GTM Strategy
Why Most GTM Transformations Fail Before They Start
The problem isn't the playbook; it's the foundation. Most GTM transformations fail because companies try to optimize a motion that was never correctly designed.
Read the article →For CROs, VP Sales, and CMOs at B2B companies
Your pipeline looks full.
So why are deals dying in committee?
Your team is busy. Activity metrics look fine. But win rates are sliding, deals stall at Stage 3, and your board meeting is in six weeks. We fix broken GTM motions in 90 days. Senior operators only. No junior staff.
125+
B2B Engagements
250+
Years GTM Experience
15+
Senior Practitioners
10,458
GTM Professionals Trained
Who We Work With
Sound Familiar?
These are the conversations we walk into every week. If you recognize yourself, we should talk.
CRO
"The board wants answers on pipeline. I don't have them yet."
Pipeline coverage looks fine on paper, but your win rate tells a different story. You suspect the whole motion is off. We diagnose where deals actually break down and rebuild the system in 90 days.
See how we work →VP Sales
"My reps are busy. But deals keep stalling at the same stage."
Activity is up. Results aren't. Your forecast is a guess. We rebuilt the sales process at Nerdio and watched their team grow 5x. Same methodology, applied to your motion.
See how we work →CMO
"Marketing is generating leads. Sales says they're garbage."
Your ABM program looks great in the dashboard. But pipeline from marketing-sourced deals converts at half the rate. The problem isn't the leads. It's the handoff, the ICP definition, or both. We figure out which.
See how we work →VP Customer Success
"Churn is up and expansion is flat. My team is reactive."
Your CSMs are firefighting, not driving expansion. No health scoring that means anything. No playbook for renewal conversations. We build the system that shifts CS from cost center to revenue driver.
See how we work →VP Channel
"We have 200 partners. Maybe 15 actually produce revenue."
Your partner program looks good on paper. Enablement exists. But referral quality is low and partner-sourced pipeline barely moves. We built the GSI activation system for IGEL that lit up partner engagement at their Americas Sales Kick-Off.
See how we work →CEO / Founder
"We raised the round. Now we need the GTM to actually work."
You have product-market fit but your revenue engine doesn't scale. Hiring more reps isn't the answer if the motion underneath them is broken. We helped Pigment scale their North America sales messaging against Anaplan and Oracle.
See how we work →What We Actually Do
Three Things. Done Right. In Order.
Most firms do one of these. We do all three because they don't work in isolation.
GTM Assessment and Strategy
Before: "We think it's a pipeline problem."
After: "60% of our pipeline was in the wrong ICP segment."
We audit your pipeline, ICP, and motion. Then redesign the architecture. In company after company, 40-60% of pipeline sits outside the real ICP. The fix isn't more pipeline. It's rebuilding what counts as pipeline.
- →GTM Inflection Sprint
- →Ideal Customer Profile & Segmentation
- →Revenue Architecture Design
Revenue Enablement & Curriculum
Before: "The SKO was great. Reps forgot it by February."
After: "New reps onboard in half the time."
Training that changes behavior, measured at 30/60/90 days. Not inspiration. Executable skills for Sales, Marketing, CS, and Channel. Built around the GIVE framework so it connects to how your team actually sells.
- →Modern Revenue Curriculum
- →SKO Design & Facilitation
- →Tradeshow & Event Enablement
- →Custom Learning Tracks
AI-Powered Execution
Before: "We bought 4 AI tools. Nobody uses them."
After: "Reps prep for calls in 3 minutes instead of 30."
We don't sell AI tools. We build custom micro-tools tuned to your ICP and sales motion. Prospecting, call prep, competitive intel. Tools your team uses tomorrow morning, not tools they forget next week.
- →AI Readiness Workshop
- →Custom AI Micro-Tools
- →GTM AI Readiness Assessment
- →Team AI Adoption Coaching
Why Deals Really Die
Your Pipeline Coverage Ratio
Is Probably Lying to You
Most revenue leaders track pipeline coverage as a multiple of quota. 3x coverage, you're in good shape. Here's what that number hides.
The ICP Problem
40% of Your Pipeline Is in the Wrong Segment
If 40% of your pipeline is outside your real ICP (it usually is), your actual coverage is 1.8x, not 3x. We've seen this in company after company. The fix isn't more pipeline. It's rebuilding what counts as pipeline.
