How is this different from a marketing agency?

Agencies sell execution: campaigns, content, paid channels. This engagement works out the strategy those campaigns should carry. Positioning, ICP sharpness, and messaging hierarchy come first. Once those are right, execution becomes far less expensive to run.

Do you need PMF before this engagement makes sense?

Yes. GTM strategy is most useful when you have customers, a product that solves a real problem, and growth that has stalled or is inconsistent. Pre-PMF teams benefit more from customer discovery work than GTM design.

GTM STRATEGY — POSITIONING THAT CLOSES

Jake McMahon — ProductQuant

8+ years B2B SaaS · Behavioural Psychology + Big Data (Masters)

A GTM motion built from your best deals, not your best guesses.

When your sales message doesn't match what actually closes deals, growth stalls. This engagement identifies the gap between your current positioning and your buyers' reality, then delivers the documents your team needs to close that gap this quarter.

Book a call → See what’s included ↓

ICP definition · messaging hierarchy · win/loss analysis · 30-day GTM plan · fixed scope

WHAT YOU HAVE AT THE END

ICP definition The exact buyer profile that closes fastest — attributes, triggers, and red flags

Messaging hierarchy A layered message architecture: primary claim, supporting proof, objection responses

Win/loss summary Why deals close and why they don’t — sourced from real calls and data

Channel guidance Which channels reach this buyer and which ones waste the budget

30-day GTM plan A sequenced action plan your team can execute without waiting for another deck

Fixed scope · timeline and investment detailed below

We build your go-to-market strategy from your own sales data.

You get positioning, messaging, and a sales motion your team actually believes in — because it comes from deals you already won.

SALES CALLS

Your reps describe the product differently every time.

We extract the language from your best closed-won deals and turn it into a repeatable pitch. Every rep says the same thing — the thing that actually works.

HOMEPAGE COPY

Your website says one thing. Your best customers say another.

We interview your top accounts and find what they actually value. You get messaging that matches how real buyers describe the problem — not how your team brainstormed it.

PIPELINE FOCUS

Marketing generates leads, but sales says they're the wrong ones.

We analyse your closed-won vs closed-lost deals to find your real ICP. You stop wasting budget on the wrong audience and start filling the pipeline with buyers who convert.

BOARD MEETING

The board asks "what's our GTM strategy?" and nobody has a clear answer.

We deliver a one-page GTM motion: who you sell to, what you say, how you reach them, and how you measure it. Your team aligns around one plan instead of five opinions.

Teams Jake has worked with

THREE SIGNS THE GTM MOTION IS WORKING AGAINST YOU

Sales messaging doesn’t match what actually closes deals

“We have a deck, a one-pager, and a set of discovery questions. But half the deals that close don’t follow any of it. Sales does what works in the room, and nobody has pulled that into the official story yet.”

Head of Sales — B2B SaaS, Series A

Entering a new segment without knowing the real buyer

“We agreed we’re going upmarket. But we haven’t talked to enterprise buyers, we don’t know which team owns the budget, and we’re about to spend a quarter finding out the hard way.”

CEO — B2B SaaS, Post-Seed

Positioned for one market while competitors have already moved

“We updated our homepage last year. Since then two competitors launched with better positioning for the buyer we thought was ours. We’re still running the old message and wondering why win rates are down.”

VP Marketing — B2B SaaS, Growth stage

WHAT YOU GET

16 deliverables that build your GTM motion from real buying evidence.

Deliverable 01

ICP Attribute Analysis from Best Customers

The companies and buyers that consistently drive revenue are analysed for what they have in common — firmographic profile, buying triggers, problem definition, and the red flags that predict a bad fit. You'll know exactly who to prioritise and who to stop pursuing.

Deliverable 02

Win/Loss Analysis from 20+ Recent Deals

Patterns across your own recent wins and losses are synthesised into a clear picture of why deals go your way and why they don't. Your team stops being surprised by the same objections in late-stage conversations.

Deliverable 03

Competitive Positioning Research

How buyers actually perceive your alternatives — not how you wish they did — is documented. Where you're genuinely differentiated and where you're currently losing deals to positioning gaps rather than product gaps become clear.

Deliverable 04

Channel Effectiveness Assessment

Every channel your team is currently spending time or money on is evaluated against conversion data and deal quality. You can double down on what works and stop funding what doesn't.

Deliverable 05

Buyer Journey Mapping

The full path from problem recognition to signed contract is documented, including where buyers stall, what triggers them to move forward, and which moments your team can influence most.

