In 2025, the best brands aren’t just talking about their industry—they’re leading the conversation within it. Podcasts have become a critical tool in Go-to-Market (GTM) Strategy, providing a platform for thought leadership, customer engagement, and industry influence.

For brands looking to modernize their growth tactics and channels, a podcast is more than just content—it’s an owned media channel that supports demand generation, sales enablement, and market positioning. If you’re serious about growth, launching a podcast isn’t just an option—it’s a strategic advantage.

Podcasts Are a Brand Game-Changer

Few initiatives can compete with the authenticity and thought leadership that come from a well-executed podcast. As part of a strategic go-to-market framework, a brand podcast serves multiple purposes including:

• Building brand authority – Position your company as the go-to expert in your industry.
• Accelerating demand generation – Engage prospects earlier in the buying journey with valuable insights.
• Fueling sales enablement – Equip sales teams with high-value content that addresses customer pain points.
• Enhancing market education – Educate your audience on key trends and innovations, reinforcing your value proposition.

By integrating a podcast into your GTM playbook, you're not just producing content—you’re engineering a system that drives demand, nurtures leads, and strengthens your market position.

A Real-World, Mid-Market Example

To show how effective a podcast can be in a go-to-market strategy, we recently helped a warehouse automation systems integrator launch a branded podcast as part of their GTM efforts.

• Within 30 days, they went from concept to publishing their first episode.
• They now release two episodes per month, featuring industry partners and customers discussing innovations in automation.

Minimal Time Commitment, Maximum Impact

Mid-market businesses can’t afford to burden senior leaders with busywork and coordination that comes with managing, producing, and distributing a podcast, let alone the creation of all the derivative content that comes with a successful initiative.

If your podcast feels like yet another burden layered onto the leadership team, you’re doing it wrong.

The good news is the right partner (like Trelliswork) can ensure your brand gets all the benefits of a regular podcast without the operational burden, and at a fraction of the cost.

As an example, our team  handles production, distribution, content repurposing, and all content promotion - meaning the internal team spends just 60 minutes every two weeks showing up for a new recording.

This process ensures the podcast supports business growth without adding excessive workload and cost, making it a scalable and repeatable part of their overall GTM effort.

Podcasts Are Essential in 2025

Branded podcasts are no longer a niche experiment—they’re a proven GTM channel, and the numbers speak for themselves:

• 42% of Americans (12+) are monthly podcast listeners.
• More people listen to podcasts weekly than have Netflix accounts.
• 82% of marketers plan to maintain or increase investment in podcasts.
• Podcast ad spend is projected to surpass $2.6 billion in 2025.

Podcasts Build Trust, Improve SEO, and Accelerate Sales Cycles

In an era of AI-generated content, human connection is critical. A podcast establishes trust by:

• Featuring candid conversations with industry leaders, customers, and partners.
• Providing actionable insights that buyers can use to solve real business challenges.
• Keeping your brand top of mind throughout long sales cycles.
• Establishing expertise, experience, authority, and trust (E.E.A.T) for SEO improvement

Studies show that 81% of podcast listeners trust the hosts and content they engage with, making this format one of the most effective trust-building tools in modern marketing.

As an additional piece of rich content for your brand, every episode gives you an opportunity to share the most recent industry insights in follow-up emails and lead nurture sequences you send as part of your business development.

A Podcast is a Core Asset in GTM Engineering

Consider you’re going after a strategic account. You hear from the chief revenue officer that they’re struggling to navigate all the different AI tools getting thrown at them, they’ve jumped at a few that promise ‘guaranteed leads in 3 days’, but the results are never what they expect and they’re lost.

Now, consider the simple feedback loop of incorporating a segment in your next episode related to mid-market founders struggling to navigate the barrage of AI tools that all promise incredible results, yet never deliver. You explain why they never deliver, what the offer looks like, and why under the surface there’s no shortcut to first establishing the brand fundamentals. That episode is now a slam dunk for a follow-up email to try and close the deal with the CRO, and every other deal like it down the road.

You’ve established authority and expertise with the CRO, and she is more likely to forward your mail and link to the podcast to their CEO who is struggling with the exact problem.

The CEO now feels like you’re talking directly to him. Like you’re reading his mind! To the CEO, you’re now exactly who they want to work with, you’re human, you have an opinion that resonates with what they’re currently experiencing.

