Before you dive into this article, I want to preface it with some facts. I've been helping tech companies build GTM strategies for nearly 15 years. I'm also published on the same subject mentioned later in this article and teach at several accelerators.
Historically, I've primarily worked with B2B SaaS and Fintech firms (and a few consultancy businesses). Under the SaaS umbrella, it's been proptech, cyber, martech, edtech, and more, so I have had broad exposure. I say this to give credibility to this article and help you understand why you should give it your time.
During that time, I learned that a solid go-to-market (GTM) strategy is essential for sustainable growth and competitive advantage.
As we move through 2025, B2B organisations face unprecedented customer acquisition, retention, and revenue optimisation challenges. This comprehensive guide explores how strategic GTM consulting can transform your market entry and expansion approach, creating aligned revenue engines that drive predictable growth.
The go-to-market landscape has undergone several transformations in recent years, with many key trends reshaping how B2B organisations approach their GTM strategies. Understanding these shifts could be vital to survival for businesses looking to stay competitive in an increasingly complex marketplace.
For years, marketing teams' primary focus was generating leads. However, a significant shift is happening and lead generation is no longer the ultimate measure of success.
In 2025, B2B companies focus on driving qualified conversations that directly impact revenue. This transition requires a fundamental rethinking of measuring success and how teams collaborate.
"The conversation has shifted from 'How many leads did we get?' to 'How many meaningful sales conversations did we have?'" explains Paul Sullivan, founder and chief GTM strategist at Arise GTM and author of "Go-To-Market Uncovered."
This perspective aligns with the growing recognition that alignment between sales and marketing is foundational for effective GTM execution.
Personalisation has long been a component of effective B2B strategies, but in 2025, there will be an intensified focus on hyper-personalisation. B2B buyers are no longer satisfied with generic marketing messages; they demand experiences tailored to their specific needs and challenges.
Today, with sophisticated AI tools, B2B organisations can analyse data at deeper levels, enabling them to provide highly personalised and unique experiences.
According to a recent McKinsey report, only 8% of B2B firms are currently set up to deliver highly personalised marketing, creating a significant competitive advantage for those who master this approach.
One of the most recognised shifts in GTM strategy is the growing emphasis on cross-functional alignment. The days of siloed departments working independently toward separate goals are rapidly disappearing. Instead, successful organisations foster collaboration between marketing, sales, product, and customer success teams.
"Unlike many other practitioners who jump straight to RevOps or who have subset specialisms like pricing or positioning, we focus on building a GTM flywheel where your business strategy plays a crucial role in shaping goals and objectives," notes Sullivan.
This approach ensures that all departments are aligned toward common objectives, creating a cohesive customer experience throughout the buyer's journey.
Despite understanding the importance of an effective GTM strategy, many organisations struggle to develop and implement one that delivers consistent results. Here's why partnering with a GTM strategy consulting firm is becoming highly essential for B2B businesses.
The B2B landscape is no longer straightforward. Multiple decision-makers, lengthy sales cycles, and changing buyer behaviours have created a complex environment that requires specialised expertise to navigate effectively.
According to recent research, 86% of startup founders have seen positive outcomes by incorporating AI into their GTM strategies, demonstrating the need for advanced approaches.
A GTM strategy consulting partner brings the expertise needed to cut through this complexity, identifying the most effective pathways to market based on data-driven insights rather than assumptions or outdated playbooks.
B2B organisations typically face several critical challenges when bringing products or services to market:
Stalled GTM flywheel: Lack of a cohesive and efficient strategy that hinders customer retention and scalable growth
Poor market positioning: Entering markets without validated in-depth product discovery and market research
Incoherent branding and messaging: Failing to communicate a clear value proposition aligned to customer pain points
Overcomplicating the buyer journey: Creating difficult navigation and prolonged sales cycles
Inefficient use of metrics: Lack of data-driven methodologies to optimise marketing efforts
Professional GTM consultants specialise in addressing these challenges through structured frameworks and methodologies that have been tested and refined across multiple companies and industries.