The Timing Problem
Your Reps Are Counting Deals That Won't Close This Quarter
Average deal cycle is 120 days. But reps count opportunities created 30 days ago. That's forecasting fiction. GIVE addresses this through the Value layer: quantifying cost of inaction so deals move on the buyer's timeline, not yours.
The Qualification Problem
Your Win Rate on Big Deals Is Half Your Win Rate on Small Ones
If your win rate above $100K is half your win rate below $50K, you don't have a pipeline problem. You have a qualification problem. The GIVE framework's Empowered Buyers layer fixes this by equipping champions to sell internally without you in the room.
We've diagnosed this pattern in 125+ engagements. The fix is never "more pipeline." That's what the GTM Inflection Sprint does.
See How GIVE Works →Named Clients. Real Results.
What Happened After We Left
Sales team grew 5x
Revenue Innovations shifted our team from technical selling to strategic selling. The CRO called it an epic year. We didn't just change the pitch. We changed how the entire org thinks about deals.
A game-changer for our revenue team
Your engagement was a game-changer for us. The results of your approach were on point and precisely what we needed. Trusting the process was an investment that paid off exceptionally well.
Differentiation that matters
This was an awesome exercise to provide a differentiation-type foundation for what makes a Pigment stand out in the market compared to legacy solutions. It also builds a strong relationship and credibility with our prospects.
Increased cross-sell participation across business units
RI designed our cross-sell program and changed how our business units refer opportunities to each other. Participation and referral quality both went up. That's hard to do at our scale.
See It In Action
What It's Like to Work With Us
Senior operators. Real GTM problems. Here's what the work actually looks like.
Is Your GTM Engine Ready for What's Next?
Take the free 5-minute assessment and get a personalized score across 5 GTM dimensions: strategy, execution, AI readiness, enablement, and leadership alignment.
The Team
We've Done This. Not Just Studied It.
Every partner at RI has carried quota, led a revenue org, and been accountable for a number. Richard built and led enterprise sales teams. Heather has run a portfolio of businesses and raised funding. Tim redesigned sales processes at scale. Joel builds AI tools that reps actually use.
- → Pigment, Nerdio, Trinity Industries, TELUS, and 125+ other B2B engagements
- → 15+ senior practitioners, no junior staff, ever
- → Proprietary GIVE methodology developed from real-world patterns
The RI Difference
Why Revenue Leaders Come Back
Satisfaction
90%+ of Clients Rehire Us
Most consulting firms measure satisfaction with surveys. We measure it with repeat business. Nine out of ten clients come back because what we built the first time actually worked.
Tailored Programs
No Off-the-Shelf Playbooks
Every engagement is custom. We start with your ICP, your team, your motion, not a template from a previous client. The GIVE framework adapts to your context.
Unbiased Guidance
We Don't Sell the Tool
We have no financial relationships with software vendors. Our only incentive is your revenue outcome. That's a rare thing in GTM consulting.
Results Focus
Outcomes, Not Activities
We measure success the way you do: pipeline, conversion, retention, revenue. Every engagement is designed around a specific, measurable outcome.
Latest Insights
Thinking From the Front Lines
These are practical frameworks and observations from 125+ actual GTM engagements.
AI & Revenue
AI Won't Save a Broken Sales Process
Revenue leaders are being sold AI tools as solutions to process problems. The tools are real, but the sequencing is wrong. Strategy first, then amplification.
Read the article →Enablement
The SKO That Actually Changed Behavior
Most SKOs are expensive morale events. Here's the design framework we use to build kickoffs that produce measurable behavior change in the first 30 days back.
Read the article →Honest Expectations
We're Not for Everyone. That's the Point.
If you're looking for a consultant who will agree with your CEO's pet theory about why pipeline is soft, we're not it.
If your org has hired three GTM consultants in two years and none of their recommendations stuck, the problem might not be the consultants. We'll tell you that in the first meeting.
If you want a slide deck and a handshake, we don't do that. We embed, we build, we leave you a system that runs without us.
If that's the kind of partner you want, let's talk.
Let's Connect
30 Minutes.
Just an Honest Conversation.
Tell us what's broken. We'll tell you if we can fix it. If we're not the right fit, you'll still leave with a few actionable takeaways. That's how this works.