You win.

Your Podcast Pays Content Dividends. 10x.

A single podcast episode fuels an entire GTM content engine. What you’re capturing is the purest form of thought leadership, recorded straight from your train of thought into a shareable video and audio recording. If you do it right and plan your content engine, each episode creates a goldmine of content for you to remix, repurpose, and reshare.

For a single podcast episode (w/ video recording), here’s an example of what your podcast content engine should produce:

• 1 Podcast streaming episode (e.g. Spotify, Apple Podcast, etc)
• 1 Youtube Video
• 1 long-form article (from transcript)
• 5 topical articles
• 15 social posts
• 5 Youtube Shorts
• 10 more social posts

Here’s what that looks like in relation to the workflow required to connect the pieces from beginning to end.

A branded podcast isn’t just a marketing tool—it’s a structured GTM Engineering asset that scales across channels.

Podcasts Improve SEO and Brand Discoverability

Search engines are prioritizing rich media content, making podcasts a powerful asset for SEO and inbound marketing.

• Transcripts improve search indexability, capturing high-intent queries.
• Video podcasts gain visibility across key platforms (YouTube, LinkedIn, TikTok).
• Search engines now index podcast content, boosting organic discovery.
• Long-form discussions generate backlinks, increasing domain authority.

By integrating a podcast into your GTM strategy, you're not just producing content—you’re engineering an evergreen SEO and demand generation asset. Once you get into the rhythm, you’ll also find yourself spending less time thrashing on that latest blog post that’s taken you over two weeks to get right.

The secret sauce here is that a podcast lets you capture your thoughts in a more raw and authentic medium, with virtually zero latency. From here, AI is great at remixing your thoughts into structured, consistent narratives. Let chatGPT will get rid of the structural, grammatical busywork that actually prevents you from getting your content out into the world.

And that’s structural, grammatical business is the work we want AI to get rid of, so we can prioritize more thinking.

The Biggest Challenges: What Holds Brands Back?

Staying consistent with a podcast is harder than it sounds. Life, work, and shifting priorities can easily push recording sessions down the to-do list. But consistency is what separates brands that build loyal audiences from those that fizzle out. The key is to create the right conditions—batch recording episodes, setting a realistic release schedule, and making podcasting a core part of your marketing rhythm. Without a system in place, even the best intentions can fall apart.

Consistency is Key to Podcast Success

• Build a backlog. Make sure you have at least two recorded episodes before launching. This ensures you never fall behind schedule if unexpected delays arise. Having a buffer allows you to maintain consistency, even when life or work interruptions occur. It also gives you time to refine your format, improve production quality, and gain confidence before releasing episodes to the public. A backlog eliminates last-minute scrambling and sets the foundation for a sustainable, long-term podcasting strategy.
  • We try to keep at least 2 episodes in the ‘ready to publish’ backlog. We’re not perfect, it doesn’t have to be, but so far this has worked for us!
• Set a cadence. Weekly or biweekly releases work best for audience retention. Sticking with a set schedule builds listener habits and keeps engagement steady.
  • For example, we record our episodes every Friday at 2:00 PM, allowing us to reflect on the week’s discussions and industry trends as part of our content approach. Having a fixed time each week ensures that podcasting becomes part of our routine, rather than an afterthought.
• Plan, but don’t over-plan. Avoid long production cycles—speed and authenticity matter more than perfection. You don’t need anything more than a few bullet points in notion ahead of your next recording, which serve as discussion prompts and starters, or incorporate strategic topics you know you want to hit on.
  • With the latest recording and distribution tools today a lot of the busywork goes away.

Stop Overthinking It

Authenticity wins in B2B storytelling. Be real.

I get it. There’s not enough time, everyone’s busy, what will you talk about, who’s going to listen, what’s the ROI, is it worth the effort?

It’s worth it, with the right approach. Just keep these tips in mind:

• Be human. In a world flooded with AI-generated content, authenticity stands out. The real, unscripted voices of industry leaders cut through the noise, building trust and credibility. Podcasts let your team share raw, unfiltered insights, making your brand more relatable. The more human you are, the stronger your connection with your audience.
• Don’t script it. Listeners can tell when something feels forced—don’t let your podcast sound like a corporate press release read by your lawyer. And it's not politics - there's no teleprompter!
• Keep it real. Your audience wants authentic, casual conversations - these resonate more than polished, corporate messaging.

