Product Advocacy is a title invented for a job James found himself doing anyway: living between Customers, Marketing, Product and GTM. It’s a role without clear boundaries that somehow touches every part of the company. James spent a decade as an operator and consultant assembling revenue stacks out of point solutions and duct tape. Now, he develops strategy and GTM programs at Nue around revenue architecture built to support some of the world’s fastest-growing AI companies. He also helps customers put that architecture into practice across their agents and teams. Day to day, that means diving into customer implementations, translating customer challenges into product outcomes, building the demo scripts, environments and enablement systems his SE team runs on, and shipping the tooling he wishes existed: MCP integrations, Apex automation, guided selling playbooks and internal AI training. James has been in the room for a few hundred revenue stack decisions, and somehow, he’s not tired of them yet.