Place logo-gtm.png in this folder. Go-to-Market (GTM)
for B2B Tech

A preview of Revenue Span, our core program

The 120-Day
Revenue System.

Reach and win the customers beyond your network.

Welcome — we'll be speaking soon. Take five minutes to preview this before our call. Revenue Span is a 120-day program for founder-led B2B tech companies ready to reach and win customers beyond the relationships that created their early growth.

You have a product customers value and a team that can help it grow. Yet too many new opportunities still start with someone the founder knows — while the founder is also building the company, leading the team and often raising capital. We work alongside you to find the next buyers, make your value clear to them, and build a connected marketing and sales approach your team can run.

Book a GTM conversation Explore how the program works
Revenue Span program: Beyond the Network. Reach buyers you have not met yet.

When the first route to market has taken you as far as it can

From founder relationships to a sales route your team can run independently.

Early sales often come from conviction, introductions and the founder's direct involvement. Those strengths still matter. The challenge is that buyers outside your network do not yet know why they should speak with you, and the team needs more than a list of activities to create and progress those conversations.

Revenue Span helps you make deliberate choices about whom to reach next, how to earn their attention, what turns interest into an opportunity, and who owns each step. The aim is a stronger qualified pipeline and a commercial capability that grows with the company.

120 days
GTM leadership + hands-on execution
3 milestones
Positioning · Sales system · GTM execution
Tailored
Sequenced to your growth constraint

Who the program is for

Proven product. Ready for new buyers.

Founder-led B2B tech and SaaS companies with a proven product and early customer traction. You have a small commercial team, or people already contributing to sales and marketing, and the ambition to grow beyond referrals and founder relationships. You want experienced GTM leadership that also helps put the work into practice.

What we build together

Reach the next buyers.

Identify the most promising buyer group beyond your existing network, clarify the buying roles and select a realistic route to those people.

Turn interest into opportunities.

Sharpen the story, customer proof, commercial pages and sales messages. Connect demand generation with qualification and timely follow-up.

Give the team a way to grow.

Translate founder knowledge into shared decisions, materials, ownership and working rhythms. Keep the founder involved where their expertise makes the difference.

Month 1
01

Diagnose & Begin.

Review. Prioritise. Start.

The same for both scopes. We agree the main commercial priority and start useful work straight away.

Outcome
One agreed commercial priority, a clear plan for the months ahead, and the first improvements already in motion.
What we do together
  • Review your customers: how your early customers found you, and why they chose you.
  • Assess buyer access beyond the founder network, current leads, and where sales conversations stall.
  • Review positioning, commercial pages and sales materials against what your next buyers need to hear.
  • Assess team capacity: who contributes to sales and marketing today, and what they need.
  • Select the priority buyer group and a realistic route to reach them (with the buying roles mapped).
  • Map several buyer groups and growth motions to progress in parallel. Tier 2
Deliverables
  • Commercial assessment with the agreed main priority.
  • Priority buyer group and buying-role map.
  • Program plan: sequence, owners and measures for Months 2 to 4.
  • First practical improvements, already live.
Month 2
02

Position & Prepare.

Story. Proof. Assets.

Main focus: clear market positioning. Tier 1 builds this for one buyer group; Tier 2 for several.

Outcome
A story your next buyers understand — and the assets your chosen route needs to earn their attention.
What we do together
  • Sharpen the story and value for the priority buyer group and each buying role.
  • Build customer proof from existing clients (case studies, references, results).
  • Update priority website and commercial pages.
  • Develop founder thought leadership where the founder's expertise makes the difference.
  • Prepare targeting, outreach messages and sales materials for the chosen route.
  • New account research and enrichment across additional buyer groups. Tier 2
Deliverables
  • Messaging framework for each buyer group and role.
  • Customer proof assets.
  • Updated priority pages and sales materials.
  • Target account list and outreach messages, ready to activate.
Month 3
03

Activate & Convert.

Reach. Qualify. Follow up.

Main focus: a repeatable sales system that turns interest into qualified opportunities.

Outcome
Your chosen route to market in use — with clear ownership of every step from first contact to opportunity.
What we do together
  • Put the chosen route to market into use (e.g. targeted outreach, lead capture, partnerships or events).
  • Support outreach and conversion alongside the people responsible.
  • Define qualification criteria and timely follow-up.
  • Set up the CRM handoffs between marketing and sales.
  • Run ongoing tailored outreach and several connected programs, coordinated by a dedicated marketing manager. Tier 2
Deliverables
  • Activation program live for the priority buyer group.
  • Qualification criteria and follow-up process.
  • CRM handoffs and pipeline stages agreed with the team.
  • Deeper CRM coordination across programs. Tier 2
Month 4
04

Improve & Embed.

Review. Refine. Hand over.

Main focus: integrated GTM execution — marketing and sales working as one connected approach.