How to Start Your Podcast: GTM Essentials

Equipment (Keep It Simple)

• Microphone: Shure MV7+ (great balance of quality & simplicity)
• Microphone stand: Gator Boom Arm Desktop Stand
• Headphones: Any reliable over-ear monitor headphones
• Video Camera: We're rolling with front camera on our macbook pros for now. Gets the job done!

Recording Software (Our Picks)

• Riverside.fm – Best for remote interviews and high-quality audio/video recording. Editing and distribution features are great. (We also tried zencastr, didn’t love it).
• Descript – we’ve used this in the past, easy editing and transcription, better if you need to get into the weeds with transcripts and higher fidelity editing.

Make a Podcast Part of your GTM Playbook

Launching a podcast is one of the smartest GTM Engineering plays you can make in 2025. With 505 million global podcast listeners projected this year, brands that invest now will establish a foothold in a high-growth channel that supports demand generation, sales enablement, and brand authority.

The hardest part? Pressing record.

So, what’s stopping you?

Need a hand getting started, or want to offload the heavy lifting to our team?

Let’s talk

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Having worked with many founder-led professional services firms, we’ve seen a familiar pattern: they thrive on exceptional client service, deep expertise, and strong relationships. But when it comes time to scale or prepare for an exit, these strengths quickly become liabilities.

Growth stalls because it's built on the founder's personal network, and there's little to no GTM infrastructure in place—no structured marketing, sales, or revenue operations.

Investors recognize this as a glaring red flag. A founder-dependent GTM model creates substantial risk. The question on every investor’s mind is: What happens when the founder steps back? The answer is usually not reassuring. In fact, 73% of CEOs in PE-backed companies are replaced during the investment lifecycle (AlixPartners 2022). If your firm's growth is tied to you, expect lower valuations or outright disinterest from serious buyers.

This isn’t just about maximizing your exit. Firms without a scalable, repeatable GTM engine inevitably hit a growth plateau. Competing against firms that have systematized client acquisition and revenue generation becomes an uphill battle.

The Mid-Market is Moving—Are You Ready?

The private equity (PE) landscape is heating up. 2025 is projected to be a strong year for exits, with global buyout investments and exits surging by 37% and 34% in 2024 alone (Bain & Company, 2025). Mid-market deal flow is increasing, driven by lower interest rates.

However, don’t assume this trend will benefit all professional services firms. Investors and acquirers are scrutinizing firms more than ever, looking for predictable, sustainable growth. If your revenue depends on founder relationships, you’re already at a disadvantage. The large PE firms have the resources to fix this problem post-acquisition, but mid-market investors expect you to have it figured out before they write a check.

Ask Yourself These Hard Questions:

• Are you consistently engaging your ICP audience across key channels every week?
• Is your content driving meaningful conversations, or just adding noise?
• Are inbound leads growing at a predictable rate, or are you relying on referrals?
• Do your sales leaders own the pipeline, or are you still the main closer?
• If you increased GTM investment tomorrow, could you confidently predict the results?
• Do you have full visibility into which GTM efforts are converting and why?

A Repeatable GTM Engine: The Difference Between Stagnation and Growth

We’ve built, fixed, and optimized countless GTM engines. The benefits go far beyond just “driving more revenue”—they impact the very foundation of your business:

• Predictable Revenue: Stop guessing. A structured GTM engine removes uncertainty and builds a repeatable, data-driven revenue model.
• Higher Valuations: Firms with scalable GTM processes command higher multiples. Investors pay a premium for predictable growth.
• Better Talent Retention: High performers don’t thrive in chaotic sales environments. A clear, repeatable GTM strategy attracts and retains top talent.
• More Time for High-Impact Work: Systematizing GTM allows leadership to focus on strategic growth, not chasing deals.
• True Scalability: Growth shouldn’t rely on individual heroics. A solid GTM engine enables sustainable expansion.

