Tools, methodology and specialist support to help B2B technology solutions and services companies sell more
In 3 months, GotoMarket Lab puts to work in your company the methodology and tools that power up your go-to-market: ICP, market potential, differential value proposition, LinkedIn presence, multichannel hunting, CRM and pipeline. Your team does the work, with a one-to-one, personalised follow-up session every week. By the end, everything is up and running, configured for your business, and your team knows how to run it.
No commitment. We look at your case together, and if the Lab isn’t the right fit, I’ll tell you plainly.
The problem isn’t where you usually look for it
When the numbers don’t add up, almost everyone looks at the close: the team isn’t closing, the discounts are too deep, the competition is too aggressive. But the problem is rarely at the end of the process. It sits at the beginning, and deeper down than it seems.
The pipeline doesn’t fill up
Not enough new business comes in at the top: the gap is in generating demand.
No confidence in winning new business
It is the dominant mood among the sector’s decision-makers.
The difference doesn’t come across
A company can be genuinely different, but if the customer doesn’t see it, they decide on price.
No method
No shared sales methodology, no ICP actually in use, no value proposition built into a repeatable process.
One structural root, two commercial symptoms and one outcome: less control over how your business grows.
What breaks is the chain that connects the pieces. And in GotoMarket Lab you have all the tools, techniques and personalised guidance to strengthen it and sell more.
Without a working ICP, you can’t define buyer personas precisely. Without buyer personas, you can’t map real pains. Without real pains, your value proposition turns generic. If your proposition is generic, your content earns neither attention nor credibility. If your content lacks credibility, hunting opens fewer doors. And if hunting opens fewer doors, the pipeline falls short or fills up with weak opportunities.
Most companies try to fix the pipeline at the end. In the Lab we start with the dependencies that feed it.
AI doesn’t fix a lack of method. It makes it more visible and more expensive.
AI amplifies and accelerates whatever you feed it. On a solid method, it multiplies commercial intelligence. On a disorganised go-to-market, it multiplies noise: more look-alike content, more generic emails, more interchangeable proposals and more pressure on price.
More content · More emails · More noise · Less perceived difference
Better research · Better ICP · Better CRM · Better messages · Better pipeline
The same AI produces opposite results depending on the method it works on.
Applied consulting: your go-to-market powered up in 3 months
We put the Lab’s methodology and tools to work with you, configured around your objectives and what sets your business apart. Your team executes, with one person coordinating and around 2 hours a week on average; we guide, review and correct every week, in one-to-one, personalised sessions. The Lab’s own tools stay in your company, and with them a way of working your team has mastered.
Self-assessment, Discovery Report and a 3-month implementation plan, presented in a kickoff session just for your team.
Weekly one-to-one sessions to review what’s been done, unblock whatever has stalled and agree the next steps.
When you finish, you can carry on with ongoing updates, specialist senior support and the Lab’s new tools.
Three months, from your starting point to the methodology up and running
Every week, a one-to-one session with your team: we review what was implemented over the previous 7 days, resolve questions and problems, and agree the steps for the week ahead. Each session produces a task list for your team and another for us.
Self-assessment
Month 1
Discovery Report and implementation plan
Month 1
1:1 kickoff session
Month 1
Working ICP and buyer personas
Month 1
Databases and market potential
Month 1
Differential proposition and sales narrative
Month 2
Website, deck and pitch
Month 2
LinkedIn and team profiles
Month 2
Multichannel hunting: email, phone and LinkedIn
Month 3
CRM, pipeline and closing session
Month 3
Your go-to-market powered up and running, generating new business predictably and at scale, with a team that knows how to lead it and the tools to sustain it.
Month 1, the starting point and the market. Month 2, the difference and the messages. Month 3, hunting under way and the pipeline running with method.
You start knowing where you are, where you want to go and how to get there
Every company comes to the Lab from a different place: sector, market, installed base, sales team, marketing, CRM, value proposition, AI maturity and objectives. That’s why the first step is to diagnose your starting point and turn it into a 3-month implementation plan.
An in-depth assessment that makes you look at your go-to-market through questions you’re probably not asking yourself.
