Go-To-Market Strategy
Go-To-Market Consultant
Before you hire sellers, get the strategy right: who you sell to, what you say, what you charge and which channel actually reaches them.
Who this is for
If one of these sounds like your company, this engagement will pay for itself.
You're launching a new product or market
The product is ready and the market is not chosen. Segment, message, price and channel all need deciding before a single rep is hired against the wrong assumption.
You're selling to everyone and converting no one
Broad positioning produces long sales cycles and price pressure. Narrowing the ICP is usually the single highest-return change a pre-scale company can make.
You're entering the US, Europe or Asia
Cross-border expansion breaks assumptions about buyer behaviour, pricing and channel. I have built and sold companies across all three regions and hired teams in 40+ countries.
Your pricing was set once and never revisited
Packaging and price are go-to-market decisions, not finance decisions. Fixing them changes win rate and deal size faster than any amount of extra activity.
What you get
A concrete plan for the first 90 days — not a slide deck and a retainer.
Weeks 1–4
Research and diagnosis
- Interview customers, lost deals and the sales and product teams
- Segment the market and score segments on fit, reachability and willingness to pay
- Map competitors and where you genuinely differ, not where you wish you did
- Pressure-test current pricing and packaging against real deal data
Weeks 5–8
Strategy and messaging
- Lock the ICP, the buying committee and the trigger events worth chasing
- Write the positioning and core narrative your whole company can repeat
- Choose the channel mix — outbound, partnerships, content, events — with reasoning, not fashion
- Recommend the pricing and packaging model, including the migration path
Weeks 9–12
Launch plan and enablement
- Build the GTM plan: targets, sequencing, budget and required headcount
- Produce the sales assets — pitch, one-pager, objection handling, discovery guide
- Define the metrics and review cadence that tell you early if the plan is wrong
- Brief and enable the team, or hand into a fractional sales leadership engagement
How it works
Engagement model, duration, and how this compares to a full-time hire.
Project-based, not open-ended
GTM work is a defined project with defined deliverables — a positioning and pricing recommendation, a channel plan, and the assets to execute it. Typically eight to twelve weeks.
Strategy that survives contact with buyers
The plan is built from customer interviews and real deal data, not a workshop whiteboard. Everything I recommend, I have had to sell myself at some point.
How it differs from hiring a CMO or VP of Sales
A full-time go-to-market executive is the right hire once the strategy is proven. Hiring one to discover the strategy is expensive: you commit salary and equity to a direction nobody has validated yet. A consultant answers the question first.
Optional execution follow-on
Some clients take the plan and run it themselves. Others roll straight into fractional sales leadership so the same person who wrote the strategy is accountable for executing it.
Engagement & Investment
Go-to-market work is billed at $250–350 per hour, depending on the depth of research and the number of segments or markets in play.
The alternative is a full-time revenue or GTM executive at $200K–350K+ in base salary before equity, bonus, benefits, payroll taxes and search costs — a permanent hire for what is usually a defined, finite decision. You pay for the hours that produce the positioning, pricing and channel plan, and nothing after that.
Engagements flex: concentrated hours during the research and decision phase, lighter support while your team executes. Scope is agreed upfront, so there are no surprise invoices.
Why Adam
An operator who has built and sold the thing, not a consultant who read about it.
- Serial entrepreneur with three exits and $20m+ in revenue built
- Launched and scaled businesses across the US, Europe and Asia
- Hired and trained 1,600+ people; recruited across 40+ countries
- Built and exited Gold Jobs, Rock My Resume and My Personal Recruiter
- Featured by CBS News, Forbes Business Council, CEO Weekly and Digital Journal
- Also builds and operates companies today, so recommendations are made by someone who has to live with them
Frequently asked questions
What does a go-to-market consultant do?
A go-to-market consultant defines how a company takes a product to a market: which customer segment to target, how to position and message the product, what to charge, which channels to sell through, and what the launch plan and metrics look like. The output is a plan and the assets to execute it, not just advice.
When do you need a GTM consultant rather than a sales hire?
Hire a GTM consultant when you do not yet know who your best customer is, why you win, or what you should charge. Hire sellers once those answers exist. Adding reps to an unvalidated go-to-market strategy scales the mistake rather than the revenue.
How long does a go-to-market engagement take?
Most engagements run eight to twelve weeks: research and diagnosis, then strategy and messaging, then the launch plan and enablement. Market-entry projects in a new region can run longer depending on how much primary research is required.
How much does a go-to-market consultant cost?
GTM engagements are billed at $250–350 per hour, scoped to the depth of research and how many segments or markets are in scope. The comparison most founders make is hiring a GTM or revenue executive full time — $200K–350K+ in base salary before equity, bonus, benefits, payroll taxes, search fees and ramp — for what is usually a finite set of decisions about positioning, pricing and channel. Paying by the hour means the spend ends when the decisions are made, and there is no severance risk if the fit is wrong. Hours concentrate during the research and decision phase and taper while your team executes, and scope is agreed before the work begins so there are no surprise invoices. Book a free consultation and we will scope the project to your market.
Do you help with international market entry?
Yes. I have founded, operated and sold companies across the US, Europe and Asia and hired teams in more than 40 countries, so entry strategy, local hiring and channel selection are all in scope.
What do I actually receive at the end?
A documented ICP and positioning, a pricing and packaging recommendation, a channel and launch plan with sequencing, the core sales assets, and the metric set to track whether it is working.
Get your go-to-market right before you scale it
Bring your product, your current pitch and your last ten deals. In thirty minutes we will find the assumption that is costing you the most.
Book a Free Consultation