CASE STUDY 03 · GTM STRATEGY · 0→1 · B2B STARTUP

No strategy, no stack, no ICP. Here's how we built it all.

Joining an early-stage startup with clients but no go-to-market foundation — and building the full GTM architecture from the ground up, from tooling to positioning to pipeline tracking.

THE SITUATION

The company had early clients and a real product, but no GTM strategy, no ABM motion, no marketing stack, and no clear picture of who they were selling to or how. Growth was happening, but it wasn't designed. My job was to build the foundation that would make it repeatable.

WHAT I BUILT

Implemented the marketing stack from zero. HubSpot and Sales Navigator as the core infrastructure for outbound and pipeline tracking
Defined the ICP: researched, mapped, and documented who the right buyers were, across industry, size, and seniority
Built the target account list from the ICP, creating a structured foundation for outbound and ABM
Set the full funnel KPIs: defined conversion benchmarks from pre-lead through MQL to SQL, giving the team shared metrics for the first time
Shaped the positioning and messaging: collaborated with branding to define how the company presented itself, translated product value into website copy and whitepaper language for the consulting team
Bridged strategy and content: worked closely with consultants to turn their expertise into targeted, buyer-facing narratives

"There's something uniquely satisfying about building from nothing. Every decision matters, and you can see the shape of what you're creating."

THE OUTCOME

A fully operational GTM infrastructure where none existed. ICP, tooling, messaging, funnel tracking, all built and running
+65% increase in qualified lead generation following ICP-led targeting
+20% improvement in MQL-to-SQL conversion through structured qualification frameworks
A strategic foundation the team could execute against independently. Not just a plan, but a working system