A report with consulting-grade depth: strengths, gaps, risks, opportunities and implementation priorities.
In a session just for you, we present the report and the 3-month implementation plan to your team: what to do first, what to leave for later and what result to aim for.
The value lies in knowing which tool you need now, why, and in what order to apply it.
What we look at to build your roadmap
The diagnosis sets where your business stands today against the capabilities you need to build to win customers more effectively, sell at better margins and steer the pipeline with more certainty.
What comes out of it is a roadmap built for your company: concrete, sequenced and ready to apply.
The six dimensions the programme powers up in your go-to-market
Finding and opening new business
You work the accounts and people that match your ICP, from hyper-segmented databases and with multichannel outreach by email, phone and LinkedIn. → More relevant conversations and more new-customer pipeline.
Steering opportunities and forecasts
You manage the pipeline with signals, real probability and next steps, in an enriched CRM your team uses every day. → More control, fewer surprises and better sales leadership.
Articulating a difference the customer can see
Your value shows up in the language of the customer’s pain, role and decision, and carries through to your website, your deck, your pitch and your team’s LinkedIn profiles. → Stronger perceived value and less pressure on price.
Turning marketing into demand generation that sales can use
LinkedIn presence for the company and the team, and content that opens conversations and feeds the pipeline. → Marketing that brings in business.
Using AI where it powers up the method
AI for research, segmentation, outreach personalisation, CRM, meetings, proposals and decisions. → More commercial intelligence and less noise.
Turning what works into a shared method
Selling runs on a common map and a shared roadmap, and your team knows how to lead and maintain it. → More repeatability, better onboarding and less dependence on key people.
One-to-one guidance, every week, until the method is working in your company
Every session is one-to-one and personalised, just for your team: we work on your real case, your data and your tools, and every week you know what comes next.
1:1 kickoff session
We present the Discovery Report and the 3-month implementation plan to your team.
Weekly one-to-one sessions, personalised
Around an hour each, and longer when the work calls for it, such as segmenting databases or building AI-driven outreach campaigns.
Clear tasks for each side
Each session produces a task list for your team and another for us, which we work through and send you by email.
Roadmap with weekly tracking
You always know where you are in the plan and what comes next. Questions between sessions are answered by email.
What we ask of your team
One person to coordinate the programme and an estimated 2 hours a week on average to carry out their tasks.
What you should notice if your team works the programme with discipline
The methodology and tools are working in your company.
A working ICP, measured market potential, a differential proposition applied to your website, deck and LinkedIn, hunting campaigns under way and a pipeline managed with method. And a team that knows how to lead and maintain it.
The first campaigns give you signals you can measure.
More conversations with the accounts that fit, messages sharpened by what you’ve learnt and a CRM that people actually use. With continuity, you also get updates and support to adjust whatever changes.
The method is part of how you compete.
A stronger, more connected and more scalable go-to-market. More control over pipeline and customer acquisition. Less dependence on key people and more accumulated learning.
From improvising to competing with method
1 · More new-business pipeline
On top of your installed base and referrals, you add a flow of new opportunities of your own.
2 · More relevant conversations
You talk to better-chosen accounts and decision-makers, with a better understanding of their pains.
3 · Differentiation the customer actually sees
Your value comes through on your website, in your deck, your content and your sales conversations.
4 · Less pressure on price
When the difference is understood, the customer compares value as well as rates.
5 · More credible pipeline and forecast
You have more opportunities and a clearer sense of which ones deserve real attention.
6 · Less dependence on key people
What today lives in the heads of two or three people starts to become a shared method.
Terms
For B2B technology companies that want their go-to-market powered up in 3 months: the Lab’s methodology and tools up and running and delivering results, with their own team doing the work and one-to-one, personalised guidance every week.
Includes:
- Self-assessment, Discovery Report on your current situation and a 3-month implementation plan.
- 1:1 kickoff session, just for your team.
- Weekly one-to-one, personalised working and follow-up sessions.
- Tasks for each side after every session, and questions answered by email between sessions.