The potential return on investment from effective GTM consulting extends beyond immediate revenue growth. Organisations that implement strategic GTM approaches typically experience:
Reduced customer acquisition costs through more targeted approaches
Improved customer retention and lifetime value
Accelerated deal velocity and shorter sales cycles
Enhanced cross-functional alignment and operational efficiency
Data-driven decision making that optimises resource allocation
These benefits compound over time, creating sustainable competitive advantages that are difficult for competitors to replicate.
At the core of effective GTM consulting is a structured methodology that provides clarity and direction. The ARISE GTM Methodology®, developed by Paul Sullivan at Arise GTM, offers a comprehensive framework for developing and implementing successful go-to-market strategies.
The ARISE GTM Methodology follows a strategic five-stage process that guides organisations from initial assessment to executable strategy:
The initial stage involves a deep dive into understanding the current market position and internal capabilities. It sets the stage by highlighting the strengths, weaknesses, opportunities, and threats (SWOT) that the company faces. This comprehensive assessment provides the foundation for all subsequent strategic decisions.
During the early years of our agency's strategic process, we relied solely on understanding the goals and objectives of the customer-facing functions—sales, marketing, and the founding teams. We were often off-target because the business strategy wasn't shared, just the business unit strategy. These days, we insist on a comprehensive approach, including a review of the business plans.
In this stage, detailed market research is conducted to gather insights about the competitive landscape, customer preferences, and emerging trends. This ensures that the strategy is built on a solid foundation of market intelligence.
"Research is not just about gathering data – it's about gaining those critical insights that will shape your entire GTM approach," explains Sullivan. "It's your market crystal ball, competitive edge sharpener, risk radar, customer whisperer, and strategy aligner."
The ideation phase focuses on generating creative solutions and potential innovations. This stage concentrates on developing a wide range of ideas that can address the needs and pain points of the target market identified in the research phase.
Through collaborative workshops and structured brainstorming sessions, teams explore possibilities without constraints, fostering innovation and original thinking that can differentiate the organisation in the marketplace.
With insights from the previous stages, the strategise phase involves setting clear goals and objectives aligned with the overall business strategy. This is where the rubber meets the road, transforming ideas into actionable plans with defined metrics and timelines.
"As part of the Strategise stage of the process, it's essential to set effective goals and objectives that align with your overarching business strategy, ensuring sustainable growth and competitive advantage," Sullivan notes.
The final stage focuses on implementation, turning strategy into action through coordinated efforts across departments. This stage involves regular monitoring and optimisation to ensure the strategy delivers the expected results.
"Remember, it's not just about having data - it's about activating it," emphasises Sullivan. The ARISE model covers 151 KPIs across marketing, sales, customer success, people, and finance, providing comprehensive visibility into performance.
A distinguishing feature of the ARISE GTM Methodology is its integration with modern technology platforms, particularly HubSpot and artificial intelligence. This technology-enabled approach provides several advantages:
Delivery of operational CRM within 72 hours before customisation for unique business requirements
Immediate access to 151 reported KPIs across marketing, sales, customer success, people, and finance
AI-powered solutions to streamline product development and go-to-market strategies
Data-driven insights that optimise resource allocation and decision-making
As Sullivan explains, "For B2B SaaS and technology firms, artificial intelligence (AI) and platforms like HubSpot have emerged as transformative forces in modern Go-to-Market (GTM) strategy... AI isn't just a faddish trend; it's a GTM game changer."
While every firm's GTM strategy will be unique, specific components are essential for success in the B2B space. Understanding these elements helps companies build comprehensive strategies that address all aspects of the market entry and expansion process.
Effective GTM strategies begin with thorough market research and strategic customer segmentation. This involves:
Harnessing in-depth market research and strategic insights on customer needs
Refining and ensuring the best positioning and product-market fit
Identifying and targeting distinct customer segments using detailed buyer personas
Tailoring marketing and sales strategies effectively to these segments
Without this foundation, firms risk misaligning their offerings with market demands or targeting audiences that aren't likely to convert.
