Go-To-Market Strategy
An upmarket program built on a seat band you can serve, a mapped buying committee, and evidence a procurement team can check.
Book a scoping call2.2 million
verified data points
5 days
to the first qualified leads
60+
technology leaders
2,000+
qualified Microsoft Copilot leads delivered
How it works
The upmarket move runs as a Go-To-Market Strategy program, with the campaigns inside it. Your sales leadership signs off the target band before a word is written.
Define the upmarket ICP
Define the ideal customer profile (ICP) you can serve at that size: seat band, sector, technology stack, and the service lines that carry the margin. The published fit reaches 2,500 seat organizations.
Build the credibility assets
Build the case studies, reference list, certifications, and incident record a procurement team checks before a shortlist forms. Each asset names a client type and an outcome the buyer can verify.
Write the bid framework
Write the proposal and pitch structure around risk, service levels, compliance, and transition, in the order a mid-market evaluation asks for them. Your bid team reuses it on later deals.
Run the account outreach
Run outreach into each named account on the list, with a version of the case for each of the four roles. Renewal windows and leadership changes decide who is approached first.
Start here
Send the seat band you are aiming for and the accounts already in it. The scoping call settles the upmarket ICP, the evidence gaps, and the four buying roles.
If your next target is several times the size of your current ones, more people weigh in. The IT director, the finance approver, the operations lead, and a compliance owner each ask a different question.
Moving upmarket is a targeting decision before it is a messaging one. You pick the band you can serve, then build the evidence each of those four people needs to say yes.
Count how many organizations in your territory sit in the band you want. If the answer is under a hundred, work them as a named account list.
A hundred named accounts with three contacts each is a quarter of desk work you can do with LinkedIn and a phone. Watching each of them for a renewal window is the part that is hard to do by hand.
Your reps and your bid team receive each qualified lead with its context attached. A qualified lead is a verified decision-maker who is evaluating now, delivered with the buying trigger, the stakeholder map, and the intent history.
The record syncs to HubSpot, Salesforce, or Dynamics 365, so your team can see who else on the committee has been reached and when.
If an agency has put a senior name on the pitch and a graduate on the account, note that a dedicated program manager runs this program for the term.
If you have had to teach a generalist how a managed services renewal is decided, our work is IT go-to-market, so the program starts from that knowledge.
Managed service providers (MSPs) already delivering at the top of their current size band, with MSSPs, security-led MSPs, and Microsoft-centric MSPs the published fit.
If your delivery cannot yet absorb clients at the top of the published fit, the scoping call names what has to change first.
Why moving upmarket changes the economics
The xpandly guarantee
It applies to Microsoft Copilot leads, and the program page states it in full.
4.2x
higher average contract value in the mid-market segment than in the SMB market
18mo
average contract length in enterprise MSP relationships, against 12 months at SMB level, which makes revenue more predictable
62%
of MSPs say moving upmarket is a strategic priority but fewer than one in five have a defined GTM plan to make it happen
Common questions
What counts as mid-market?
For these programs, organizations of 100 to 2,500 seats. Your own band is set at the scoping call, along with the sectors and the service lines you want to grow.
How long is the evaluation?
The buyer sets that. The program is designed to reach the IT, finance, operations, and compliance roles in parallel, so the evaluation does not wait on a single inbox.
Do we need case studies?
Yes, and they have to be checkable. A named client type, the constraint, the channel, the system it fed, and a figure a reference call can confirm.
Can we do this alone?
Yes for the list and the evidence, which is desk work. Watching each named account for a renewal window or a leadership change is where the data platform earns its place.