Outcome
A connected marketing and sales approach your team can run, with the founder involved where they make the difference.
What we do together
  • Review what is producing qualified conversations, and what is not.
  • Refine messaging, targeting and process with the people responsible.
  • Translate founder knowledge into shared decisions, materials and ownership.
  • Set the working rhythms your team keeps after the program.
  • Compare results across buyer groups and programs, and focus effort where it converts. Tier 2
Deliverables
  • Review of qualified pipeline against the agreed measures.
  • Documented GTM playbook: decisions, materials, owners and rhythms.
  • Forward plan for the next quarter.
  • Cross-program summary and priorities. Tier 2

The work follows your growth constraint

Chosen for where growth is stuck.

Depending on where growth is stuck, the program may include any of the work below. We choose the connected work that will help your next buyers find you, understand you and move forward. The agreed scope determines how many priorities we can run in parallel.

ICP and buyer research
Positioning
Founder thought leadership
Priority website pages
Customer proof
Targeted outreach
Lead capture
Sales materials
Qualification
CRM handoffs
Partnerships
Events
Tier 1 One priority buyer group and one connected route to new customers.
Tier 2 Several buyer groups or growth motions, progressed together.
20years

Experience behind the work

Strategy, and the hands to carry it out.

Adrijana brings 20 years of marketing and commercial growth experience across B2B technology and other complex markets. Her work combines market choices, buyer messaging, demand generation, sales enablement and hands-on leadership with the people who will carry it forward.

See two current engagements

Current client engagements

From strong products to repeatable go-to-market systems.

Two current engagements show how GTM Advantage works in practice: identify what is restricting growth, establish a shared commercial direction, and then build the messaging, processes and market activity needed to create demand.

Aerospace AISwitzerland

Building market credibility around trustworthy aerospace AI.

A differentiated AI platform for aerospace engineering and certification, with deep technical expertise and strong early customer relationships. The next challenge was commercial: a clear market position, external credibility and a coordinated approach to product marketing, customer evidence and demand generation.

Product story + customer evidence + founder visibility + industry recognition + market activation

The starting point

Xcert AI had developed a differentiated AI platform for aerospace engineering and certification, supported by deep technical expertise and strong early customer relationships.

The next challenge was commercial: translating complex capabilities into a clear market position, establishing external credibility and creating a coordinated approach to product marketing, customer evidence and demand generation.

What we delivered in the first 90 days

  • Refined Xcert AI’s positioning around trustworthy AI for aerospace engineering, certification and quality workflows.
  • Translated technical capabilities into clearer customer value, including traceability, verifiable evidence and certification readiness.
  • Developed the new homepage direction, product messaging and conversion journey.
  • Established a structured founder and executive thought-leadership programme.
  • Built communications around Xcert AI’s recognition in the EASA AI Olympics.
  • Secured approval to turn the ZeroAvia collaboration into a public customer success story and joint announcement.
  • Prepared the Xcert 1.2 product launch across the website, PR, LinkedIn, customer communications and video.
  • Developed trade-media pitches and an exclusive interview approach.
  • Started planning a customer webinar with ZeroAvia to connect the technology to a real aerospace use case.

Progress so far

Xcert AI now has a clearer market position and a more credible customer-facing story. The company has moved from separate marketing activities toward an integrated launch and communications system.

The Xcert 1.2 launch has a coordinated narrative, an approved customer announcement and a supporting programme across owned, customer and media channels.

The next phase

Following the product launch, the focus moves to sustained market visibility, stronger website conversion, qualified lead generation and a measurable marketing-to-sales process.

EdTech SaaSSwitzerland

Building the foundations for predictable school demand.

An established product with significant search visibility and credible school customers, but positioning, website journeys, sales materials and customer evidence did not yet work as one commercial system. The work created a shared commercial direction and a measurable path from first enquiry to qualified school opportunity.

5 → 10 web-form enquiries per month: baseline and next target for Nov–Dec

The starting point

Classtime already had an established product, significant search visibility and credible school customers.

However, its positioning, website journeys, sales materials and customer evidence did not yet work as one commercial system. Lead reporting started too late in the buying journey, search demand depended heavily on brand and login queries, and the team lacked a connected view from initial enquiry to qualified school opportunity.

What we delivered

  • Completed a structured GTM assessment and prioritised commercial roadmap.
  • Clarified the priority school segments, buying roles and positioning direction.
  • Developed aligned English and German sales messaging and school one-pagers.
  • Drafted the homepage messaging, website structure and buyer journey.
  • Established an inbound baseline and analysed leads, opportunities and won deals.
  • Designed a pre-sales qualification flow covering new enquiries, marketing-qualified leads and sales-qualified opportunities.
  • Defined the source, ownership and CRM information needed to measure demand before a deal enters the pipeline.
  • Conducted detailed SEO, GEO and competitor analysis.
  • Identified the opportunity to grow beyond branded searches through stronger buyer pages for secure exams, formative assessment and AI-supported correction.
  • Prepared the first educational lead magnets and mapped the landing pages, forms and follow-up journeys required for activation.
  • Assembled customer evidence and prioritised customer stories, testimonials and webinar contributors.