The Blueprint for a Scalable GTM Engine

For professional services firms, the road to a scalable GTM engine follows clear steps:

• Define Your Ideal Client Profile (ICP) with Precision: Surface-level targeting isn’t enough. You need to understand pain points, decision-making processes, and where you provide unique value. Instead of just targeting "healthcare consulting firms," narrow it to "mid-sized healthcare consulting firms (50-200 employees) struggling with revenue cycle management and value-based care model transitions."‍
• Map the Client Journey: Every interaction matters. Define how your ICP moves from awareness to decision and what content and engagement they need at each stage.‍
• Develop Repeatable Processes: Document and systematize everything—lead scoring, sales playbooks, demo scripts, and proposal templates. Without clear processes, scaling is impossible.‍
• Measure, Analyze, Optimize: Track conversion rates, sales cycle length, client acquisition costs, and lifetime value. GTM efficiency is declining across industries (SBIGrowth, 2024), making optimization a top priority.‍
• Leverage Technology Intelligently: Tools don’t fix broken GTM models—but the right CRM, automation, and AI-powered solutions enhance efficiency when implemented correctly. Technology should serve the process, not the other way around.

Trelliswork: The Partner for Revenue Growth and GTM Execution

We help mid-market professional and managed services firms build scalable, repeatable GTM engines. Unlike traditional marketing firms that focus on awareness and brand-building, we go straight to the source—revenue execution.

Our approach is different because we don’t just automate outreach and hope for the best. We integrate AI-powered efficiency with a human element, ensuring brand authenticity while maximizing cost savings and conversion rates. The result? A fully outsourced GTM function that accelerates revenue growth without the need for costly internal hires or ineffective agencies.

Don’t Wait Until It’s Too Late

The reality is simple: a scalable GTM engine isn’t a luxury—it’s a business imperative. Whether you want to exit, attract investment, or simply break through a growth ceiling, your firm must transition from a founder-driven model to a process-driven one.

Unlock Sustainable Growth: The Time to Act is Now

• Are your processes truly scalable and repeatable?
• Will your GTM function still succeed after you step back?
• If not, it’s time to change.

You have three choices: build it yourself, hire the right team, or partner with an expert. But doing nothing is no longer an option.

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Dear Mid-Market Services Firms: Narrow Your ICP, or Accept Your Fate

If you run a services firm, there’s a good chance your Ideal Customer Profile (ICP) is too broad—and it’s quietly sabotaging your growth.

This trap is all too common in founder-led boutique consultancies. Many founders started scrappy, building a business with a sharp focus. They weathered market swings and lean times by taking on generalist staffing work—think plugging IT gaps or providing temp project managers. Over time, that revenue grew, maybe even becoming half the business. It’s not all bad: it can secure client MSAs to upsell, fund solution R&D, and keep cash flowing. But here’s the catch—it’s also a giant distraction. It clouds your firm’s true focus, dilutes your positioning, and forces offerings into vague, buzzword-heavy territory. Sales gets confused about what to prioritize if compensation isn’t aligned, and soon you’re competing on price with commoditized staffing firms charging a fraction of your rates. Sound familiar?

I’ve Been There

This isn’t just theory—I’ve lived it. I’ve felt the resistance to refocusing an ICP when revenue hits a comfortable level. It’s tough to let income dip temporarily to regroup, refine, and reposition. But dodging that choice is what sends firms sideways instead of forward. It starts with client attrition, then a stagnant pipeline, and eventually, key employees bail out of frustration. I’ve seen it play out too many times: firms flounder because they won’t define a tight ICP, wrecking their go-to-market strategy before it even begins. At Trelliswork, we’re obsessed with this because we know everything hinges on a clear ICP. Skip it, and no fancy tech or marketing budget will save you.

Generalists Are Invisible

Broad, catch-all service labels like “digital transformation” don’t cut it anymore. In today’s crowded market, they’re not differentiators—they make you invisible. Clients don’t want generalists; they want specialists.

Take a firm that started with a narrow retail analytics ICP but took on generic IT staffing during a slow year. Five years later, they’re losing deals to low-cost giants like Randstad or global outsourcers, wondering how they got stuck in a price war. That’s the fate of an unfocused ICP.

