Case Study
Building a Go-to-Market Strategy for Entering a New Market
Creating the positioning, priorities, and 30/60/90-day plan to help a B2B company enter a new market with a clear path to execution.
Services: Go-to-Market Strategy · Market Expansion · Positioning & Messaging · 30/60/90-Day Planning
The Challenge
A B2B company was launching a new division focused on the digital infrastructure market. While the company had an established business in its core market, it needed to determine how to position its capabilities for a new set of buyers and build awareness within the vertical.
The challenge was to translate that expansion strategy into a practical go-to-market plan, including identifying priority audiences, shaping the market narrative, and establishing a clear 30/60/90-day roadmap for entering the market.
The Approach
I led a series of in-depth workshops with company leadership to understand the business objectives, existing capabilities, competitive landscape, and opportunity within the digital infrastructure market.
From there, I developed the go-to-market strategy, defining priority audiences, opportunities for differentiation, and messaging tailored to the needs of digital infrastructure buyers. The strategy was then translated into a phased 30/60/90-day plan designed to establish the company’s presence in the market and create momentum for longer-term growth.
The Work
The engagement resulted in a comprehensive go-to-market roadmap covering positioning and messaging, priority audiences, competitive differentiation, thought leadership, content, digital strategy, PR, events, and sales enablement.
I organized these initiatives into a 30/60/90-day plan that established immediate priorities, sequencing, ownership, and longer-term opportunities, giving the team a practical framework for moving from market-entry strategy into execution.
The Outcome
The company entered the digital infrastructure market with a clearly defined position, priority audiences, and an actionable plan for building visibility and generating opportunities. The 30/60/90-day roadmap also gave leadership a shared framework for coordinating marketing and business development efforts around the new division.
Rather than approaching the expansion as a collection of disconnected marketing activities, the company had a structured strategy for establishing itself in the market and scaling its presence over time.