GTM Consulting · B2B SaaS & Technology
B2B GTM consulting.
Diagnostic first. Fix second.
Most GTM consulting starts with a solution. We start with the problem. Because the thing that looks broken is rarely the thing that needs fixing.
20+ years in B2B GTM · Former AWS & Dell revenue leadership · Series A–C engagements
What is GTM consulting?
GTM (go-to-market) consulting is the practice of diagnosing and fixing the revenue system that connects a company's product to its customers. That system includes how you define your ideal customer, how your pipeline is structured, how deals progress through stages, how you forecast, how your team is aligned, and which tools actually help versus which ones add noise.
GTM consulting is not sales training. It is not CRM implementation. It is not a marketing audit. It is a strategic diagnosis of why the revenue system is underperforming — followed by a structured fix.
The companies that benefit most from GTM consulting have already done the early work. They have product-market fit. They have a team. They have pipeline. But the system that got them to $5M–$10M is not producing the same results at $15M–$30M — and adding more people, tools, or activity is not moving the number.
When does a B2B company need a GTM consultant?
The trigger is almost always one of these five situations.
Growth has stalled
Revenue was growing predictably and has flattened. The team is working harder than ever, but the number isn't moving. This is the growth plateau — the point where the original GTM motion hits its ceiling and needs to be redesigned.
Pipeline doesn't convert
The pipeline looks healthy. Coverage is at 3× or 4×. But close rates are falling and late-stage deals keep slipping. Adding more pipeline at the top makes the problem worse. The constraint is qualification and stage definition, not volume.
The forecast is unreliable
Every forecast call ends with the same uncertainty. Committed deals get pushed. The board is asking questions the team can't confidently answer. Forecast volatility is a structural problem — it doesn't fix itself.
You're preparing for the next stage
Series A to Series B. Series B to Series C. A new CRO hire. A board-driven push to improve predictability. These transitions require the revenue system to be rebuilt, not just patched.
The team is great but the system isn't
You've ruled out people as the problem. The reps are good. Marketing is generating leads. CS is managing accounts. But the system they're working inside hasn't kept up with the business. This is the most common and most underdiagnosed GTM problem.
AI and tools are adding noise, not signal
The stack has grown. Sequences are automated. AI is scoring leads and summarising calls. Activity is up. But qualified pipeline hasn't grown and win rates are flat. AI accelerated a motion that was already broken.
How GTM-360 approaches GTM consulting
Most GTM consultants arrive with a framework and apply it. We arrive with questions. The diagnosis comes before the solution — always. This matters because the thing that looks like the problem is almost never the real constraint.
Diagnostic
10–14 days · standalone engagement
We interview the revenue team, analyse pipeline data, examine CRM stage definitions, review forecast accuracy, and assess GTM motion alignment. We are looking for the real constraint — not the surface symptom. The output is a diagnosis with evidence, not a list of recommendations.
Architecture
3–6 weeks
Once we know the constraint, we design the fix. This might be ICP redefinition, pipeline stage redesign, forecasting governance, operating model alignment, or tech stack rationalisation. Often it is a combination. We build the blueprint before touching anything.
Engineering
6–16 weeks
Implementation with specialists. CRM configuration, outbound infrastructure, automation workflows, AI signal integration, reporting build-out. We do not hand over a slide deck. We stay until the system is working.
Each phase is a standalone engagement. You can start with the Diagnostic and decide what to do next. You are never committed to the full engagement before you know what you are getting into.
What GTM-360 consulting covers
The four areas we work in. Each engagement is scoped to the constraint we found in Phase 1.
GTM Operating Model
Align strategy, roles, and KPIs across marketing, sales, and customer success into a unified revenue engine. Remove the silos that cause forecast errors and execution gaps.
Learn more →Pipeline Quality & Win Rate
Fix stage definitions that allow deals to advance without buyer commitment. Improve win rates and forecast accuracy together by mapping pipeline stages to buyer behaviour.
Learn more →Forecasting & Revenue Governance
Replace gut-feel pipeline reviews with structured governance. Build the models and cadences that produce numbers the board can trust.
Learn more →GTM Signals & AI Alignment
Audit the stack and align AI tooling to the revenue motion. Reduce noise, fix data quality, and ensure technology amplifies decisions — not just activity.
Learn more →Results from real GTM consulting engagements
Companies anonymised by request. Every number is real — context available on a call.
$14M ARR. The pipeline was full. Revenue was flat. Stage criteria were measuring rep activity, not buyer commitment.
Read case study →$22M ARR, Series B. Eight reps, eight definitions of 'Commit'. The forecast was averaging incompatible inputs.
Read case study →$9M ARR. Sales cycles had doubled. The ICP had quietly drifted from operations buyers to finance and HR buyers.
Read case study →Frequently asked questions about GTM consulting
How is GTM consulting different from sales consulting?
Sales consulting typically focuses on the sales team — training, process, methodology. GTM consulting is broader: it covers the entire revenue system, including ICP definition, pipeline structure, forecasting governance, and marketing-sales alignment. A GTM consultant diagnoses where the system is breaking down, which may or may not be in the sales team.
How long does a GTM consulting engagement take?
The Diagnostic phase runs 10–14 days as a standalone engagement. Architecture typically takes 3–6 weeks and Engineering 6–16 weeks depending on scope. Most clients see the first measurable results within 60–90 days of starting the Engineering phase.
What is the difference between a GTM consultant and a fractional CRO?
A fractional CRO fills the CRO role on a part-time basis. A GTM consultant runs a defined engagement to diagnose and fix a specific system problem, then steps back. GTM-360 operates as a consulting firm — defined engagement, clear deliverables — rather than as an ongoing executive placement.
What size company benefits most from GTM consulting?
The highest-impact engagements are with B2B SaaS companies between $5M and $50M ARR — typically Series A or Series B — that have achieved product-market fit and built a team, but hit a ceiling. At this stage, the revenue system that worked at $5M no longer produces the same results at $20M.
Do you work with companies outside the US?
Yes. GTM-360 works with B2B companies globally. Most engagements are conducted remotely with on-site sessions as needed.
Start with the diagnostic.
A standalone 10–14 day engagement to find the real constraint. You are never committed to the full engagement until you know what you are getting into.
Goes directly to a partner. Not a CRM queue.
Start with the diagnostic →