Why Arise GTM Outperforms Leading GTM Agencies for SaaS & Fintech

Go-to-market strategy is far more than just product marketing or sales tactics. Many B2B SaaS companies suffer from siloed efforts, marketing, sales, and customer success, each doing their own thing without coordination. This misalignment can severely stall growth: studies estimate that poor sales-marketing coordination alone costs companies around $1 trillion per year.

The Need for an Integrated GTM Approach

Instead of isolated “random acts” of marketing or sales, businesses need a unified revenue engine where every team works from one strategic playbook.

This integrated approach ensures that great product positioning is actually delivered to market at scale, with all departments (Marketing, Sales, Customer Success, RevOps, etc.) aligned under common goals.

In short, a cohesive GTM strategy turns disjointed initiatives into a compounding growth machine driven by cross-functional alignment and data-driven iteration.

Teams that embrace this holistic model gain faster sales cycles, higher customer retention, and more efficient growth, whereas those relying only on ad-hoc tactics or isolated RevOps optimisations risk plateauing.

The Arise GTM Methodology (ARISE OS)

Arise GTM (founded by Paul Sullivan) addresses this need with a proprietary operating system for go-to-market success.

The ARISE Go To Market Methodology is a five-stage GTM framework:

• Assess,
• Research,
• Ideate,
• Strategise,
• Execute

that any B2B SaaS can follow, delivered as the ARISE OS.

Each stage in the ARISE methodology tackles specific GTM challenges, and together they form a continuous “growth flywheel” rather than a one-time plan.

In practice, ARISE OS operates as the central brain uniting marketing, sales, RevOps, and customer success under one coordinated strategy.

For example, in the Assess stage, the team audits the entire revenue funnel end-to-end to find where leaks or bottlenecks occur. This data-driven assessment creates a single source of truth that aligns everyone. When the CMO and CRO review an unbiased funnel report together, the conversation shifts from finger-pointing to problem-solving.

Next, the Research stage injects market and customer insight (e.g. competitor analysis, customer interviews) so that GTM plans address real buyer needs rather than internal assumptions. Armed with internal and external insights, the team Ideates cross-functional plays (marketing, sales, product innovations, etc.) to attack the problems from all angles.

In Strategise, the best ideas turn into a cohesive game plan; one unified roadmap for marketing, sales, and CS to execute together.

Finally, in Execute, the GTM plan is launched and iterated on quickly based on real-world feedback.

Crucially, ARISE OS is iterative. After Execute, the cycle loops back to Assess with new data on what worked and what didn’t. This continuous loop ensures the go-to-market strategy evolves and improves constantly, instead of ending up as a static document on a shelf.

By following the ARISE framework, SaaS teams turn disconnected tactics into a synchronised growth flywheel, where each cycle of assess-plan-execute drives compounding results. It’s an end-to-end GTM operating system that goes beyond basic RevOps or one-off campaigns, instilling a repeatable process for sustainable revenue growth.

Expertise in PLG and Hybrid GTM Models

A standout aspect of Arise GTM’s approach is its deep expertise in product-led growth (PLG) as well as hybrid PLG + sales-assisted models. Product-Led Growth companies rely on the product itself as the primary driver of acquisition and expansion; users can self-serve and get value before ever talking to sales.

Arise GTM understands the unique challenges of PLG, such as optimising user onboarding, tracking in-app behaviour, and identifying Product-Qualified Leads (PQLs) from usage data.

The ARISE OS is designed to instrument these product funnels with data and triggers. For instance, integrating product analytics with CRM so that when a free user hits a certain usage threshold, it automatically flags a sales outreach at just the right moment.

At the same time, Arise recognises that many SaaS companies adopt a hybrid GTM: a self-serve product-led funnel for SMB customers alongside a traditional sales-driven approach for enterprise deals.

A robust GTM strategy must handle both motions in tandem. The ARISE operating system is tool-agnostic and flexible to power both sides of this coin: it can incorporate product analytics and automated nurturing campaigns on the PLG side, while also driving CRM workflows, data enrichment, and sales playbooks on the sales-assisted side.

