STRATEGY

Who you sell to, with what, and in which way.

A go-to-market strategy answers three questions: who is your ICP, how do you beat the status quo, and which motion fits your deal size. We land it in an operating document with channel mix, target CAC and CRM properties you can work with from day one.

Book a GTM conversation Take the Maturity Scan first

What do you get?

01
ICP document Who qualifies, who does not, backed by client interviews
02
Positioning & messaging A clear promise per segment, with sales talk points
03
Motion & channels Which channel for which segment, with budget per quarter

ICP defined too broadly

"B2B Netherlands 50-500 FTE" is not an ICP. Sales chases everyone, marketing drifts, win rate stays low. A real ICP has firmographics, trigger events and signals you can filter in your CRM.

No clear motion choice

Half product-led, half sales-led, and operationally neither set up properly. Conversion stalls at the handover between what marketing generates and what sales picks up.

Positioning too generic

The homepage says what ten competitors also say. Traffic arrives, nobody recognises themselves, conversion is low. No sharp "who we are for, who we are not for" choice.

No link to the CRM

The ICP lives in a Figma file but not as a segment in HubSpot. Sales cannot filter on ICP fit, marketing lists are broader than they should be, reporting becomes vague.

Approach

From broad aim to sharp choices.

Six to eight weeks. We conduct market research, client interviews and data analysis, and deliver a GTM plan that is operationally grounded in your CRM and on your site. We use proven frameworks (April Dunford for positioning, Jobs-to-be-Done for client interviews) without mechanically rolling out a template.

01 Week 1-2

Discovery & data

Eight to twelve client interviews (won, lost, churned). Win/loss analysis over the last twelve months. Deal data from the CRM segmented by industry, size, motion.

Wat je krijgt Win/loss report with patterns, segment revenue table, themes from client interviews

02 Week 3-4

ICP & segments

Sharpen the primary ICP, name the sub-segments, write down the exclusion criteria. Working session with sales and marketing to build shared ownership of the choice.

Wat je krijgt ICP document with firmographics and behaviour, segment prioritisation, CRM property spec

03 Week 5-6

Positioning & messaging

Which promise, for which segment, where you differ from your two to three main competitors. April Dunford-style positioning. Messaging framework per segment, with sales talk points and web copy recommendations.

Wat je krijgt Messaging framework per segment, positioning statement, sales talk points and objection-handling doc

04 Week 7-8

Motion & channels

Which motion, which channel mix per segment, which budget split. A target CAC and pipeline contribution per channel. Hand-over to RevOps strategy or an implementation team.

Wat je krijgt Motion choice with operational consequences, channel mix with target CAC per channel, attribution blueprint

What you get in your hands

A GTM plan that lives in your CRM.

No PowerPoint. An ICP document, a positioning statement, a messaging framework and an operating model in a Figma blueprint your marketing, sales and CS team can use straight away. Plus the property spec and list setup to land it in HubSpot.

We also write down the risks and open questions. Not everything can be answered in seven weeks, and it is more honest to flag which decisions still need data.

What you get

Win/loss report over the last 12 months
ICP document with firmographics, behaviour and trigger events
Segment prioritisation with revenue potential
Positioning statement (Dunford format)
Messaging framework per segment
Sales talk points and objection-handling doc
Motion choice with operational consequences
Channel mix with budget and target CAC per channel
CRM property spec to land GTM in HubSpot
One-hour MT presentation

Who helps you

Two strategists at the table.

GTM is not a one-person job. You work with two strategists who do the market research, client interviews and operational translation together.

Carel Schrier

RevOps Lead / Strategist

Leads the discovery, conducts the client interviews and spars with your leadership team on the sharp choices. Twenty years of B2B experience.
Yoni Lammens

Strategist

Works on the positioning, messaging and channel choices. Translates the GTM plan into HubSpot segments and talk points.

Case · B2B mid-market

From a vague ICP to three segments with target CAC and motion per segment

A B2B SaaS of 30 employees was selling to anyone willing to sign. Sales cycles ranged from 30 days to 9 months, marketing did not know which leads were good, the forecast was a guess every month.

In eight weeks we segmented the client database and defined three ICP segments each with their own proposition and motion. A fast segment for PLG, a mid-market segment for inbound sales and an enterprise segment for outbound with a partner. The forecast became predictable, marketing knew which leads counted.

What clients usually ask.

Honest answers to the questions we hear before almost every engagement.

What is the difference from a marketing plan?

A marketing plan answers the "how" for the coming year (campaigns, content, budget). A GTM strategy answers the "who and with what" at a higher level. GTM covers ICP, positioning and motion. The marketing plan is an operational derivative of that.

How long does a GTM engagement take?

Six to eight weeks for the strategy and the operating landing in HubSpot. After that it usually takes another quarter before the organisation works accordingly, with our RaaS retainer or independently.

Which companies does this work for?

B2B organisations of 30 to 500 employees, with a sales team and a commercial ambition. For pure PLG startups under 20 people this is too heavy, for enterprise of 1,000 or more we ask for a broader scope.

What if our ICP is unclear?

That is usually the starting point. We work with client interviews, won/loss analysis and data from the CRM to formulate the ICP. Not from the room or a whiteboard, but with evidence.

Ready to start?

Ready to base GTM on evidence, not on a whiteboard?

Book a GTM conversation. We look at your current segmentation and motion, then give you an honest scope.