Why Specialization Wins

Narrowing your ICP isn’t just a buzzword—it delivers results:

1. Clarity in Focus & Positioning – A tight ICP sharpens your story. Compare “We help businesses with digital transformation” to “We help mid-market healthcare firms streamline patient data systems for compliance and efficiency” or “We help fintech startups accelerate customer onboarding with automated workflows.” Which one grabs attention?
2. Stronger Marketing & Content – A broad ICP leads to generic, forgettable content. Focus lets you zero in on your ideal client’s pain points—think whitepapers on HIPAA compliance or blog posts on fintech scaling woes—making your marketing hit harder.
3. Higher-Value Clients & Better Close Rates – A clear ICP attracts clients who need exactly what you offer. Less persuading, more closing deals with prospects who already get your value.
4. Increased Pricing Power – Specialists charge more. When you’re the go-to expert in a niche, clients pay a premium for your expertise. If you’re facing pricing pressure, it’s a sign your differentiation’s gone soft.

The Hard Truth: The Game’s Changed

I get why firms cling to a broad ICP—it worked before. Staffing gigs kept the lights on, landed MSAs, and opened cross-sell opportunities. But that steady revenue? It’s a short-term crutch that erodes your long-term edge. The market’s shifted, and today’s game demands an ultra-tight ICP and laser-focused positioning. Fix that before you waste time tweaking marketing or chasing a flat pipeline.

How to Start Narrowing Your ICP

Ready to refocus? Here’s how to kick things off:

• Audit Your Clients: Look at your last 10-20 clients. Which ones were most profitable and aligned with your strengths? That’s your clue.
• Test a Niche: Pick a segment—say, mid-market manufacturers—and target them with tailored content and outreach for 90 days. Track the response.
• Align Sales: Tweak incentives to reward your core offering over staffing revenue. Clarity starts with what you pay for.

The firms crushing it today aren’t the ones doing everything—they’re the ones owning a niche so well they’re the obvious choice.

Your Move

Take 5 minutes today: Write down the one industry or problem your firm solves better than anyone else. That’s your starting point. Is your firm focused enough to win, or are you still playing yesterday’s game? Specialization isn’t optional—it’s survival.

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Rethinking Go-to-market Roles.

For years, your company's growth has been fueled by the founder's vision and personal network. But now, as a mid-market B2B in manufacturing, managed IT services, or professional services, you're likely facing a common challenge: growth stagnation. Referrals and repeat business are no longer enough to hit ambitious revenue targets. Customer expectations are evolving, competition is fiercer than ever, and the pressure to leverage the latest technologies – especially AI – is mounting. To break through this plateau, you need a structured, scalable, and modern approach to revenue operations: GTM Engineering.

We’ve been watching the conversation around GTM Engineering grow, and we particularly appreciate insights from industry leaders like Clay, who emphasize its natural synergy with Revenue Operations (RevOps). Think of RevOps as the essential foundation – providing the data infrastructure and processes you need. GTM Engineering, then, is the architect and builder, applying cutting-edge tooling, AI-driven automation, and data-backed experimentation on top of that foundation. Together, they empower businesses like yours to rapidly iterate and refine your go-to-market strategies with unprecedented speed and precision.

Understanding GTM Engineering: Beyond Traditional Sales & Marketing Operations

GTM Engineering is more than just a new job title. It's a an appreciation of what modern go-to-market performance demands to be effective in today's AI-enabled, technically inclined, and fragmented world of growth marketing. Unlike traditional marketing and sales operations, which often rely on manual processes and intuition, GTM Engineering is built on a foundation of data and experimentation. It's about enhancing customer acquisition, boosting sales efficiency, and accelerating revenue growth through intelligent automation and data-driven insights. It requires technical abilities from API integrations, to low-code scripting, no-code workflows, and increasingly complicated orchestration.

Not Your Typical Marketing Manager

Today's technology-forward marketing specialist needs to be grounded in customer empathy and growth strategy, yet fluent in systems thinking.

