Go-to-market strategy

Go-to-market is a sequence.
Most plans are just a list.

A list of channels is not a strategy. The question underneath it — who is this for, why do they move, and what has to be true before any of it works — is the one that decides whether the channels do anything at all.

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What we build

Three decisions, in order

Market and buyer definition

Which segment, which buyer, which moment. Narrow enough that your message can be specific and your sales team knows who to walk away from.

The offer and the proof

What you sell, how it is packaged, and the evidence a buyer needs before they will believe it. Most go-to-market problems turn out to be offer problems wearing a marketing costume.

The sequence

What you do first, second and third, and what each step has to prove before the next one is worth funding. Written so someone can run it on Monday.

Engagements start at three months. Some run well past a year — it depends on the work and the projects it turns into. Either way I am embedded with the team rather than booked into a monthly advisory slot, and we start with positioning, because everything downstream inherits it.
Who this is for

Founders with something real to sell

This works when the question is reach and repeatability, not whether the product should exist. If deals are closing but you cannot yet explain why the good ones did, that is the gap.

Related: building a category in capital markets with Exberry.

Customers, not certaintyDeals close. You cannot reliably say what the winning ones had in common.
Sales is hired, or about to beYou are adding headcount and they need a story and a map, not a target.
A market that resists new ideasRegulated, conservative or crowded — where positioning has to carry the weight.
Questions

Common questions

What does a B2B go-to-market consultant actually do?

Three things, in order: define which segment and buyer you are for, get the offer and its proof right, and set the sequence of what to do first, second and third. A channel list is not a go-to-market strategy; the decisions underneath it are.

How long does a go-to-market engagement take?

Engagements start at three months, and some run well past a year. Three months is roughly what it takes to make the decisions and prove the first step actually works.

Do you work with pre-product-market-fit startups?

Rarely, and it is usually the wrong time. This work assumes there is something real to sell and the question is reach and repeatability. If deals are closing but you cannot explain why the good ones did, that is the right moment.

Do you build the plan or run it?

Both. Yaniv works embedded with the team rather than presenting to it. Strategy that arrives as a deck and leaves as a deck has never changed a number.

What kind of markets do you know well?

Fintech, capital markets and Web3 in particular. Exberry, an exchange infrastructure company, is the clearest example: category creation in a market with no appetite for new categories.

Want a straight read on your go-to-market?

Thirty minutes, no pitch. We look at who you are winning with today, and what is stopping that from repeating.

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