Belief can’t be generated

On-Call CMO builds the original research, interactive tools, brands and founder stories that prove a company is real, then puts that proof to work with customers and investors at the same time.

See the work Ask a CMO

Client news AI Assist launches with Argus360 and AiF&I for Auto Retail in September 2026. See how the launch came together Moonnox acquired by Certinia in July 2026. Read the Moonnox story

Moonnox, now part of Certinia

14months

with the Moonnox team, from our first market study to its acquisition by Certinia.

Working with Moonnox’s founders, team and partners, we built its marketing function, starting with the study it used to choose its markets and continuing through a 500-executive benchmark, two position papers, HubSpot and outbound, and the launches in between. In July 2026, Certinia acquired Moonnox and folded it into Veda, its suite of AI agents for professional services.

Read the Moonnox story

CPA Practice Advisor article: Certinia Buys Moonnox, Expands Veda Suite of AI Agents, July 21, 2026

Certinia Veda AI page, where moonnox.com now leads, headlined Agentic capabilities across the services lifecycle

Moonnox homepage headlined The AI-powered OS for system implementation and delivery on a deep purple background

Selected work, all of it public

Made with our clients

Research reports, websites, interactive tools, launch campaigns and brand work. Every piece on this wall was made with a client or for one of our own ventures, and every piece is public.

Logicbroker homepage with the headline Connect once. Sell everywhere. and a product validation card checking a catalog item

Cover of The State of AI Adoption in System Integrators, a 2026 benchmark survey of 500 U.S. SI executives

Launch graphic: Argus360, proof of what your dealership actually said and did

A full audience watching the main stage program inside Cherry Street Pier

PlinkExchange homepage: Your airgun range, law, ammo, gear, pistol and rifle resource, with a state legal map

Position paper page with statistic tiles: 91 percent, 15 percent, 61 percent and 34 percent

Benchmark page with the AI maturity model: four stages, with 15 percent of firms at the operating-model integrated stage

Cover of The State of Agentic Commerce Adoption, analysis from a 2026 survey of over 600 enterprise eCommerce leaders

Argus360 Compliance Map showing call-recording consent rules state by state across the United States

Storm OS homepage: The Relationship Graph Operating System for Startups

Conforma launch visual: the Transformation Project screen on a laptop, turning one text into speech, image and video

Global Helium-3 Atlas: a world map of helium-3 opportunities with layer controls and a map key

Launch graphic: AI for the people who run automotive retail, introducing founders Marina and Nick Letsios

Cover of the position paper Solving the AI Context Gap

Founders Alley homepage for Founders Alley Philly, Our City in Motion, October 20, 2026

Report page showing a capability maturity pyramid from foundational entry points to advanced orchestration

Chart: buyers who arrive through AI convert far more often, comparing conversion by traffic source

AiF&I homepage: One platform for your entire F&I operation

Moonnox Collective IQ Calculator input screen with sliders for firm size, rates and utilization

A fireside conversation on the Founders Alley stage

Report page with a large 90.7 percent statistic: expect AI agents to influence at least 20 percent of online orders by 2027

Launch graphic: AiF&I, one platform for your entire F&I operation, with five agents around the Dealer Brain

Browse all the work

Five stories, told in full

How the work came together

Each case study shows the thinking and the finished work, from the research that informed each company’s direction to the pages and campaigns built on it.

Logicbroker

We asked 600 commerce leaders where agentic commerce is going.

Logicbroker had repositioned itself as the Agentic Commerce Orchestration Engine. We led the website project and consulted on the brand evolution’s direction and messaging with Logicbroker’s team, and the new site debuted at NRF 2026. Alongside it, a study of 600 enterprise ecommerce leaders that we ran with Midsail Research became a 25-page report and a paid campaign.

600enterprise decision makers surveyed

95.5%already run at least one AI commerce capability

7display creatives in the paid extension

Read the Logicbroker story

Moonnox

We built Moonnox’s marketing function with its team and partners.

Moonnox captures the context that services firms lose between winning a deal and delivering it. All of it was built around that idea, from the market study to the benchmark, the position papers, the calculator and the HubSpot setup behind them. In July 2026, Certinia acquired Moonnox.