Technology has been making its way into the sales and marketing world for decades, but until recently, the demands of the core function of marketing have largely remained unchanged. This is changing with the degree of technical integration, automation, and AI-enablement that's taking the marketing and sales operations landscape by storm. It's no longer about drafting social media posts, email newsletters, and campaign strategy. It's increasingly about doing all of these things and more, automated, with a smaller, scrappier, tech-enabled team. For example, a typical set of weekly tasks for marketing now include:

• Workflow Automation & Scripting: Streamlining repetitive tasks across your sales and marketing workflows. Imagine automating quote follow-ups for your manufacturing sales team or personalizing onboarding sequences for your managed IT service clients – freeing up valuable time for higher-value interactions.
• AI & Data Enrichment: Enhancing customer understanding and lead scoring with the power of AI. This means moving beyond basic demographic scoring to AI-powered predictive lead scoring, identifying your hottest prospects with far greater accuracy.
• Scalability & Experimentation: Rapidly testing new sales and marketing tactics, optimizing performance based on real-time data, and quickly iterating to find what truly moves the needle for your specific industry and customer base.

This isn't to say that marketing or sales are dead of course. Rather, they're both changing dramatically, and businesses need to recognize the change that's needed in their existing workforce to navigate and embrace this change to ensure they have the organization they need for future, competitive growth.

What about RevOps?

Peanut butter and jelly. GTM Engineers and Revenue Operations specialists are the superhero duos that will define the modern growth marketing organization. Let's look at Revenue Operations (RevOps) in more detail before connecting the dots. Simply put, RevOps provides the critical infrastructure for an efficient go-to-market motion. If you're already using HubSpot (or a similar CRM), you're likely familiar with the promise of RevOps. It's about aligning sales, marketing, and customer success by establishing:

• A Unified Data Infrastructure (Often Built on HubSpot): Ensuring all your revenue teams are working from the same single source of truth.
• Structured Pipeline, Forecasting, & Reporting: Providing clear visibility into your sales pipeline and reliable revenue projections.
• Operational Consistency: Establishing repeatable processes that support sustained, long-term revenue growth.
• Seamless Cross-Functional Collaboration: Breaking down silos and fostering alignment between sales, marketing, and customer success teams.
• Continuous Performance Tracking & Optimization: Utilizing robust analytics and KPIs to monitor and improve performance.

While RevOps enhances operational efficiency, it often falls short in driving innovation and unlocking truly scalable growth. It won’t solve founder-led growth challenges or guide AI adoption on its own. This is where GTM Engineering becomes essential.

At Trelliswork, we take an intentional approach to building a revenue engine—one that embeds repeatable processes and workflows into the fabric of your operations. This is where GTM Playbooks live. Our RevOps foundation is designed to make it easier for teams to manage and execute these playbooks, ensuring growth is structured and scalable. Through our managed service, we provide the guardrails your business needs to accelerate growth—without getting lost in orchestration. Ultimately, there's a system we're putting in place, so you don't have to. It starts to look like this:

RevOps & GTM Engineering: Connecting the Dots

GTM Engineering builds directly upon your RevOps foundation, injecting new AI-powered tools, intelligent automation, and data-driven experimentation strategies to ignite revenue growth. More than anything, these two functions perfectly complement one another in a modern growth organization.

At scale, this coordination between function is what makes it possible to move beyond coordinating, strategizing, and simple talking about growing the business, and actually putting plans into motion that build on one another, not compete for resources and data in organizational siloes. This is how companies:

• Move Beyond Founder-Led Leads with AI-Powered Lead Qualification: Stop relying solely on personal networks and referrals. GTM Engineering leverages AI to dynamically score and prioritize leads based on a much wider range of data points, identifying high-potential prospects you might otherwise miss. Imagine your sales team focusing only on the warmest, most qualified leads, dramatically improving efficiency and conversion rates.
• Scale Personalization with Dynamic Sales Engagement Automation: Move beyond generic outreach. Implement AI-driven automated outreach and follow-ups triggered by individual prospect behavior. For example, automatically nurturing leads who engage with specific content on your website or downloading key resources. This level of personalization at scale was simply impossible before AI-powered GTM Engineering.
• Agile Growth with Real-Time GTM Adjustments: Static strategies are a recipe for stagnation. GTM Engineering enables agile adjustments to campaigns and sales strategies based on live performance data. If a particular marketing campaign for your managed IT services isn't performing, AI-driven insights can quickly pinpoint the issue and recommend real-time adjustments, maximizing your ROI.
• Optimize Your Underutilized HubSpot (or CRM): Stop letting your CRM become shelf-ware. GTM Engineering provides the strategies and AI-powered automations to finally unlock the full potential of your HubSpot investment, transforming it into a powerful engine for growth and sales & marketing alignment.