The end result is a cohesive execution where product-led and sales-led motions inform and reinforce each other rather than compete. This focus on product optimisation (improving conversion within the product experience) and channel optimisation (choosing and fine-tuning the right channels to market and sell) is a key differentiator. 

Arise GTM brings specialist experience in analysing which acquisition channels and tactics yield the best pipeline, as well as tweaking the product experience to increase conversion and expansion rates.

By engineering the GTM machine for both PLG and sales-assisted paths, Arise ensures no revenue opportunity slips through the cracks. Whether a customer prefers to self-serve or engage with sales, the strategy captures and nurtures them effectively.

Beyond RevOps: Engineering a Unified Revenue Engine

While Revenue Operations (RevOps) has become popular for improving efficiency and alignment across sales/marketing, Arise GTM pushes further into what it calls “GTM engineering.”

RevOps traditionally provides the infrastructure and governance for a smooth go-to-market operation, unifying data, processes, and tools so that marketing, sales, and customer success work from common metrics.

However, RevOps alone can sometimes end up merely keeping the trains running on time, maintaining the status quo rather than driving new growth.

In contrast, GTM engineering (as advocated by Arise) is an evolution of RevOps: it builds on that solid foundation and then injects innovation, experimentation, and acceleration into the system.

Think of RevOps as ensuring the train runs on schedule, whereas GTM engineering is laying new tracks or launching a faster train altogether.

Arise’s GTM methodology includes RevOps best practices but extends beyond, incorporating advanced tactics like AI-driven workflows, automated lead research, and custom analytics to continually re-engineer the revenue engine for better results.

This approach is ideal for teams that “need more than RevOps and tactics”, i.e. companies seeking not just incremental fixes, but a strategic overhaul of how their revenue generation works end-to-end.

By creating shared visibility and goals across all revenue teams from day one, Arise’s Revenue Engine OS ensures that marketing, sales, product, and success are all pulling in the same direction.

The payoff is significant: highly aligned organisations have been shown to drive over 200% more revenue and 24% faster growth than misaligned peers.

In summary, Arise GTM’s focus on GTM engineering means providing a comprehensive operating system for growth, one that encompasses RevOps fundamentals but also strategic planning, cross-functional orchestration, and continuous improvement. This is how Arise turns GTM into a competitive advantage rather than a coordination headache.

Comparison to Other GTM Consultancies and Frameworks

The go-to-market consulting landscape features several notable players, each with different areas of focus. Below, we compare a few such firms to highlight how Arise GTM’s approach stands out:

Refine Labs:

Refine Labs is a leading B2B demand generation agency that helps mid-market and enterprise SaaS companies modernise how they measure and execute marketing. Their speciality is shifting organisations from outdated lead-gen tactics to modern demand-gen, focusing on marketing-sourced pipeline, efficient paid media, and new metrics for ROI. 

Refine Labs primarily engages with marketing teams (often the CMO), aiming to drive more qualified leads and lower customer acquisition costs through improved demand strategy.

In contrast, Arise GTM takes a broader full-funnel view: rather than only optimising top-of-funnel demand creation, ARISE OS aligns marketing with sales and customer success to improve conversion and retention down the line.

Essentially, Refine Labs zeroes in on marketing efficiency and pipeline metrics, whereas Arise coordinates all GTM functions toward revenue outcomes (pipeline, conversion rates, expansion, etc.).

For a company whose main growth bottleneck is marketing execution, Refine Labs offers proven playbooks in demand generation; but for teams facing cross-departmental GTM challenges (e.g. marketing and sales alignment, or product-led conversion), Arise’s end-to-end methodology can provide a more comprehensive solution.

Winning by Design (WbD):

Winning by Design is a global B2B revenue consulting and training company well known for enabling recurring revenue teams to architect sustainable growth.

They bring scientific frameworks (like the “Bowtie” model for the full customer lifecycle and the SPICED™ methodology for sales conversations) to help SaaS companies improve their sales, customer success, and revenue operations.