- ICP, market potential, differential proposition, LinkedIn, multichannel hunting, CRM and pipeline.
- All the Lab’s tools, configured for your business. They’re yours to keep.
- Implementation roadmap with weekly tracking.
Payment: 50% on signing and 50% at the start of the second month.
What we ask: one person on your team to coordinate and around 2 hours a week on average.
For those who want to keep going with support after the programme. You decide when you finish, with the results in front of you.
A threefold value:
- Ongoing updates. The new developments, techniques and experience that come out of the Lab or emerge in the market, in weekly live sessions that are recorded.
- Specialist senior support. By email or chat, from someone experienced and specialised in technology and go-to-market, whenever you put something into practice or a question comes up.
- New Lab tools. The ones the Lab keeps developing, to download and use on your own.
You join to grow your business
For 3 months we work on your real business, with your team, until the methodology and tools are up and running and delivering their first results. Everything we put in place stays in your company.
3-month programme, €8,000 · 50/50 payment · optional continuity, €2,000/year
No commitment. We look at your case together, and if the Lab isn’t the right fit, I’ll tell you plainly.
José Luis Montes
José Luis Montes has spent 35 years in business development across the B2B tech ecosystem, working in the trenches of the vendor–distributor–integrator channel. He has been a senior executive, a strategy consultant and a trainer, and has created his own consultative selling and go-to-market methodologies.
The Lab grew out of that path: first-hand experience in the field, a close reading of the market and method applied to real technology companies.
What B2B decision-makers usually ask
Is GotoMarket Lab a course?
It’s applied consulting: over 3 months we put the Lab’s methodology and tools to work in your company, with one-to-one, personalised sessions every week on your real case.
Who does the work?
Your team, with guidance. Your team configures the tools, prepares the materials and applies the methodology; we guide, review, correct and take care of our share of the tasks. That way, when you finish, your team knows how to do it on its own.
How much time does my team need to commit?
We ask for one person to act as programme coordinator and an estimated 2 hours a week on average to carry out their tasks.
What are the sessions like?
One-to-one, personalised and weekly: only your team is there. They last around an hour; some run longer when the work calls for it, such as segmenting databases or building AI-driven outreach campaigns, and in key phases there may be two in one week. In each one we review what was done over the previous 7 days, resolve questions and problems, and agree the steps for the week ahead.
What if my team moves more slowly?
The 3-month timeframe is the one for a team that does its part. If your team needs more time for its tasks, the calendar adapts to its pace. We talk about it from the start so the plan is realistic.
What happens at the end of the 3 months?
The methodology and tools are up and running, and they’re yours. If you want to keep going with support, you can join the Follow-on Continuity Programme: €2,000 a year, with ongoing updates, specialist senior support and access to the Lab’s new tools. It’s optional.
How do I pay?
The programme costs €8,000 and is paid in two instalments: 50% on signing and 50% at the start of the second month. Continuity, if you choose it, is paid annually.
What if my company’s situation is very specific?
That’s exactly why we start with a diagnosis. An SAP consultancy, a cloud company, an infrastructure integrator, a bespoke software firm and a SaaS business all start from different places. The methodology is shared, and the implementation plan adapts to your situation.
Does this work if my main challenge isn’t winning new customers but selling more to my installed base?
Yes, as long as the diagnosis confirms the Lab is a fit. In some cases the priority will be hunting within your existing accounts: spotting new areas, pains and solutions inside the customers you already have.
How do I know whether the Lab is right for my company?
That’s exactly what the fit-check session is for. We review your situation, your challenges and the kind of result you’re after. If I see the Lab isn’t a fit, I’ll tell you plainly.
Let’s talk before you decide
Before you join, it makes sense for us to look at your case together. In the session we review where your go-to-market stands, what we can put in place in your 3 months and whether it makes sense for your company. If it isn’t a fit, I’ll tell you. If it is, you’ll join knowing exactly what you’re getting: diagnosis, implementation plan, one-to-one, personalised sessions every week and tools configured for your business.
No commitment. We look at your case together, and if the Lab isn’t the right fit, I’ll tell you plainly.