By integrating GTM Engineering into your RevOps framework, your mid-market B2B company ensures you're not just operating efficiently, but also continuously learning, adapting, and evolving your revenue generation approach to stay ahead of the curve – and finally break free from founder-led growth limitations.

The Business Case for GTM Engineering in Mid-Market

For companies like yours, GTM Engineering isn't just a "nice-to-have" – it's a game-changer and a competitive imperative. You likely lack the vast internal resources of enterprise giants, making agile, scalable go-to-market strategies absolutely essential for sustained success. The key benefits are clear:

• Accelerated, Scalable Growth: Faster iteration cycles mean quicker identification of what resonates with your target market and what doesn’t.
• Dramatically Improved Sales & Marketing Efficiency: AI-powered automation slashes manual effort, freeing up your sales and marketing teams to focus on high-value activities like building relationships and closing complex deals. Managed IT service providers are leveraging GTM Engineering to reduce sales cycle times by as much as 20%, allowing them to onboard new clients faster and drive revenue growth.
• Gain a Critical Competitive Edge: In today’s dynamic market, businesses that continuously experiment and refine their GTM motions through data and AI will consistently outperform those clinging to outdated, static strategies.
• Stronger Sales & Marketing Alignment: GTM Engineering acts as the bridge, ensuring sales, marketing, and RevOps teams are unified around a data-driven, AI-powered approach to revenue generation, eliminating silos and maximizing impact.

Implementing GTM Engineering: A Hands-On Approach

At Trelliswork, we understand that adopting GTM Engineering can feel daunting, especially when you're already stretched thin. That’s why we offer a managed service solution specifically designed for mid-market B2B companies like yours. We provide a structured, phased approach to adopting GTM Engineering without the massive investment and risk of building an in-house team from scratch. Our approach helps you:

• Implement Tailored GTM Engineering Strategies: We deploy proven, AI-powered playbooks specifically designed for your industry and business goals. This includes implementing AI-driven lead scoring playbooks, dynamic sales engagement sequences, and real-time campaign optimization dashboards.
• Optimize Your Core Revenue Processes: We seamlessly align GTM Engineering with your existing RevOps framework (often built on HubSpot) to maximize efficiency and data utilization.
• Transition to Sustainable Self-Sufficiency: Our goal isn't just short-term gains. Over time, we guide your internal teams in taking ownership of these GTM Engineering functions, empowering you to operate with a stronger, more adaptive GTM framework long-term.

This phased, hands-on approach ensures your company can adopt GTM Engineering with minimal disruption and risk, while rapidly unlocking significant revenue potential and building a future-proof growth engine. And remember, the whole point is to build repeatable growth systems, which keeps your teams out of the never-ending busywork that consumes traditional growth teams. Your go-to-market needs outputs to drive results, not death by coordination and strategy meetings.

The magic happens when you intentionally engineer the conditions for an AI-enabled growth strategy. Here's a more tactical example of what that starts to look like at scale. RevOps and GTM Engineering functioning in concert to enable the growth functions you need, powered by a catalog of playbooks under the surface to make it all seem easy.

Ready to Re-Engineer Your Revenue Growth?

The convergence of GTM Engineering and RevOps isn't just a trend – it's the future of sustainable revenue growth for mid-market B2B companies. As you navigate an increasingly complex and AI-driven go-to-market landscape, adopting a structured yet agile and intelligent approach is no longer optional, it's essential for survival and success.

Is your company stuck in founder-led growth and unsure how to leverage AI for revenue acceleration? Let Trelliswork show you the practical, AI-powered path to scalable, sustainable revenue growth. Get in touch for a free GTM assessment today to get started.

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The Case for Starting Fresh

When two organizations merge—especially in managed services—one of the most challenging hurdles is blending their Go-To-Market (GTM) strategies. Often, the organizations have complementary offerings but very different mindsets when it comes to content, technology stacks, and processes. This disjointedness can lead to inefficiencies and missed opportunities, especially when manual work is running the show.

Instead of forcing a fit between two imperfect approaches, there may be a better solution: starting fresh. A clean slate provides a rare opportunity to rebuild a unified GTM strategy from the ground up—one that’s better equipped to support the combined organization’s goals.