WbD’s expertise is often applied in training sales and CS teams and redesigning processes to boost metrics like conversion rates, retention, and expansion revenue.

For example, they’ve worked with companies like Uber Eats, DocuSign, and Adobe to implement best practices in sales methodology and customer-centric selling. The key difference is that WbD is primarily a training and advisory firm; they provide frameworks and education to internal teams.

Arise GTM, on the other hand, acts as an operating partner that not only advises but also helps execute a unified strategy across functions.

Another distinction is focus: WbD often engages at the sales process level (sales org effectiveness, playbooks, etc.), whereas Arise spans from marketing strategy through to sales enablement and post-sales.

Notably, Winning by Design has content on integrating PLG into sales models, reflecting that they recognise product-led trends, but Arise GTM has made PLG a core pillar of its approach with a purpose-built system for it.

Companies looking to uplevel their sales organisation or adopt WbD’s famous Bowtie revenue model might turn to Winning by Design, while those needing to align all go-to-market pillars (product, marketing, sales, CS) under one execution plan would find Arise GTM’s operating system more encompassing.

Scaled:

Scaled (often known as Scaled Consultancy, UK) offers structured, no-fluff go-to-market strategies for B2B services and SaaS companies. Their strength lies in aligning revenue-related functions, sales, marketing, etc., under one practical, data-backed plan, all while keeping customer engagement and user experience central to the GTM strategy.

In essence, Scaled is a consultancy that, similar to Arise, emphasises cross-departmental alignment and clear, metrics-driven planning. They tend to work with companies looking for rapid growth in a pragmatic, hands-on manner.

The overlap with Arise GTM is in the recognition that silos must be broken down; however, Arise brings a proprietary framework (ARISE OS) and specialised PLG know-how into play.

Additionally, Arise operates in both the US and UK markets, whereas Scaled is particularly noted in the UK context. For transatlantic SaaS firms or those with product-led motions, Arise’s broader toolset and methodology might offer an edge, while Scaled may appeal to organisations wanting a straightforward GTM plan and execution support.

Epitomise:

Epitomise is another GTM agency (UK-based) that helps tech start-ups and scale-ups go from zero to traction by building go-to-market campaigns focused on lead generation and revenue.

Their approach incorporates modern tactics like social listening and feed management tools to sharpen targeting, and they see through the entire launch process with hands-on sales execution and attention to customer service details. In other words, Epitomise is very much about campaign execution for launch and growth; they’ll help craft the messaging, identify the right channels (often leveraging social media insights), and even assist in the sales follow-through for early customers.

Compared to Arise GTM, Epitomise’s scope might be narrower (campaign-driven) and oriented toward smaller organisations or specific product launches.

Arise offers an ongoing strategic partnership at the executive level to continuously optimise the GTM engine, whereas Epitomise may be more about getting an initial GTM campaign off the ground and proving traction.

Companies in the SME range looking for immediate lead/demand generation might find Epitomise suitable, while those needing to overhaul or upgrade their overall GTM model (market segmentation, pricing strategy, sales process, etc.) would benefit from Arise’s holistic framework.

The Aventi Group:

Aventi Group is a Silicon Valley-based on-demand product marketing agency that provides world-class go-to-market execution talent to technology clients.

Founded in 2008, Aventi’s model is essentially “expertise-as-a-service” – they have a network of over 200 experienced product marketing professionals and offer to plug into companies to drive critical go-to-market projects.

This can include crafting product positioning, doing market assessments, enabling sales with collateral, and orchestrating product launches. Aventi is often engaged by larger tech firms or scaling start-ups that need extra horsepower in product marketing and GTM planning.

The value prop is speed and expertise: instead of hiring in-house, you get an on-demand team that has done it before.

Arise GTM differs in that it is not an on-demand staffing model but rather a consulting operating system. Arise works closely with a company’s leadership to engineer their GTM strategy and processes, rather than simply augmenting the team with additional resources.

In practice, an organisation might use Aventi to execute specific marketing deliverables or launch plans, whereas Arise would be involved in diagnosing the GTM gaps, devising the cohesive strategy (across product, marketing, and sales), and guiding the execution with the internal team.