Once target segments are identified, developing compelling messaging that resonates with these audiences becomes critical. This includes:
Creating a persuasive messaging framework that resonates with the target audience
Developing a content strategy that enhances campaigns and customer experiences
Articulating a clear, cohesive brand story and value proposition aligned to target customer pain points
Ensuring consistency across all distribution channels and customer touchpoints
"Businesses must use a compelling messaging framework and content strategy that resonates with their target audience to enhance campaigns and customer experiences across distribution channels," notes Sullivan.
Even the best products and services can falter without effective sales processes and channel strategies. Key considerations include:
Equipping sales teams with the tools, content, and training needed to sell more effectively
Ensuring alignment between sales activities and the overall GTM strategy
Developing efficient sales processes that shorten cycles and improve conversion rates
Selecting and optimising the most effective channels for reaching target customers
In 2025, this often involves leveraging digital channels alongside traditional approaches, creating a multichannel strategy that meets customers where they are.
Measuring performance and continuously optimising based on data is essential for GTM success. This requires:
Implementing comprehensive performance metrics and KPI benchmarks
Ensuring GTM strategy and marketing efforts are optimized for customer acquisition, retention, and profitability
Creating dashboards and reporting systems that provide actionable insights
Fostering a data-driven culture with regular review and optimisation processes
As Sullivan emphasises, "Align your metrics with your business goals. No more tracking random numbers! Automate that data collection. Your team will thank you for ditching those spreadsheets."
Choosing the right consulting partner is crucial for GTM success. Here are key considerations for B2B firms seeking GTM strategy consulting services.
Look for consultants with:
Deep experience in your specific industry or related verticals
A structured, repeatable methodology with demonstrated success
Broad expertise across marketing, sales, product, and customer success
Published thought leadership that reflects their approach and thinking
The best consultants bring theoretical knowledge and practical experience implementing GTM strategies in real-world scenarios.
In today's digital environment, technology plays a crucial role in GTM execution. Effective consulting partners should:
Understand major marketing and sales technology platforms
Provide guidance on technology selection and integration
Offer implementation services for key systems
Demonstrate how technology can accelerate and enhance GTM initiatives
For example, Arise GTM specialises in HubSpot implementation and optimisation, delivering "operational CRM within 72 hours before additional customisation for unique business requirements."
The most effective GTM consulting partners offer end-to-end services, including:
Market entry and discovery
Customer segmentation and buyer persona development
Strategic messaging and value proposition framework
Customer journey mapping
Performance metrics and KPI development
Sales enablement and alignment
Digital transformation consulting
Strategic partnership and alliance building
This comprehensive approach ensures that all aspects of the GTM strategy are addressed in a coordinated manner.
Finally, look for consultants who:
Focus on measurable outcomes rather than activities
Have case studies demonstrating tangible results for clients
Tie their recommendations to specific business objectives
Provide clear implementation roadmaps with defined milestones
"At Renoir, we have over 20 years of experience in B2B Go-To-Market programs for our clients. We assist businesses in maximising their return on investment by identifying opportunities across their entire value chain and providing practical solutions," notes one consulting firm.
As we look toward the future, several emerging trends will shape GTM strategies in the coming years. Understanding these developments can help you prepare for and capitalise on evolving market dynamics.
Artificial intelligence is transforming how organisations approach GTM, enabling:
Predictive analytics for customer behaviour and market trends
Hyper-personalisation at scale across multiple touchpoints
Automated optimisation of marketing and sales activities
Enhanced decision-making through pattern recognition and data analysis
"A recent survey of 1,000+ startup founders found 86% have seen positive outcomes by incorporating AI into their GTM strategies. At the same time, HubSpot is infusing AI across its customer platform (with 100+ AI-powered features now embedded in HubSpot's Hubs), enabling companies to connect with customers more efficiently than ever," reports Arise GTM.
