Customer-led GTM diagnostic for UK B2B businesses
A go-to-market (GTM) diagnostic tests your commercial plan against what your customers actually do, not what the leadership team believes is happening. We look at how you win, how you lose and where deals stall, then turn the evidence into a prioritised plan your team can run. Evidence first. Then advice.
Is a GTM diagnostic right for you?
It's for founders and leadership teams of B2B and tech-enabled businesses, and for investors who want a clearer view of a portfolio company. It tends to fit when:
- Growth has slowed or become unpredictable, and the team is debating fixes without shared evidence.
- Pipeline exists, but deals stall and conversion is inconsistent.
- Most sales still depend on the founder and aren't yet repeatable.
- Pricing and packaging haven't been tested against what customers value.
- Your CRM and forecast don't reflect what's really going on.
- You're about to hire a sales leader, raise a round or enter a new market, and want evidence before you commit.
What happens in a GTM diagnostic
1. Prepare. We agree the questions that matter most to you, the scope and the schedule. We review your existing reports, targets, pipeline and team structure, and pick the evidence samples to examine.
2. Listen and observe. We speak with the people who sell, market and lead, and with customers where it's practical. Where we can, we sit in on a live sales or forecast meeting.
3. Diagnose. We follow a sample of deals from first contact to win, loss or stall. We look at who really buys from you and why, where deals get stuck, whether pricing and packaging reflect customer value, and whether your CRM and sales process tell the truth. Where relevant, we also review partnerships and other routes to market.
4. Review and agree. We take your leadership team through the findings in a working session, test them against your knowledge of the business and agree the priorities.
What you get
- A clear assessment of your commercial gaps: strengths to build on, constraints holding growth back and missed opportunities.
- A prioritised action plan: what to change, who should own it and how progress will be measured.
- A leadership readout: a working session to agree immediate decisions.
- Quick wins along the way: straightforward fixes we spot during the work, such as live deals with no clear next step, flagged as we go.
It's written so your leadership team can act on it, not file it.
Watch: what happens in a GTM diagnostic (2 minutes)
Watch on its own page and read the full transcript →How this differs from a generic GTM audit
Many audits score you against a checklist or a questionnaire. That's a useful start, but it measures your answers rather than your reality. Ours starts with your customers, your deals and your data.
- Customer evidence, not borrowed frameworks. Every recommendation traces back to how your customers buy and why deals convert or stall.
- Senior operators only. You work directly with Craig McCrum and Michael Perry, not junior consultants learning on your time.
- Priorities, not a long list. You get the few changes that matter most, in order, each with an owner and a measure.
- Built to be run. The plan fits your resources, capability and constraints, and we can stay on to help deliver it if you want us to.
What happens after the diagnostic
The diagnostic stands on its own, and there's no commitment to further work. Some teams run the plan themselves. Others ask us to stay on, with hands-on implementation such as restructuring pipeline stages, training the team on qualification, building forecasting models and joining live customer calls to coach. Some move to fractional commercial leadership until they're ready for a permanent hire. We agree success measures upfront and track progress against them.
Frequently asked questions
What is a GTM diagnostic?
A GTM (go-to-market) diagnostic is an evidence-based review of how a business wins, loses and stalls with customers. It covers who buys and why, where deals get stuck, pricing and packaging, and whether the CRM and sales process reflect reality. It ends with a prioritised plan. It's nothing to do with Google Tag Manager.
How long does a GTM diagnostic take?
It depends on scope and on access to your customers, team and commercial data. We agree the schedule with you upfront, before any work starts.
What do we need to provide?
One person to coordinate access, your existing reports on revenue, pipeline and forecast, a sample of won and lost deals, and time with the people involved in selling. We work from the information you already have rather than asking you to rebuild it.
Is a GTM diagnostic the same as a GTM audit or assessment?
They overlap. Many audits and online assessments score you against a checklist. Ours is customer-led: we test your plan against real customer and deal evidence, and the output is a prioritised plan with owners and measures.
Who is it for?
Founders and leadership teams of UK B2B and tech-enabled businesses who need clearer commercial priorities, and investors who want to know whether a portfolio company has a credible route to repeatable revenue before the next hire or round.
Do we have to commit to ongoing support?
No. The diagnostic stands on its own. If you want help putting the plan into practice, hands-on support or fractional commercial leadership can follow, scoped separately.
Want to know what's really holding growth back?
Start with the evidence. Tell us where your commercial engine is getting stuck, or book a free 30-minute GTM call to talk it through first.