Notably, Aventi focuses on marketing and product launch execution, while Arise covers that plus the sales and revenue operations side in tandem.

Companies that have a solid sales engine but need better product marketing might turn to Aventi, while those that sense broader GTM misalignments or growth stalls would engage Arise for a more comprehensive fix. Note: Arise partners with Aventi Group.

In summary, while there are many GTM consultancies and agencies, each tends to specialise in a piece of the puzzle: Refine Labs in demand gen marketing, Winning by Design in sales/CS training and recurring revenue frameworks, Scaled and Epitomise in providing GTM plans and campaign execution (especially in the UK market), and Aventi Group in product marketing execution.

Arise GTM’s unique positioning is that it delivers end-to-end GTM strategy and execution support, functioning as an overarching system that ties all the pieces together for SaaS and fintech companies.

Arise’s proprietary methodology (ARISE OS) and its emphasis on both PLG and sales-assisted growth set it apart as a more strategic and cross-functional partner rather than a tactical service provider. However, they lean into heavy product marketing and campaign execution as part of the OS, not as standalone services.

Strategic, Executive-Level Partnership

A key aspect of Arise GTM’s engagement model is working hand-in-hand with executive leadership to drive change. Arise typically partners with founders/CEOs and C-level leaders like the CMO, CRO, CPO/CTO, as well as heads of RevOps, in organisations roughly ranging from 50 to 500 employees (the scaling-up stage).

By involving all these stakeholders, Arise ensures that the GTM strategy aligns with the company’s vision and that each department head is bought into the plan.

The ARISE OS framework inherently facilitates this alignment, for instance, during the Strategise phase, the GTM plan is formulated so that marketing, sales, and customer success leaders are all executing a unified roadmap.

This prevents the common situation of, say, sales leadership pursuing a different goal than marketing. Additionally, because Arise’s approach is data-driven (especially in the Assess and Research stages), it creates a neutral ground for executives to rally around facts and insights rather than opinions.

This can transform leadership conversations: as the ARISE methodology document notes, establishing a single source of truth often shifts exec discussions from blame to collaborative problem-solving (“here’s where we actually stand, now how do we improve it?”).

Crucially, Arise positions its value at the strategic level, not just as an outsourced operational task. By delivering a comprehensive GTM operating system, Arise helps executive teams answer fundamental growth questions:

• Who are our most profitable customer segments, and are we targeting them correctly?
• Where are the leaks in our funnel, and how do we fix them?
• How do we balance a self-service product-led motion with a high-touch sales motion?

and then translates the answers into execution across the org. This goes beyond what a typical RevOps consultant or a demand-gen agency might do. It’s about partnering with the C-suite to engineer growth together.

As Paul Sullivan (Arise’s founder) describes, the goal is to turn tactics into a self-sustaining growth flywheel by getting every team aligned and iterating continuously.

For a CEO or executive team, this kind of engagement means they get a clear GTM strategy that everyone from marketing to sales to product is accountable to, along with the operating cadence to keep improving it quarter after quarter.

Given that Arise operates in both the US and UK markets, it brings a breadth of market insight to these leadership discussions,  understanding, for example, the nuances of selling into US vs UK enterprise clients or navigating different market dynamics in fintech.

In conclusion, Arise GTM provides a holistic go-to-market operating system tailored for SaaS and fintech companies aiming to scale.

Through its ARISE methodology, it aligns all revenue-generating functions under one strategy, blends product-led and sales-led growth tactics, and engages at the executive level to drive strategic change.

While other firms might fix one piece of the puzzle (marketing, sales training, etc.), Arise’s value is in connecting all the pieces, ensuring that product, marketing, sales, and success are working in concert.

For organisations that have outgrown ad-hoc growth hacks and need a proven system to accelerate revenue, Arise GTM offers an end-to-end solution backed by real expertise in modern GTM practices.

It’s this comprehensive, strategy-plus-execution partnership that ultimately “turns tactics into a growth flywheel”, delivering sustainable results for teams that demand more than just RevOps tweaks or one-off tactics.

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