Deliverable 06

ICP Definition Document with Attributes, Triggers, and Red Flags

A single reference document your entire revenue team uses to qualify deals consistently — with the specific firmographic and behavioural signals that predict whether a prospect will close and stay.

Deliverable 07

Messaging Hierarchy with Primary Claim and Proof Points

Your core market claim, supporting reasons to believe, and proof points are structured so that every salesperson, marketer, and founder is saying the same thing — in a way that actually lands with buyers.

Deliverable 08

Win/Loss Summary with Deal Patterns

A written synthesis of what your deals have in common when they go well and when they fall apart, giving your sales team a playbook for the situations that repeat most often.

Deliverable 09

Channel Strategy Assessment

A clear recommendation on where to focus GTM effort, which channels are worth testing further, and which should be deprioritised — backed by your own conversion data rather than industry benchmarks.

Deliverable 10

Sales Enablement Pack

Talk tracks, objection responses, competitive comparisons, and qualification questions — all aligned to the ICP and messaging hierarchy. Your sales team gets the materials they need to run better calls immediately.

Deliverable 11

30-Day GTM Plan

A concrete, sequenced action plan for the first 30 days of execution — with owners, milestones, and a clear definition of what success looks like at the end of it.

Deliverable 12

Research Methodology Documentation

A full record of how the analysis was conducted, so your team can repeat the process as your market evolves and trust that the outputs are grounded in real data.

Deliverable 13

Messaging Implementation Guide

Step-by-step guidance for rolling the new messaging out across your website, sales decks, email sequences, and ad copy — so the work actually gets used rather than sitting in a folder.

Deliverable 14

Sales Team Training Materials

Written and structured training content your sales managers can use to onboard new reps and reinforce the GTM strategy across the team over time.

Deliverable 15

Channel Execution Checklist

A practical checklist that walks your team through activating each recommended channel correctly — so nothing is missed in the rollout and the strategy doesn't get diluted in execution.

Deliverable 16

Team Alignment Session (Recorded) + 30-Day Implementation Support + Two Sales Team Training Sessions + Messaging Refinement Sessions

A live session to lock in shared understanding, a month of direct access as your team puts the strategy into practice, two structured sessions where your sales team learns how to use the new framework in their actual workflow, and sessions to refine messaging based on real market feedback.

Everything above at a price matched to your scope. No hourly billing. No scope creep. Everything stays with your team.

HOW THIS WORKS

From existing sales data to a GTM motion your team can run.

WEEK 1

Audit & Research

Review existing sales data, call recordings, positioning, and competitive landscape. Interview two to three best-fit customers. Map the gap between what the market says and what the team believes.

→

WEEK 2

ICP & Win/Loss

Define the ICP from real deal evidence. Pull patterns from won and lost deals. Identify the objections that appear in every loss and the signals that predict every win.

→

WEEK 3

Messaging & Channels

Build the messaging hierarchy in your buyers’ language. Map it to the right channels. Draft the sales enablement pack your team can use directly.

→

WEEK 4

Plan & Handover

Build the 30-day GTM plan. Run a readout with your founding team. Hand over everything formatted for the people who will use it.

Day 30: your team is running a GTM motion built around what actually closes deals.

FIT CHECK

This engagement works when there’s a real GTM problem to solve, not a vague growth aspiration.

GOOD FIT

Post-PMF B2B SaaS teams with customers, inconsistent win rates, or a new segment to enter

Have customers · sales motion exists · something specific is stalling

The situation

You have a product that solves a real problem and customers who prove it. But growth is inconsistent: some deals close easily, others stall for reasons that aren’t clear. Or you’re entering a new segment and want to build the motion before spending a quarter finding out the hard way what doesn’t work. Or your positioning was written two years ago and the competitive landscape has moved.

What you leave with

An ICP definition built from real deal data, not demographic assumptions
A messaging hierarchy your sales team can actually use on calls
A 30-day plan so the strategy doesn’t sit in a folder

The GTM motion reflects who actually buys — so the next 20 deals look more like your best 5.

NOT A FIT

Pre-product teams, or companies where the product itself hasn’t found traction yet

Wrong stage or wrong problem

When this engagement doesn’t apply

GTM strategy is built from evidence: what closed, what didn’t, who stayed, what objections recur. If you don’t have customers yet, there’s no deal data to pull from — and a GTM strategy built on assumptions is just a plan that will need rewriting once you have real buyers. Similarly, if sales is inconsistent because the product itself is still changing shape, fixing the message won’t fix the motion.

