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Betts & Burton
Service · Strategy

GTM Strategy & Positioning

We help you work out who you want to win, what you need to say, and which offers or channels deserve attention first. That usually means a GTM plan, a sprint, or both.

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The problem

Why this work matters.

A lot of marketing problems start earlier than the campaign. The market is fuzzy, the offer sounds like everyone else, and every brief starts with a blank page. If the plan is soft, the spend gets noisy fast.

Outcomes

What this looks like, done well.

  • A GTM plan your leadership team can actually use
  • Clear ICP and segment definitions
  • Messaging that sounds like your best prospects
  • A priority list for the next 90 days, not a wish list
Deliverables

What you actually get.

  • 01GTM diagnostic or sprint
  • 02ICP and segment definition
  • 03Positioning and messaging pack
  • 0490-day plan with channel priorities and owners
Strategy · How we work

How we run strategy engagements.

Zero fluff. Each step has a clear output and you always know which direction we are heading.

01

Diagnose

We speak to leadership, sales and customers so we can see where the offer, market and message are really wobbling.

02

Decide

We tighten the ICP, sharpen the positioning and call the priorities that deserve attention first.

03

Document

You get a plan, messaging and practical direction your team can use straight away.

04

Deploy

We carry the new story into the pages, campaigns and sales tools that need it most.

Other services

Works well alongside

Demand

Paid Ads & Demand Generation

Run Google, LinkedIn and Meta in a way that produces pipeline, not just leads.

Explore Conversion

Websites, Landing Pages & SEO

Design, build and sharpen the pages buyers actually land on.

Explore Reporting

Reporting & Analytics

Know what is driving pipeline, where the waste is, and what to do next.

Explore
FAQs

What people ask about gtm strategy & positioning.

Most diagnostics run 4 to 6 weeks. A full sprint with positioning, messaging, and a 90-day plan usually lands in 8 to 10 weeks. We never drag it out to fill time.
Usually not. Most of what you have is fine, and the issue is normally focus and language rather than the underlying logic. We sharpen what already works.
Yes. Strategy without primary input is pure fluff. We run 6 to 10 interviews across customers, prospects, and sales because that is where the best insights always hide.
We do not charge separate upfront fees for diagnostics or strategy sprints. Initial strategic positioning and roadmap planning are fully bundled inside your partner retainer, and all fees are flat, fixed, and agreed upfront.
Yes, but only if it makes sense. Some clients run the plan themselves with our oversight, and others bring us in to deliver. We will recommend whichever is cheaper for the result.
Industries we serve

GTM Strategy & Positioning by industry.

See how gtm strategy & positioning works in your sector.

SaaS

Most SaaS positioning sounds like every other tool in the category. We help founders and CMOs sharpen the offer, pick the segments worth winning, and build a 90-day plan sales actually believes in.

Fintech

B2B fintech sells trust as much as product. We sharpen positioning that satisfies risk and compliance buyers, pick the segments worth winning, and build a plan that moves regulated deals forward.

Professional Services

Professional services firms win on reputation and referral, but rarely on a clear proposition. We sharpen positioning, pick the markets worth owning, and build a plan that turns expertise into inbound demand.

Legal

Law firms compete on reputation but sound identical on paper. We sharpen positioning that reflects real strengths, pick the practice areas worth growing, and build a plan that turns expertise into instructions.

Insurance

Insurance is sold on trust, price and cover, but most positioning leans on price alone. We sharpen a proposition that reflects real value, pick the segments worth winning, and build a compliant plan.

Manufacturing

Manufacturers compete on capability but market on spec sheets. We sharpen positioning that connects capability to customer outcomes, pick the segments worth winning, and build a plan that generates enquiries.

Healthtech

Healthtech sells into complex, risk-averse buyers. We sharpen positioning that satisfies clinical, procurement and IT stakeholders, pick the segments worth winning, and build a compliant go-to-market plan.

Consumer SaaS

Consumer SaaS lives or dies on a clear value proposition and a frictionless first impression. We sharpen positioning, pick the audiences worth winning, and build a plan that drives signups and conversion.

E-commerce & DTC

DTC brands win on a clear reason to choose them over the cheaper alternative. We sharpen positioning, define the customer worth winning, and build a plan that grows margin, not just revenue.

Car Finance

Car finance is a trust-and-compliance business in a crowded, price-led market. We sharpen positioning that builds confidence, picks the customers worth winning, and works within FCA rules.

Consumer Fintech

Consumer fintech has to win trust fast in a category people are wary of. We sharpen positioning that builds confidence, picks the audiences worth winning, and works within FCA rules.

Related guides

Read up on gtm strategy & positioning.

Free, opinionated guides from the work we actually do.

A Full-Funnel B2B Marketing Framework

The model we use to plan, run and measure marketing for growing B2B companies.

The B2B Revenue Marketing Playbook

How to build a marketing function that produces pipeline, not just activity.

How to Define Your ICP in B2B

A practical method for working out who you sell to and why it matters.

Where we work

GTM Strategy & Positioning near you.

Senior support in person and remote across the UK.

GTM Strategy & Positioning in London

Strategy support for Greater London teams.

GTM Strategy & Positioning in Manchester

Strategy support for North West teams.

GTM Strategy & Positioning in Birmingham

Strategy support for West Midlands teams.

GTM Strategy & Positioning in Bristol

Strategy support for South West teams.

GTM Strategy & Positioning in Leeds

Strategy support for Yorkshire teams.

GTM Strategy & Positioning in Edinburgh

Strategy support for Scotland teams.

Next step

Let’s talk about gtm strategy & positioning.

Book a 30-minute discovery call. No pitch deck. Just a senior conversation about where the gaps are and what to do about them.

Book a discovery call