500SI executives in the 2026 benchmark

2position papers telling one story to two audiences

14 mowith the Moonnox team, from first market study to acquisition

Read the Moonnox story

Cover of the position paper Solving the SI Context Gap

AI Assist, Argus360 and AiF&I

We helped AI Assist launch a parent company and two products on the same day.

AI Assist builds AI for the people who run automotive retail. We designed the brand architecture for the parent and its two products, then built three websites, an interactive compliance map, the pitch deck and the launch campaign. Tom serves as AI Assist’s Chief Marketing Officer.

3brands on one shared design system

3websites live on launch day

51jurisdictions in the compliance map

Read the AI Assist story

AI Assist homepage: AI for the people who run automotive retail, with product interface cards

Helisep

Before the first bench result, we mapped the evidence.

Helisep is developing a quantum sieve that recovers helium-3 from helium already moving through the world’s pipelines. We built the brand, the website, the investor materials and the Global Helium-3 Atlas, an interactive map that shows exactly where the opportunity sits.

23,553public records in the atlas

84curated sites in 15 countries

4public datasets combined

Read the Helisep story

Founders Alley

We helped put 320 founders, investors and operators in one room.

Founders Alley is the Philadelphia-born community Tom co-founded to bring founders, investors and operators together. We carry the brand forward, run the website, support the live events and design the social presence, and On-Call CMO delivers Founders Alley Marketing for the startups it serves.

320+attendees at the 2025 flagship

22startups on Founders Row

80+investors in the room

Read the Founders Alley story

How we work

We start with what’s true

AI made marketing cheap to produce and easy to copy. Buyers and investors have noticed, and they look for what a model can’t produce on demand, like original research, tools built on real expertise and a founder who can stand behind every claim.

Research the market
Sizing, competitors, buyers and channels get studied before a word is written. When the evidence doesn’t exist yet, we go and collect it with original survey research.
Profile the buyer and the founder
We map the ideal customer and the buying committee, then profile the founder: the origin story, the proof points, the numbers and the assumptions behind them.
Build the story and its proof
Brand, website, research, interactive tools, pitch deck and content, all telling the same story and each strong enough to stand on its own.
Engage customers and investors together
Go-to-market and the capital raise run side by side, so buyer conversations strengthen the raise and investor conversations lead to customers.

See the full approach

On-Call Studios

We build software, too

On-Call Studios is the product side of the practice. We build tools for the problems we keep meeting in client work, and we run them ourselves.

Live, early access

Storm OS

The relationship graph operating system for startups. Customers, investors and partners share one set of records, with pipelines, proposals, projects, invoices, email and five AI agents built on it. In use at AI Assist, Helisep, Founders Alley and On-Call CMO.

Live, beta

VectorCanvas

A website CMS for founders who are selling and raising at the same time. Public pages, an investor Deal Room and a Customer Room share one site, and each block is shown only to the visitors it is meant for. The AI you already use can draft changes, and a person publishes them.

Live, early access

PlinkExchange

The airgun resource center, with legal maps for 237 jurisdictions, 4,035 ranges, 12 ballistics calculators, a free Virtual Locker and the Open Marketplace, where any locker entry can become a sale page.

Build with On-Call Studios

We also take on custom application development, proof-of-concept builds and product development consulting with founders and their teams.

How we build with you

Tom Gaydos, founder and principal of On-Call CMO

Investors don’t invest in products, or services, or ideas. They invest in people. They need to believe in people, and they need to see the vision the founder sees.

Tom Gaydos, Founder and Principal, On-Call CMO

Evolve IPEighth employee and foundational marketer, with a hand in fundraising and board management as the company grew.
Bluewolf, an IBM companyMarketing Practice Lead at the Salesforce consultancy IBM acquired.
McFadyen DigitalChief Marketing Officer for nearly eight years.
Founders AlleyOne of six co-founders of the Philadelphia startup community.

More about Tom and On-Call CMO

The On-Call Blog

Written from inside the work

Startup fundraising, pitch decks, AI search and the B2B marketing that still earns its budget, written by Tom Gaydos.

Fundraising

What to Do Before You Build Your First Pitch Deck

The hardest work happens before you open a template. Here is what to gather, what to expect from the process, and why the story matters more than the slides.

September 22, 202610 minute read