You know what isn't working. Find out why
A 4–6 week project for teams who can see the symptoms but not the cause. Most GTM audits start with funnels and attribution. This one starts with your positioning, because it decides which channels can work, then shows you where to focus.
Sound familiar?
Organic search used to bring most of your deals, and it's falling
Outbound gets replies but rarely turns into pipeline
Partners bring good deals, but nobody owns the channel
Smaller customers churn while bigger ones stay
Every team is running its own experiments
Everyone has a theory, and nobody agrees which one is right
What you leave with
Root-cause diagnosis
Why each channel performs the way it does, traced back to who it reaches, what it promises and how buyers actually decide. Every channel gets a keep, fix or stop verdict.
Positioning-to-channel fit
Which channels your positioning strategy can win in, and where your current spend doesn't match it. Your category, ICP and competitive alternatives, checked against each channel.
Where to focus
Which segments and channels to prioritise, which to stop, and whether a partner programme is worth building.
ICP and target accounts
Who buys, stays and grows, plus a scored target account list built with your sales team.
90-day plan
Channel priorities, messages for key assets, and actions with owners, success metrics and review dates, so your team can run it without me.
Discovery checks the foundations
If positioning is what's holding growth back, I'll tell you, and we can switch to a Positioning Sprint.
You work with me, start to finish
“Jenna helped us nail our product positioning and built a clear messaging strategy for our new launch. It has proved invaluable to our business.”
From every theory to one plan
Each team's theory gets tested against the data and what customers say. You get a written update every Friday and a check-in every two weeks.
Discovery
Weeks 1–2. One-to-ones with each team lead to collect every theory, a review of your current positioning, then CRM, churn, search and channel data. A few customer conversations where they settle a question.
Diagnosis
Weeks 3–4. I test each theory against the data and what customers said, find the root causes, and show where positioning plays into them. Ends with a readout for your core team.
Plan
Weeks 5–6. We agree priorities in a workshop, then I write the 90-day plan and hand it over to your team.
Your positioning decides which channels can work
A company creating a new category doesn't have an SEO problem when inbound stays quiet. Nobody searches for a category that doesn't exist yet. It needs demand generation first.
Competing in an established category
Capture the demand that already exists
Buyers know what they're looking for. Search, comparison pages and review sites can work, if you win on the criteria buyers already use.
Winning a niche
Go where your segment already gathers
The broad category is crowded. Targeted outbound, partners and communities that reach your segment beat broad search and paid.
Creating a new category
Create demand before you try to capture it
Nobody is searching yet. Content, events and thought leadership that teach the problem come before SEO and inbound can pay off.
Channels and story out of step
Fix the story before you add spend
When channels promise one thing and the product or sales team says another, more budget won't help. Align the story, then scale what works.
Other ways to work with me
GTM questions
Still unsure? That's what the intro call is for.
We already know which channels aren't working. What's new?
+Most teams know the symptoms. The diagnosis explains the cause, so you fix the right thing instead of cutting a channel that would work with a different audience or message.
Who needs to be involved?
+A core team with one person each from Sales, Marketing and Customer Success, and your CEO to review the readout and the plan. I work on the project 2–2.5 days a week.
Do you run the channels too?
+No. I diagnose and plan, and your team or agency runs the work. If you want someone to lead it week to week, that's fractional.
Do you build the sales enablement kit?
+It's an optional add-on: pitch outline, discovery questions, objection handling and competitive battlecards.
What happens after handover?
+Your team runs the plan. If you'd like, we meet after 30 days to review the first results against the measures we set.
What data do you need?
Read access to your CRM, web analytics, Search Console and ad accounts, plus outbound results and your partner list. Call recordings help, but I can work around them.
Do you sign an NDA?
Yes, before I receive any customer or CRM data. A services agreement also covers confidentiality and data protection.
How is this different from the Positioning Sprint?
The sprint decides who you're for and why you win. GTM strategy explains why your channels perform the way they do and where to focus next. If positioning turns out to be the main problem, I'll recommend the sprint.
Do you interview customers?
A few, where they settle a question. The focus is your data and how your positioning shows up in each channel. If you need full customer research, that's the Positioning Sprint.
Ready to take a sharp stance?
Tell me where you're stuck. In 20 minutes we'll work out whether a sprint, GTM strategy or fractional support makes sense.