ICP & Segmentation
01A primary ICP, secondary segments, and disqualification criteria — sharper than 'mid-market SaaS.'
Go-To-Market Strategy engineered to survive contact with reality.
Most go-to-market plans look credible in a deck and collapse in execution. We build GTM strategies that hold up because they account for the buyer, the category, and the channels you can actually execute.
Overview
What this engagement actually does.
We start from the business — not the marketing function. That means understanding revenue model, sales motion, ICP economics, and competitive posture before we recommend a single channel. The output is a GTM roadmap with explicit choices: who you're for, who you're not for, how you win the comparison, and how the first four quarters of execution sequence together. We pressure-test every assumption with research and stay involved through the early execution phases so the plan adapts as evidence comes in.
Right Fit If
- Post product-market-fit B2B companies entering a new category, segment, or geography.
- Seed-to-Series-B teams whose growth has stalled because the GTM motion was never deliberately designed.
- Enterprise software, AI, and infrastructure businesses where positioning and discoverability outweigh paid channels.
- Founders who want a strategic partner, not a deck-builder.
Deliverables
What you get, tangibly.
Concrete artifacts and systems — not slide decks that gather dust.
Category Posture
02Where you compete, who you compete against, and the comparison you want buyers running.
Channel Architecture
03The 3–5 channels that actually fit your motion, sequenced for compounding rather than churn.
Messaging Hierarchy
04Headline, sub, proof, objections — calibrated by segment and stage.
90/180/365 Roadmap
05Quarterly priorities with explicit dependencies, owners, and leading indicators.
KPI System
06A small set of metrics that actually inform decisions — not a vanity dashboard.
Outcomes
Indicators that the system is working.
Representative outcomes from mature engagements. Every business is different — we set targets together.
1 Plan
Replacing 4–6 disconnected initiatives
2.4×
Faster qualification of pipeline
90 Days
From kickoff to in-market execution
How It Works
A predictable engagement. Not a black box.
01
Diagnose
Audit the current motion, revenue mix, and competitive landscape.
02
Define
Lock ICP, category posture, and channel architecture.
03
Design
Build the messaging hierarchy and 90/180/365 roadmap.
04
Deploy
Operate alongside your team through the first execution phase.
FAQ
Questions about this service.
Don't see your question? Bring it to the audit.
- How long does a GTM engagement take?
- The strategy phase typically runs 4–6 weeks. Most clients keep us engaged through the first two quarters of execution so the plan adapts to live signal.
- Do you replace our in-house team?
- No. We're built to operate as a strategic layer above and alongside an existing team, raising the ceiling on what's possible without adding headcount.
- What if our current positioning is wrong?
- That's the most common finding. GTM strategy and positioning are inseparable — we'll fix both rather than building a campaign on a broken foundation.
Related
Capabilities that strengthen this one.
Next Step
Diagnose your go-to-market strategy in 30 minutes.
A working audit, not a sales call. Bring your sharpest questions — leave with a clearer picture of what's actually broken and what would move the needle.