from unfair evaluations by administrators who didn’t understand what they were measuring. Teachscape captured several million dollars for professional assessments, moving their product from “nice to have” to “absolutely essential.”
Professional development experiences are often only as good as the facilitator who delivers the workshop. To make the invisible explicit, at both Learning Innovation Catalyst and UnboundEd, we developed one-day virtual conferences run solely on Zoom that developed hundreds of qualified leads and a million dollars of pipeline in a single day.
Over the years, I’ve grown organizations from $5M to $60M in revenue, increased lead generation by 600%, and closed more than $100M in new business. I’ve also watched a lot of good organizations struggle with marketing that wasn’t built for the market they were actually in.
That’s what Midday is built to fix.
In the work, not above it.
When I work with an organization, I’m not a vendor. I’m not managing a deliverable from a distance. I’m in the work — in the strategy sessions, in the messaging decisions, in the pipeline reviews — as a senior leader who happens to not be on your payroll full-time.
When engagements need additional expertise, I work with a specialist network of education market professionals: researchers, HubSpot and/or Salesforce experts, content strategists, and creative professionals who know this market the way you do. You get the right person for the work, not a generalist who’s available.
I’m based in Lititz, Pennsylvania. I work with education companies and nonprofits across the country.
If you’re selling to K-12 and your marketing isn’t landing, I’d like to hear about it.