Strategy
Go-to-market strategy consultancy for B2B
A go-to-market strategy is only useful if the commercial team can execute it. We work as a GTM consultancy for B2B and PE-backed businesses, connecting market analysis, positioning, ICP definition and commercial planning to the way the sales and marketing teams actually work day to day.
When this is needed
Signs this might be the right time
GTM support is usually needed when the offer has moved on but the go-to-market has not. The proposition has evolved, the market has shifted or the business has been acquired, and the commercial approach still reflects an earlier version of the company.
It is also common when a plan exists on paper, has board approval, and is not translating into pipeline because nothing changed in how the team sells.
- Commercial activity is high but pipeline contribution is unclear
- The business is entering a new market or launching a new product or service
- Positioning feels generic and does not differentiate
- Sales teams are struggling to explain the value of the offer clearly
- Product, marketing and sales are not aligned around the same commercial story
- There is no clear go-to-market plan connecting marketing activity to sales outcomes
- Leadership cannot see what commercial effort is delivering
- A PE investment or acquisition has changed the growth mandate
What's included
What we deliver
We help leadership, marketing, sales and product teams agree where the commercial opportunity actually is and how the business will pursue it. The output is a plan the commercial team can run, not a strategy document that stays in the boardroom.
Market and customer analysis
Understanding where the strongest opportunities sit and which segments justify commercial focus, based on evidence rather than assumption.
ICP and segmentation
Clearer target customer definition based on commercial fit and buying behaviour, so marketing and sales pursue the same accounts for the same reasons.
Proposition and positioning
Sharper articulation of what the business sells, who it serves and why it wins, translated into language the sales team can use in a live conversation.
Product marketing and sales enablement
Product marketing and enablement that turns the proposition into material the sales team can actually use: core messaging, competitive positioning, objection handling and the collateral that supports a live commercial conversation.
GTM planning
Commercial plans that connect proposition, target accounts and sales activity into one sequence with clear ownership and timing.
Marketing and sales alignment
Shared definitions, handoff points and qualification criteria across marketing, sales and customer success, so the plan survives contact with the commercial team.
Outcomes
What improves
- Clearer connection between commercial activity and pipeline
- Stronger positioning that supports sales conversations
- A go-to-market plan the whole commercial team can execute against
- Sales teams able to explain the offer with more confidence and consistency
- Better visibility into commercial contribution to revenue
- More efficient spend with measurable outcomes
Commercial proof
What changed in practice
Team Alignment Value Proposition
- Aligning regional teams after acquisition-led growth
How a global software reseller moved from fragmented regional sales activity to a more consistent value proposition, sales approach and platform for growth.
Sales Process Forecasting
- Building a sales process fit for a new market strategy
How a business shifting from software resale to digital transformation consultancy created a more consistent sales process across ten European businesses.
Where we’ve helped raise the bar
FAQS
Common questions
Is this just a marketing plan?
No. This is commercial strategy. It connects market focus, proposition, messaging, sales enablement and execution to pipeline, revenue and growth. It goes beyond channel planning.
Do you execute the strategy as well?
We can support execution where it connects directly to commercial outcomes. Some clients need strategy and handover. Others need us to help shape campaigns, account activity, sales content or internal capability so the plan becomes usable.
How long does a strategy engagement take?
A focused strategy engagement typically takes 4–6 weeks. Ongoing support and execution is structured in quarterly cycles.
Do you work with our existing team?
Yes. We work alongside internal teams, helping them focus on the right priorities and improve how commercial effort connects to outcomes.
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You might also need
Fractional Marketing & Commercial Leadership
Interim CMOs, CROs and commercial directors who bring structure, pace and accountability without a full-time commitment.
Account-Based Growth
Focused account-based growth support for B2B organisations that need clearer target accounts, sharper propositions and sales activity connected to measurable pipeline.
Revenue Operations & Funnel Design
CRM architecture, pipeline design and reporting that gives leadership teams real visibility into commercial performance.
When the offer has moved on but the go-to-market hasn't.
A Commercial Performance Diagnostic gives you a clearer view of where positioning, proposition and sales conversations are losing commercial impact.