Marketing strategy services are the professional work of deciding who a company should sell to, what that company stands for in the minds of those buyers, and how the revenue-generating functions are organized to reach them. The category covers market…
Typically a company will hire a strategic marketing consultant to produce a decision the company has not been able to make internally. In B2B, that decision usually falls into one of four areas: which segments to serve, which products and…
What Is a GTM Advisor? A GTM advisor is a senior operator who works the boundary between Marketing, Sales, Product, and Customer Success rather than inside any one of them. The role exists to force agreement on the questions each…
Private equity marketing gets measured against a value creation plan someone committed to financially. That structure funds what converts this quarter and defers what determines the exit. The cost lands in year three, on a line no board pack carries.
Key takeaways What Is an Ideal Customer Profile (ICP)? An Ideal Customer Profile is a detailed, multi-faceted description of the type of customer that is most likely to get results from your product and give you the best return on…
As 2025 draws to a close, one hard truth has become impossible to ignore across private equity: revenue is no longer predictable just because the product is good or the market is attractive. The companies that hit their targets this…
Over the past two weeks, I embarked on a whirlwind tour of three premier events across Silicon Valley and Las Vegas, gathering actionable insights from hundreds of top marketing and finance leaders. From dialogues at the GTM Leaders Society CMO/CFO…
In a PE-backed company, the ICP is the bridge between the investment thesis and what GTM can actually deliver. Get it wrong, and you cap retention and shrink the exit multiple.
Key Takeaways When private equity and venture portfolio companies require significant assistance building their marketing organization and infrastructure, where do they start? Do they have the time and resources to hire a full-time Chief Marketing Officer (CMO)? What about losing…
GTM Operating System principles have guided my work for years. For decades, I’ve been in the corporate trenches with CMOs, boards, and executive teams. I’m Alan Gonsenhauser, CEO of DemandRevenue, LLC. I’m a 12x CMO and 3-times P&L General Manager…