Clean Slate = New Opportunities

Merging two organizations is often clouded by the history of each—legacy systems, processes, and cultural narratives. The temptation is to try to merge old systems, but this can bring more baggage than it's worth. Starting fresh allows you to design a GTM strategy for the future rather than forcing outdated approaches onto a new reality. This approach removes any cynicism that might arise from the merger, allowing you to focus purely on growth.

Embracing a fresh start can also be a catalyst for reimagining how work is done within the newly streamlined organization. Rethinking operational functions like GTM and revenue operations is crucial, especially with advancements in AI and automation making transformational change more achievable.

Rebuilding a Stronger GTM Strategy

A rebuild gives you the opportunity to create a more intentional, future-proof GTM strategy. Instead of merging two outdated strategies, you can design a new approach that’s aligned with the business's vision and the combined audience’s needs.

1. Focus Your Ideal Customer Profile

The first thing to revisit post-merger is your Ideal Customer Profile (ICP). A merger often requires a refreshed or more refined ICP that aligns with the combined offerings. Buyer personas that worked individually may not fit the new entity, so refining them is crucial to drive targeted marketing and sales efforts.

2. Create Authentic Content

Each organization likely has its own content strategy, but how authentic is that content to the combined audience? Content that worked for one company may not resonate with the unified buyer. Now is the time to rethink content—ensuring it directly addresses the needs and challenges of the new audience.

When refining your content strategy, focus on the brand persona that best represents the merged organization. If one entity has a more defined and impactful brand identity, it might make sense to model the content strategy around that persona. This isn’t just about recognition—it's about delivering content that reflects the true essence of the new organization.

Leveraging AI tools like Jasper can help scale content creation. These tools allow you to input your brand's tone and style, streamlining the process of aligning content with your new identity.

3. Build in Automation

Post-merger, one of the most effective ways to break down silos is adopting automation by default. Too often, manual processes become ingrained, leading to inefficiencies. In GTM, relying on manual work causes delays and bottlenecks that ultimately hurt performance.

Automating processes—from lead scoring to sales outreach—saves time and creates smoother workflows between sales, marketing, and customer success teams. Automation is a forcing function for efficiency and ensures cross-departmental alignment. It also enables scalability by reducing reliance on tedious, repetitive tasks.

4. Audit your Legacy Tooling

One of the biggest post-merger opportunities is reviewing and streamlining operational expenses (OpEx). Companies often inherit a bloated tech stack filled with underutilized tools. Evaluating your sales and marketing tech stack provides a perfect opportunity to eliminate outdated systems and adopt modern, flexible platforms that better serve the combined organization.

One company we worked with was spending $25k/year on a sales prospecting tool, yet only one of the eight paid seats was being used. Worse, the employee who initially implemented the software had left the company six months prior. This scenario is common in post-merger organizations, where unused or redundant tools lead to unnecessary expenses. Cutting underutilized tools can free up budget and resources for more impactful investments.

How to get started on this one? You could schedule a meeting with every manager, ask them to send in their SaaS tools they can't live without, provide written justification, manage exceptions, and create a whole process. A faster way: cycle the corporate credit card. The tools your teams really need bubble to the top real fast. One company we worked with had a dedicated corporate card for only SaaS subscriptions, making it super easy to manage and keep controls on.

5. Think Revenue Operations

When rebuilding your GTM strategy, think of it as constructing a revenue operations ecosystem. This means selecting tools and technologies that integrate seamlessly to create an efficient workflow across sales, marketing, and customer success. A flexible ecosystem of "agents" (tools, processes, and people) ensures alignment on revenue goals and drives scalable performance.

Rather than merging two outdated systems, focus on building a new infrastructure that supports the merged organization’s goals.

Time to Start Fresh?

Merging organizations presents a unique opportunity to rethink and rebuild your GTM strategy for the future. Rather than forcing together two misaligned approaches, starting fresh creates a more unified, scalable, and effective strategy. By narrowing your ICP, refining your content, automating processes, cutting operational costs, and building an integrated tech ecosystem, you can develop a GTM strategy that propels the combined organization toward long-term success.

We’re Here to Help

Are you ready to rebuild your GTM strategy post-merger? Reach out today, and let’s discuss how we can help you build a streamlined, automated revenue operations framework designed for your future success.

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