B2B discipline 03 of 06
GTM & Market Expansion
Grow into the right markets, in the right order.
Expansion isn’t about going wider. It’s about finding the segment where your offer has the strongest economics and the highest right to win, then building a repeatable route into it.
Sound familiar?
Signs you’re growing in the wrong places.
- You sell to everyone, so you stand out to no one.
- A new market or product is on the table, but the case is thin.
- Partners are signed, but nothing is sold.
- Growth has stalled in your core market.
What we do
Three areas. One commercial goal.
The goalGrow into the markets you’re most likely to win, in the order that pays back soonest.
ICP & market focus
Use your own customer and deal data to find the segments you win most often and keep longest.
What you’re left with- Segment analysis
- Ideal customer profile
- Market sizing
Routes to market
Choose the mix of direct, partner and digital routes that fits your deal size and your buyer.
What you’re left with- Route-to-market model
- Partner model
- Sales coverage plan
Launch & partnerships
Plan and run the launch, and build partnerships that create pipeline rather than press releases.
What you’re left with- Launch in motion
- Partner programme
- Early-signal dashboard
The question we’d answer first
Data on its own can mislead. Context shows what to do.
One question we’d bring to GTM & Market Expansion straight away, answered twice: with one system’s data, then with the rest of the business joined in. Figures are illustrative.
03 · GTM & Market Expansion
Which market should we enter next?
Open pipeline by segment, today
Looks likeDouble down on manufacturing.
Right to win against customer value, last 2 years; size is reachable market, numbers are our ranking
ActuallyYour biggest pipeline isn’t your best market. Healthcare ranks first.
Run a 90-day healthcare entry sprint: one profile, named accounts. Scale on signed demand.
How it works
We don’t hand you a strategy. We get in and do the work.
Diagnose
Find where you win most often and keep customers longest.
Prioritise
Rank markets by size, fit and how hard they are to reach.
Do the work
Build the route in and run the launch with your team.
Embed
Set early signals, and scale or stop on the evidence.
What changes
- A ranked list of where to play, and where not to.
- Launches with owners, targets and early signals.
- Partnerships measured in pipeline.
Start with a conversation
Find the constraint. Build the plan. Do the work.
Whether it’s GTM & Market Expansion or somewhere else in the system, finding the real constraint is the first thing we do.