As businesses look to scale, strategic approaches to market expansion become increasingly important:
Clear understanding of which markets to enter next based on market research and customer data
Consideration of both geographical and vertical market expansions
Alignment of expansion plans with business capabilities and growth objectives
Systematic processes for testing and refining approaches in new markets
Effective scaling ensures that a business can handle increased demand, enter new markets, and sustain long-term growth without compromising quality. It involves strategic planning and execution to enhance capabilities, efficiency, and adaptability to market changes.
Sustainability and ethics are becoming critical components of business strategy:
Integration of sustainable practices into GTM approaches
Focus on ethical considerations in marketing and sales activities
Alignment of GTM strategies with broader corporate social responsibility initiatives
Communication of sustainability commitments as part of value propositions
Consultants are guiding companies to adopt eco-friendly practices that benefit both the environment and the bottom line. They recognise that businesses investing in sustainable approaches often see improved customer loyalty and brand perception.
Paul Sullivan's book, "Go-To-Market Uncovered: How to Successfully Launch a Product and Drive Sustainable, Long-Term Revenue Growth," offers valuable insights for B2B organisations developing their GTM strategies. Published by Wiley and set for release in April 2025, this book distills Sullivan's extensive experience into practical guidance.
At its simplest, Sullivan offers a streamlined approach to GTM:
3 questions to define your core strategy
8 pillars to build your GTM foundation
5 actions to execute effectively
This structured approach makes GTM strategy accessible and actionable for organisations of all sizes.
What distinguishes Sullivan's work is its practical orientation. The book doesn't waste time on vague theories but delivers actionable frameworks, templates, and worksheets that can be implemented immediately. It's written for doers who need real-world strategies, not just high-level concepts.
One of the biggest frustrations for business leaders is the disconnect between sales and marketing—marketing generates leads, but sales teams often fail to convert them effectively.
Sullivan tackles this head-on, offering practical strategies to ensure both functions work toward unified goals.
As the book description notes, it explores "strategies for aligning your sales and marketing goals to create a unified customer journey," highlighting this as a critical success factor for GTM effectiveness.
Too many businesses measure the wrong things. Sullivan helps firms identify and track the key performance indicators (KPIs) that drive business growth, fitting well with the principles of Objectives and Key Results (OKRs).
The ARISE model covers 151 KPIs across marketing, sales, customer success, people, and finance, providing comprehensive visibility into all aspects of GTM performance.
Today, an effective go-to-market strategy is no longer optional. It's essential for sustainable growth and competitive advantage. Throughout this guide, we've explored how professional GTM strategy consulting offers a structured approach to navigating this complexity, helping companies like yours develop and implement strategies that drive measurable results.
The ARISE GTM Methodology provides a comprehensive framework for firms seeking to optimise their approach to market. By following the five stages—Assess, Research, Ideate, Strategise, and Execute—businesses can develop GTM strategies that align with their overall business objectives and address the specific needs of their target markets.
As Paul Sullivan notes in "Go-To-Market Uncovered," successful GTM strategies require alignment across functions, focus on the right metrics, and a commitment to continuous optimisation. By partnering with experienced GTM strategy consultants, B2B organisations can accelerate their path to market success and build sustainable competitive advantages.
Whether you're launching a new product, entering new markets, or looking to optimise your existing GTM approach, strategic consulting can provide the expertise, methodology, and implementation support needed to achieve your business objectives.
This guidance has never been more valuable in a world of rapid change and increasing complexity.
For B2B firms ready to transform their go-to-market approach, the time to act is now. With the right strategy and consulting partner, you can navigate the complexities of modern markets and build a GTM engine that drives predictable, sustainable growth for years to come.
Thanks for reading and visiting Arise GTM. We can't solve all of your problems, but we can solve this one. Talk to us about your Go-to-Market strategy and see where the conversation goes.