Fractional sales leadership
Go-to-market strategy
A go-to-market strategy decides who you sell to, what you say to them, which channels reach them, how you price and in what order you launch. I build it from conversations with your customers and prospects, then turn it into a pipeline you can measure, so the plan meets reality within weeks.
Signs you need a go-to-market strategy
- You're launching a new product, service or market and don't know who will buy first
- Your customers came through your network and you don't know how to find more like them
- Marketing and sales describe your customer differently
- You've tried several channels and none has stuck
What do I do?
I start by talking to your customers, and to people who should be your customers. Then I look back across your client base for the situations that led each one to buy. From that I write an ideal customer profile and an ideal customer situation: the signals that someone needs you now. I choose the channels and messages that reach those people, set the launch sequence and build the first pipeline.
What you get
- An ideal customer profile and ideal customer situation
- Positioning and messaging for each segment
- A channel plan with the numbers to watch
- Pricing and packaging recommendations
- A launch sequence, with the first outbound built in your own tools
Worth knowing: Every part of the strategy meets real prospects within weeks, so nothing sits in a drawer.
How it runs
Customer conversations and research first, then the written strategy, then the first outbound. Often a fractional sales director engagement follows to run it. If the founder is still the only route to new business, start with moving beyond founder-led sales.
Industries I know from the inside
From experience
Seehab AhmedFounder, Stratus Growth
Speak to potential customers first. Get to grips with the problems the product solves, and find the ideal customer profile from that.
At Docan, an engineering software business, I built the sales function from zero and a £685k new business pipeline, closing £250k in the first year. Licences ran from £500 to £60k per seat, sold to VP Engineering and C-suite buyers.
Related
- ServiceFractional sales leadershipFractional commercial leadership gives a founder-led business a senior sales leader for a day or two a week. I find what's broken in your sales system, or build it from scratch, and make the people already selling more successful. You get a working system you can see and run, and you own all of it.
- ServiceFractional sales directorA senior sales leader in your business one day a week, running the system, coaching the team and working live deals.
- ServiceMoving beyond founder-led salesA repeatable way to win business outside your network, and approval rules that let deals move without you.
- Free toolHire cost calculatorThe first-year cost of a full-time sales director: salary, employer National Insurance, pension, recruitment, your own time and the months before they hit target.Cost a full-time sales hire
- BookFree scoping call60 minutes on what's happening in your business and whether I'm the right person to help. If I can't help, I'll tell you what would.
- ServiceSales process and playbookThe stages, qualification and handovers written down, so every lead gets handled the same way.
Questions people ask
What's included in a go-to-market strategy?
How is it different from a marketing plan?
Two ways to start
Free
You're weighing up ongoing help
A 60-minute call to work out what's going on and whether I'm the right person to fix it. If I'm not, I'll say so on the call and tell you what would help instead.
£150 · One hour · No VAT is charged
You have one question that needs a straight answer
Bring the question. You leave the hour with my answer and the reasoning behind it, with no retainer and no obligation afterwards.
Not sure which? Answer three questions and I'll point you to the right one.