FAQs

What is a GTM audit for startups?

A GTM (go‑to‑market) audit is a structured process to evaluate and optimize your startup’s go‑to‑market engine—from defining your ideal customer to aligning sales and marketing, refining messaging, streamlining tech stacks, and tracking performance—so you can uncover blockers, drive quick wins, and establish sustainable growth systems.

What are the key steps in a GTM audit?

Our 7‑step GTM Audit Framework includes:

  1. ICP Validation – Identify, rank, and validate customer segments via interviews.

  2. Value Prop & Messaging – Refine problem/solution fit and align messaging.

  3. Channel & Demand Assessment – Analyze lead sources and performance metrics.

  4. Sales–Marketing Alignment – Audit lead handoffs and SLAs.

  5. Process & Tech Review – Map workflows and evaluate your martech stack.

  6. Metrics & Reporting – Align KPIs and audit dashboards.

  7. Quick Wins & Roadmap – Define top fixes and a prioritized 6‑month plan.

Why is validating my Ideal Customer Profile (ICP) important?

Validating your ICP ensures you focus on segments with the highest potential—by revenue, ease of sale, and strategic fit. By conducting quick buyer interviews, you also align your messaging to real pain points and buying criteria.

How do I align messaging with customer language?

We compare your website and sales decks with actual customer phrasing uncovered in interviews. The process identifies 3 power words that resonate most, ensuring your messaging truly connects with buyers.

Which metrics should I track in a GTM audit?

Key metrics include:

  • CPL (Cost per Lead)

  • MQL → SQL conversion rates

  • CAC payback period

  • Pipeline velocity
    You’ll identify your top-performing and underperforming channels to optimize marketing spend.

How does the framework improve sales–marketing alignment?

By tracing 5 recent deal cycles, we reveal handoff delays, cadence gaps, and messaging mismatches. We also audit SLAs and set up regular win/loss debriefs and joint pipeline reviews to ensure smooth collaboration.

Why review my tech stack and workflows?

Mapping your end-to-end lead flow (acquisition → qualification → close → expansion) highlights manual handoffs and missing automations. Reviewing your CRM, marketing automation, analytics, and chat tools ensures full integration and optimal use.

What makes Wags Consulting different from other SaaS marketing consultants?

Answer: At Wags Consulting, we don’t just run campaigns—we build scalable go-to-market engines. Unlike agencies that focus narrowly on paid ads or content, we combine product marketing, demand generation, sales enablement, and growth strategy into a holistic framework. This allows SaaS startups and growth-stage companies to increase pipeline, reduce churn, and drive valuation growth—all with a proven track record of exits and funding milestones.

What industries or verticals does Wags Consulting specialize in?

Answer: We specialize in SaaS, fintech, healthtech, and AI-driven platforms, but our frameworks work across B2B technology markets. Whether you’re preparing for a funding round, entering a new vertical, or repositioning against competition, we tailor strategies that accelerate adoption and revenue.

How does fractional CMO support work at Wags Consulting?

Answer: Fractional CMO engagements allow startups to get executive-level marketing leadership without the cost of a full-time hire. We set vision, build the GTM strategy, lead execution, and often mentor in-house teams. Typical outcomes include clearer positioning, faster sales cycles, and stronger investor confidence.

What growth strategies does Wags Consulting use for SaaS startups?

Answer: Our growth playbook combines:

  • Product-Led Growth (PLG) strategies to reduce CAC

  • Demand generation & ABM for enterprise traction

  • Sales enablement & trust-building frameworks (like MEDDICC)

  • Strategic partnerships & channel expansion to accelerate reach
    This layered approach drives both short-term revenue and long-term enterprise value.

Can Wags Consulting help prepare my company for fundraising or acquisition?

Answer: Yes. We’ve helped companies raise Series B–D rounds and secure exits by repositioning their offerings, building investor-ready GTM stories, and creating the traction metrics VCs and acquirers care about. We focus on making your marketing engine a core part of valuation growth.

What is your process for building a SaaS go-to-market (GTM) strategy?

Answer: Our process includes:

  1. ICP + persona validation

  2. Competitive intelligence and positioning frameworks

  3. Messaging that resonates with both buyers and investors

  4. Channel mix design (inbound, outbound, partnerships, PLG)

  5. Execution + sales enablement alignment
    This ensures every dollar spent on growth is strategic, measurable, and scalable.

How do you measure success in product marketing and growth consulting?

Answer: We look at leading indicators (pipeline velocity, CAC payback, expansion revenue) and lagging outcomes (ARR growth, retention, NRR, valuation lift). Our aim is to prove ROI fast—most clients see measurable impact within the first 90 days.

Does Wags Consulting work with early-stage startups or only growth-stage companies?

Answer: Both. Early-stage companies hire us to establish their first GTM foundation, while growth-stage clients bring us in to scale demand gen, reposition for enterprise, or prep for funding rounds and exits.

Can you give examples of past success stories?

Answer: Yes. Highlights include:

  • At DocuSign, we led product marketing strategy during a critical funding round, repackaged solutions into vertical-specific offerings, and drove triple-digit MRR growth.

  • For a healthtech SaaS, we built the GTM playbook that secured major MSO adoption and Series B investment.

  • For a fintech startup, we designed the PLG engine that doubled users in under 6 months.

How do you use AI in go-to-market and marketing strategy?

Answer: We implement AI across the GTM stack—automating content creation, sales enablement, ICP validation, and pipeline forecasting. More importantly, we help startups adapt to an AI-driven search world (GEO vs SEO) so they stay discoverable in Google SGE, ChatGPT, and other AI engines.