GO-TO-MARKET STRATEGY
A Great Product Deserves a Great Launch.
Go-to-market strategy and playbook for startups and challenger brands who can't afford to get a new product launch or market entry wrong.
IS THIS YOU
When the Launch Matters Too Much to Wing It
A weak GTM strategy doesn't just slow growth it wastes the product work that came before it.
These are the signs you need a proper GTM strategy.
These are the signs you need a proper GTM strategy.
- You're launching a new product or feature and don't have a clear plan to bring it to market
- You're entering a new market or geography and need to understand how to position and reach it
- Your last launch underperformed and you're not sure why
- Your product, marketing, and sales teams aren't aligned on messaging or priorities
- You're approaching a funding round and need to demonstrate a credible path to market
- You have a launch date but no structured plan behind it
- You need one person to own the GTM thinking end to end rather than it being assembled by committee
WHAT YOU GET
Strategy, Playbook, and Workshop.
Built Around Your Specific Launch.
A go-to-market engagement is a focused, senior-led project that produces a written GTM strategy and playbook, alongside a workshop session that aligns your leadership, product, marketing, and sales teams around a shared plan.
Every engagement is scoped around your specific situation whether that's a new product launch or a market expansion. There are no off the shelf frameworks applied generically while the output is built to be used by your team, on your timeline, for your launch.
Every engagement is scoped around your specific situation whether that's a new product launch or a market expansion. There are no off the shelf frameworks applied generically while the output is built to be used by your team, on your timeline, for your launch.
GTM
Strategy
Strategy
A comprehensive written strategy covering positioning, audience, competitive landscape, channel approach, messaging framework, and budget considerations built around your specific launch or market entry.
Launch
Playbook
Playbook
A structured, actionable playbook that translates the strategy into a sequenced execution plan with clear owners, timelines, and milestones your team can work from immediately.
Messaging
Framework
Framework
Core messaging by audience segment including value propositions, key proof points, objection handling, and the language your marketing, sales, and CS teams use consistently across every touchpoint.
GTM Alignment
Workshop
Workshop
A half day working session with your leadership, product, marketing, and sales teams to present the strategy, stress test it together, assign ownership, and commit to a shared plan of action.
Success Metrics
Framework
Framework
The KPIs, leading indicators, and tracking approach that tell you whether the launch is working and the early signals to watch in the first 30, 60, 90 days and beyond
TWO USE CASES ONE ENGAGEMENT MODEL
Product Launch & Market Expansion Fully Covered
The GTM engagement is shaped around your specific situation. Both use cases follow the same structured approach and deliver the same core outputs with the focus and emphasis shifting to match what you actually need.
USE CASE 1
New Product or Feature Launch
For businesses bringing something new to market and needing a structured plan to launch it effectively.
- Product positioning & launch messaging
- Target audience definition & segmentation
- Competitive landscape & differentiation
- Channel strategy & launch sequence
- Pricing & packaging narrative
- Sales & CS enablement alignment
- Launch timeline & execution playbook
- Success metrics & tracking framework
USE CASE 2
New Market or Geography Entry
For businesses expanding into a new market and needing a clear, evidence based strategy to enter it successfully.
- Market sizing & opportunity assessment
- Local audience & ICP definition
- Competitive & regulatory landscape review
- Positioning adaptation for new market
- Channel strategy for market entry
- Partnership & distribution considerations
- Budget & resource requirements
- Entry sequencing & 90-day plan
WHAT IS A MARKETING AUDIT?
Not a Report.
A Roadmap.
A marketing audit is a structured, senior-led review of your marketing function covering brand, messaging, and positioning, or performance channels and acquisition, or both together for a complete picture.
The goal isn't to document what exists. It's to identify what's holding you back and give you a clear, prioritised path forward. Unlike a generic agency audit designed to upsell you into a retainer, this is an independent assessment with no agenda other than your growth.
