01 - Go-To-Market Strategy
One plan for your sales team: the ideal customer profile, the messaging for each buyer role, the channel mix, and the enablement your reps use on calls.
Overview
What Go-To-Market Strategy means in practice
This is for the founder, CRO, or marketing director at a technology vendor. What reaches your sales team is one plan: who to target, what to say, and which channels carry it.
We build the plan to feed a lead generation program, so it ends where qualified leads reach your reps. A qualified lead is a verified decision-maker who is evaluating now, delivered with the buying trigger, the stakeholder map, and the intent history.
Key benefits
Ideal customer profile
We define the ideal customer profile (ICP) by size, sector, geography, technology stack, and the service lines you want to grow. Your reps get a target list they can work, and the campaign targeting uses the same fields.
Messaging your reps use
We write the positioning, the proof points, and the objection answers for each buyer role: the IT director, the finance lead, and the operations lead. Your reps use the same words the campaigns use.
Channel mix and enablement
We name the channels that reach your buyers, and the reason each one is on the list. The plan ships with the call scripts, the one-page answers, and the follow-up sequence your sales team runs.
Our process
How we deliver Go-To-Market Strategy
Map the market
We map your pipeline data, your win and loss record, and the competitors your buyers shortlist. We interview your sales leadership and your recent buyers before we design anything.
Define the ICP
We define the ICP with your sales leadership, then size each segment by the number of accounts it holds. You sign off the target list before we write the messaging.
Write the messaging
We write the positioning, the proof points, and the role-specific messages, then test them against your recent wins and losses. We rewrite anything your reps will not say out loud.
Hand over the plan
We hand over the channel plan, the enablement material, and the activity schedule, and we walk your sales team through it. The plan names who owns each action.
Why xpandly
What sets us apart
Meridian Software, a UK SaaS vendor, saw 3.4x pipeline growth in year one, with referral dependency down from 80% to 31%. The case study is published on our work page.
No teaching us the channel
You will not spend the first month teaching us the channel. We work only with technology vendors, distributors, and managed service providers (MSPs), so the first session starts at your service lines.
Measured on pipeline
You will not get a report of impressions. The plan states which qualified leads it is designed to produce for your sales team, and the lead programs it feeds report on qualified leads and pipeline.
Built on our own data
We score the target list against our own data platform: 2.2 million verified data points, maintained by machine-learning models and updated daily. We size each segment on accounts we can name, with the intent signals behind them: vendor evaluation activity and renewal windows.
Microsoft Copilot
First qualified leads within 5 days of launch.
We find the IT decision-makers evaluating Microsoft Copilot now and hand them to your sales team as qualified leads within 5 days of launch. Each lead carries the budget, the timeline, and the intent signals behind the inquiry, such as a pricing page visit.
Meridian Technology Solutions
IT Director, 85 employees, Atlanta, GA
Status
Actively evaluating
Budget
$25k to $50k
Timeline
Decision within 90 days
Licenses
50 to 100 users
Intent signals
Attended a Microsoft Copilot for Business webinar 3 days ago
Downloaded the Microsoft Copilot ROI calculator
Visited the Microsoft 365 pricing page 4 times in the last 7 days
Also from xpandly
Explore our other services
FAQs
Questions about Go-To-Market Strategy
Can't find what you're looking for? We're happy to discuss your specific situation directly.
Get in touchOur work
Published results from IT channel programs.
Explore our workIT channel / Microsoft Copilot Lead Generation
184 qualified Microsoft Copilot leads in 90 days
Software / Go-To-Market Strategy
3.4x pipeline growth in year one
IT channel / Growth Marketing
9x inbound lead growth in 12 months
Cybersecurity / LinkedIn Pay-Per-Click Advertising
57% lower cost per lead on LinkedIn
Start here
Start with the pipeline.
Tell us what your pipeline needs to do next quarter. We will tell you plainly whether we can fill the gap, what it would involve, and whether we are the right partner. You will hear back within one business day.