Progress so far

Classtime has moved from separate marketing activities and fragmented reporting toward a shared commercial direction. The team now has:

  • A clearer proposition for schools
  • Consistent messaging across the website and sales materials
  • A measurable inbound and lead-qualification model
  • Defined priorities for the homepage, buyer pages and conversion journeys
  • A focused SEO and GEO strategy linked to school buying intent
  • A Q4 activation roadmap connecting guides, customer evidence, webinars and demo enquiries

The analysis also established a practical growth baseline. Recent DACH web-form activity averaged approximately five enquiries per month. The next target is ten monthly enquiries during November and December, with qualification and progression into opportunities measured separately.

The next phase

The next phase turns the completed strategy and prepared assets into market activity:

  • Publish the new homepage and priority buyer pages
  • Activate the first learning guide and secure-exam guide
  • Launch a customer-led webinar
  • Introduce approved customer stories across the website and campaigns
  • Test targeted organic and paid distribution
  • Connect every enquiry to its source, qualification status and commercial outcome

What GTM Advantage brings

Strategic go-to-market leadership combined with hands-on delivery.

Clients do not receive another strategy document or a collection of disconnected marketing activities. They gain one commercial direction connecting positioning, customer insight, sales, marketing, website, CRM and market activation.

The result is a clearer route from existing traction to a more integrated and repeatable revenue system.

Choose the right level of execution

Investment.

Both scopes start with an assessment and practical work in Month 1. The four-month commitment and delivery scope are agreed before the program begins; the assessment sets the order and detail of the work.

Tier 1
Focused Revenue System.

For one priority buyer group and one connected route to new customers. Adrijana leads the GTM direction and agreed execution, with the founder or commercial lead as the main counterpart.

  • One priority buyer group
  • One connected route to new customers
  • Positioning, selected content and sales assets
  • Targeting and outreach messages
  • Qualification and follow-up
  • A defined activation program
Most comprehensive
Tier 2
Integrated Revenue Growth Team.

For several buyer groups or substantial growth motions that need to progress together. Adrijana leads across the relevant client team, with a dedicated marketing manager coordinating a larger execution workload.

  • Several buyer groups or growth motions in parallel
  • A dedicated marketing manager coordinating execution
  • New account research and enrichment
  • Ongoing tailored outreach
  • Deeper CRM coordination
  • Partnerships or events, and multiple connected programs

A price quote will be shared after we discuss the scope and your business goals on the call.

Media spend, software licences, specialist development and major CRM migrations are scoped separately where needed.

120-day program · Four-month commitment

Let us find the route to your next customers

Next Steps.

In our first conversation, we'll look at where your growth comes from today and the commercial job ahead.

Together, we'll discuss:

From there, we'll agree the scope and the four-month commitment before the program begins.

Book a GTM conversation

Looking forward to our conversation. In the meantime, if you have any questions, please feel free to email me — I'll be very happy to answer.

— Adrijana
Adrijana Daragon
Adrijana Daragon — Fractional CMO/CRO for B2B Tech Founder of GTM Advantage
adrijana@admarketingstrategy.com gtmadvantage.ch Read case studies

Words from clients

The ones who've walked this with me.

Martin Keller
Martin Keller
CEO, Acodis
Acodis

“She covers a broad field including strategic thinking.”

★★★★★

I can warmly recommend collaborating with Adrijana if you look for marketing related expertise. She covers a broad field including strategic thinking by creating and driving marketing plans that are aligned with overall business goals. With her results-oriented approach, Adrijana creates impactful customer case studies and webinars. Her expertise in digital marketing, a proactive “can-do” attitude and her collaborative team spirit leads to a positive impact.

Dr. Federico Malpica Basurto
Dr. Federico Malpica Basurto
CEO of Escalae Institute, Teachers Pro
Teachers Pro

“She has pushed us to think beyond the surface and reimagine how we scale impact.”

★★★★★

Working with Adrijana has been an invaluable experience to sharpen our focus at Teachers Pro and strengthen the bridge between vision and execution. Working with essential questions has pushed us to think beyond the surface and reimagine how we scale impact in education. I'm deeply grateful to Adrijana for her insight and strategic clarity.

Patrick Buerkle
Patrick Buerkle
CEO, Flawa IQ AG
Flawa IQ

“A great ability to turn complex topics into clear and compelling messages for prospects.”

★★★★★

Adrijana collaborated closely with my teams to support and further develop our outbound strategy. Her onboarding was quick, and we already saw the first results within a few weeks. Adrijana brought valuable expertise in creating and launching targeted campaigns that had a real impact on our pipeline. She also has a great ability to turn complex topics into clear and compelling messages for prospects. She was a fantastic partner — proactive, creative, and always focused on impact. I appreciated her “get things done” mentality and ability to work independently with the right sense of when to ask for guidance or review.