The goal isn't to document what exists. It's to identify what's holding you back and give you a clear, prioritised path forward. Unlike a generic agency audit designed to upsell you into a retainer, this is an independent assessment with no agenda other than your growth.
HOW IT WORKS
A Structured Project Built Around Your Launch Timeline
Most GTM engagements complete in three to five weeks. If you have a hard launch date, we'll work backwards from it to agree a realistic schedule at the outset.
01
Discovery & Context
A deep dive into your product, market, existing research, competitive landscape, and the teams involved in the launch. This typically includes working sessions with product, marketing, and sales leadership.
02
Strategy & Positioning
Market analysis, audience definition, positioning, and channel strategy synthesised into a draft GTM framework. Shared for your review and input before the full document is written.
03
Playbook & Messaging
The full written GTM strategy, launch playbook, and messaging framework produced structured so every team has what they need to execute their part of the plan.
04
GTM Alignment Workshop
A half day session with your cross-functional team to present the strategy, stress test assumptions, assign ownership across teams, and commit to a shared execution plan.
HOW IT FITS WITH OTHER SERVICES
Standalone or Part Of A Wider Engagement
The GTM engagement works as a standalone project for businesses with a specific launch or market entry in mind.
It also connects naturally with the marketing strategy and fractional CMO services for businesses that need ongoing leadership beyond the launch itself.
It also connects naturally with the marketing strategy and fractional CMO services for businesses that need ongoing leadership beyond the launch itself.
Standalone
GTM
GTM
You have a capable team and a clear launch ahead. The playbook gives them everything they need to execute it well.
Strategy
Then GTM
Then GTM
Build the broader marketing strategy first, then go deeper on the specific launch or market entry with a dedicated GTM engagement.
GTM into
Fractional CMO
Fractional CMO
Use the GTM engagement to launch, then bring in fractional CMO leadership to own the marketing function as you scale.
PROOF
GTM Thinking That Has Driven Real Outcomes
A selection of launches and market entries from the portfolio and what a well executed GTM strategy unlocked.
IPO
GTM strategy supporting an ASX listing helping establish the 5th largest Australian telco
4x
Acquisitions supported through GTM strategies that built market position and commercial credibility
357%
Revenue pipeline growth following a repositioned GTM strategy for a B2B SaaS product launch
"Tait would run circles around marketing teams I’ve seen in major global startups.
He knows exactly what he’s doing when it comes to brand, marketing, product and growth. If you want results, you listen to him."
Founder and CEO
InsurTech
ABOUT
15+ Years Building Growth Engines.
Now I Bring That To You.
I'm Tait Lawson a fractional CMO and growth strategist with over 15 years building marketing and growth functions for startups and challenger brands across the UK, US, EU and Australia.
I've taken a company through IPO, supported four acquisitions, and helped businesses at every stage from seed to Series C build the marketing and growth engine that got them there. I work with an exclusive small number of clients at any one time to ensure I'm genuinely embedded.
I've taken a company through IPO, supported four acquisitions, and helped businesses at every stage from seed to Series C build the marketing and growth engine that got them there. I work with an exclusive small number of clients at any one time to ensure I'm genuinely embedded.
FAQS
Common Questions
How long does the GTM strategy engagement take?
We already have some GTM thinking internally. Can you build on it?
Who needs to be involved from our side?
Can you help with execution after the playbook is delivered?
We're not sure if we need a GTM engagement or a broader marketing strategy.
GET STARTED
Ready to Give Your Launch The Strategy It Deserves?
Two ways to get started pick whichever feels right for where you are.
GET STARTED NOW
Complete a short questionnaire
Complete a short questionnaire about your launch, timeline and current situation. We'll review it and follow up to scope the engagement.
Takes about 10 minutes. We'll be in touch within 24 hours.
BOOK A DISCOVERY CALL
Prefer to talk it through first?
Have a launch coming up and want to talk it through first? Book a free 30 minute call to discuss your situation and whether this engagement is the right fit.
Free, no obligation. I respond to all enquiries within 24 hours.