SALES & GTM STRATEGY

A GTM system that generates predictable ARR, not a slide deck that gets filed after the strategy offsite.

20 +

YEARS

in B2B commercial operations

3

SECTORS

SaaS, VC-backed and Professional Services - one GTM system built for each

1

STARTING POINT

Business Presence Audit - not a workshop, not a strategy document

THE PROBLEM

Most B2B SaaS companies don't have a sales problem.
They have a system problem.

If any of these sound familiar, the issue isn't effort. It's architecture.

Pipeline resets every quarter.

Revenue depends on a few reps having a good month. No coverage discipline, no named account strategy, no way to forecast with confidence.

Sales and marketing blame each other.

Marketing says leads aren't followed up. Sales says the leads are rubbish. Both are partly right, because no one defined what a good lead actually is.

New markets don't respond like home.

What worked in your first market was partly product strength and partly luck. Entering territory two or three requires deliberate ICP targeting and territory design.

The deck explains everything, deals still stall.

If your sales process needs constant explaining, it's broken. Clarity and timing close deals. Comprehensiveness kills them.

THE METHOD

Four phases. One system.

We don't hand over a strategy and disappear. Each phase builds something your team can run without us.

Diagnose: find where the signal breaks

Market sizing and TAM validation. ICP audit across your actual customer base. Funnel analysis — where leads drop and why. Competitive positioning gaps. We don't start with assumptions.

TAM / SAM analysis

ICP validation

Funnel audit

Competitive landscape

Design: build the architecture

Segment priority matrix with explicit A/B/C tiers. Territory design mapped to headcount and quota. Motion selection — which combination of outbound, inbound, and events fits your stage and market. Messaging architecture by segment.

Segment priority matrix

Territory model

Motion selection

Messeging by segment

Build: create the operating system

Commercial playbook your team can reference daily. Pipeline coverage model with explicit targets and warning signals. Funnel definitions and SLA framework so sales and marketing are running from the same map. KPI framework tied to ARR, not activity metrics.

Commercial playbook

Pipeline coverage model

Funnel definitions

KPI framework

Execute: activate and embed

Campaign activation with defined sequences. Sales enablement and discovery training. Event strategy with follow-up protocols. Embedded support through the first full sales cycle so the system actually runs — not just exists on paper.

Campaign activation

Sales enablement

Event strategy

Embedded support

THREE MOTIONS. ONE PIPELINE. 

GTM doesn't work when it's a single bet.

Every engagement is designed around three coordinated motions — each feeding the same pipeline.

Motion 01

Outbound | named account targeting

Proactive, multi-touch sequences built around trigger signals — not spray-and-pray volume. Each named account gets a plan.

  • Trigger-based sequencing
  • Persona-specific pain messaging
  • LinkedIn + email + call cadence
  • Account plans for priority targets

Motion 02

Inbound | content & campaign demand

Lead magnets that pull qualified buyers. MQL routing with 48-hour SLA. Qualification that filters on fit, not just interest.

  • Flagship content as lead magnets
  • LinkedIn organic + paid
  • 48hr MQL-to-sales handoff SLA
  • BANT qualification on all inbound

Motion 03

We offer a range of specialized services tailored to meet your a

Event-led executive pipeline seeding.

Events for deal acceleration and pipeline seeding — not passive brand awareness. Every event has a defined follow-up sequence.

  • Executive dinners & roundtables
  • Conference presence with intent
  • Webinars for MQL generation
  • Lead list to sales within 48hrs

PIPELINE DISCIPLINE - BY THE NUMBERS

The benchmarks we build toward.

These aren't aspirational targets. They're the operational minimums a healthy GTM system should hit.

3x

Pipeline Coverage
vs. quarterly revenue target

60%

Pipeline Coverage
vs. quarterly revenue target

50%

SAL → SQL
qualification conversion rate

30%

Opportunity → Close
Ffnal stage win rate

FAQ

The questions people ask before getting in touch.

We're pre-Series A. Is this relevant for us?

GTM Strategy & Design is built for companies that have proven product-market fit and are scaling beyond their first customers, typically Series A and above. If you're earlier, the Business Presence Audit is a better starting point. It identifies what to fix before you build the sales system on top of it.

How long does an engagement typically take?

The Diagnose and Design phases take 3-4 weeks. Build takes another 3-4 weeks depending on complexity. Embedded execution support runs through the first sales cycle, typically 90-120 days from kick-off to a fully running system.

Do you implement, or just advise?

Both. The strategy phases are collaborative. We work with your team, not above them. The Build phase produces documents and frameworks your team owns. In Execute, we're embedded - running sequences, reviewing calls, attending pipeline reviews. We stay until it runs without us.

We already have a sales team. Can this work alongside them?

Yes, and it's more effective that way. We design the system around the people already in it. The Commercial Playbook and funnel definitions are built with your team, so adoption isn't a change management project. It's a clarification of what they were trying to do anyway.