Better starting points

Customer discovery calls before formalising any ICP
A positioning hypothesis built from a handful of early interviews
Activation or retention work if users arrive but don’t stay

Jake McMahon — ProductQuant

Jake McMahon

8+ years B2B SaaS · Behavioural Psychology + Big Data (Masters)

I run this engagement myself. The buyer research, the deal analysis, the messaging work, the 30-day plan — all of it. GTM strategy fails when it’s built by someone who hasn’t read your sales calls, hasn’t talked to your customers, and doesn’t understand the specific gap between where your motion is today and what it needs to do next quarter.

Everything is formatted for the person who needs to use it. The messaging hierarchy goes to your marketing lead. The ICP definition goes to your sales team. The 30-day plan goes to whoever is running the GTM motion. You don’t need to translate anything after the engagement ends.

I won’t do this:

Write positioning copy without reading your actual sales calls and customer interviews
Define an ICP from a whiteboard exercise when deal data is available
Deliver a strategy deck without a 30-day execution plan attached
Recommend a channel without checking whether your ICP actually uses it

What if we don’t have clean deal data?

We work with what exists. If you have call recordings, those are often the most useful source. If you have a CRM with notes and close/lost reasons, we pull patterns from that. If your data is sparse, we supplement with short buyer interviews — three conversations with recent customers often surfaces more than months of unstructured CRM notes. The ICP definition will be clearly labelled by what evidence it’s built from, so you know how much weight to put on each part.

Teams Jake has worked with

PRICING

Fixed scope. Everything your team needs to act.

$5,000 – $25,000

fixed scope · based on company stage and engagement depth

Most founders start with a 2-week positioning sprint

ICP definition built from real deal and customer evidence
Win/loss analysis from sales call recordings and CRM data
Messaging hierarchy written in your buyers’ language
Channel strategy matched to your ICP’s actual behaviour
Sales enablement pack formatted for your sales team to use directly
30-day GTM plan with sequenced priorities and owners
Readout session with your founding team included
Everything stays with your team permanently

Scope and price agreed before the engagement starts. No surprises on either side.

Book a 30-minute call →

If the messaging hierarchy doesn't reflect your best customers' language when tested in the first 90 days, we keep refining it at no additional cost. The deliverable is grounded in buyer evidence and must work for your team.

Questions.

Or book a call →

What is a GTM strategy engagement, exactly? +

A GTM strategy engagement works out who your real buyers are, why they choose you over alternatives, and how your sales and marketing motion should reflect that. The output is a set of documents your team uses directly: an ICP definition, a messaging hierarchy, a win/loss summary, channel guidance, and a 30-day plan. It is not a strategy deck that lives in Google Drive — it is material your sales team uses on calls and your marketing team uses to update the website.

How is this different from hiring a marketing agency? +

This engagement focuses on the strategy that makes execution effective: who your real buyers are, why they choose you, and what message resonates. Positioning, ICP sharpness, and messaging hierarchy come first. Once those are right, your campaigns and sales efforts become far more efficient — because the message reaches the right buyer with the right claim.

Do we need PMF before this makes sense? +

Yes. GTM strategy is most useful when you have customers, a product that solves a real problem, and growth that is inconsistent or stalled. Pre-PMF teams benefit more from customer discovery work than GTM design — because GTM strategy is built from evidence, and the evidence comes from real buyers who have already converted. If you are still finding the right problem to solve, start with customer discovery.

What does the win/loss analysis involve? +

Win/loss pulls patterns from deals you closed and deals you lost. The main sources are call recordings, CRM notes, and close/lost reasons. If those are thin, short buyer interviews fill the gap. The analysis identifies which buyer types close reliably, what objections recur in losses, and where the current messaging fails to match what actually converts. The output is a short report your sales team reads in 20 minutes and uses on the next call.

How long does the engagement take? +

A positioning sprint runs 2–3 weeks. A full GTM engagement covering ICP, messaging, channel strategy, sales enablement, and the 30-day plan runs 4 weeks. The exact scope and timeline are agreed before the engagement starts. If you have a specific deadline — a product launch, a sales cycle, a board meeting — that anchors the schedule.

What do we own at the end? +

Everything. The ICP definition, the win/loss summary, the messaging hierarchy, the channel guidance, the sales enablement pack, and the 30-day plan. All formatted for the person who needs to use it. There is no dependency on ProductQuant after the engagement ends — your team can run the GTM motion, update the messaging, and adapt the plan without needing to come back for permission or context.