A target group that is too broad
Your product can do a lot, so it is for everyone. But a message for everyone convinces no one.
Industries · Technology & AI
Go-to-market strategy for tech and AI companies
A strong product does not sell itself. We help tech and AI companies across Belgium sharpen their positioning, choose their ideal customer and build a go-to-market plan they can execute and measure.
Why good products still get stuck
Long sales cycles
Conversations that run for months and end without a decision, because the buyer does not feel the problem is urgent enough.
“Everyone is a prospect”
The team talks to everyone, and so spreads its time across companies that will never buy.
Pricing on gut feeling
The price was once set by what a competitor charges or what felt right, not by the value to the customer.
Sales that stays with the founder
The founder closes the deals. That works until you need more customers than one person can talk to.
What we do for tech companies
From who you are to how you sell. That makes your pipeline, the set of open sales opportunities, more predictable.
Positioning and value proposition
Who is your product for, which problem does it solve and why does a customer choose you? In one clear sentence, with the evidence.
Ideal customer profile and segmentation
An ideal customer profile (ICP) describes the type of company that gets the most from your product and buys fastest. We define it with data and conversations, not assumptions.
Pricing model
Per user, per use or per package: a pricing model that matches the value customers experience, and that can grow with you.
Go-to-market plan and channels
Which channels reach your customer, with which message and in which order? A plan you can execute and measure.
Competition and market map
What are the alternatives in your customer’s eyes, and where is there room for you?
Example of a market choice
Choose one market, and consciously leave the rest
- 01Market 1hard to reach
- 02Market 2small
- 03Market 3chosen
- 04Market 4later
- 05Market 5not now
What this means · Market 3
The biggest opportunity you can reach today. Sales and marketing go here first.
Illustrative example. Circle size = expected revenue opportunity.
From positioning to pipeline
Diagnosis of your current sales
Who buys today, why, and where do conversations stall? We look at your figures and talk to customers.
Choice of segment and message
One segment to win first, and a message that names that customer’s problem.
Go-to-market plan and experiments
A plan with channels, targets and small experiments to learn quickly what works.
Measure and adjust
Fixed metrics to track, and a moment to adjust based on what the market tells you.
A go-to-market engagement usually takes two to six weeks and ends with a written plan. After each phase you decide whether we continue, adjust or stop.
Which tech companies we work with
- Idea
Startups with a product
You have a working product, perhaps a few customers, perhaps no revenue yet. You need to choose who you sell to first, and how.
Scale-ups entering the next phase
The founder sold to the first customers. Now sales has to become repeatable, or a new market or country is on the agenda.
Relevant capabilities
Market & competitive insight
A market map and competitor profiles behind your choice.
Explore the service
Strategy & economics
A pricing strategy for your SaaS or software product.
Explore the service
Business diagnosis
When growth stalls and nobody knows why.
Explore the serviceLots of product questions from customers? A multilingual AI assistant answers them from your own documentation.
Frequently asked questions about go-to-market
Do you work with startups that have no revenue yet?
Yes, when there is a concrete choice to make: which segment to go after first, which pricing model to choose or how to reach your first customers. With no revenue there is less data, so we rely more on conversations with potential customers and on market research. More on market and competitive insight.
How does this differ from a marketing agency?
A marketing agency runs campaigns and creates content. We set the strategy beforehand: for whom, with which message, at which price and through which channels. Your team or a marketing agency can then carry out that plan. We do not run campaigns ourselves. That is how our approach works.
Can you help with international expansion?
Yes. We help you choose which market or country comes first, based on attractiveness and reachability, and build a plan to enter it. That combines market research with a go-to-market plan. For foreign markets too, every figure has a checked source. See also how we research markets.
How long does a go-to-market engagement take?
Usually two to six weeks, depending on the question and how much research is needed. Sharpening your positioning goes faster than a full plan for a new market. The schedule is in the proposal after the introduction. See the four steps of the programme.
Do you work in English?
Yes. We advise in Dutch, English and Turkish; we do not offer advice in French. Many tech companies work with international teams or customers: conversations, workshops and the plan can be entirely in English. Feel free to book an introduction in the language you prefer.
Sharpen your go-to-market
Tell us where sales gets stuck today. After a first conversation you will know whether a go-to-market engagement makes the difference.