SERVICE
Go-To-Market Plans
Go-To-Market Plans
Reach products’ full potential with effective commercialization
Most product launches don't fail because the offering is weak. They fail because targeting, positioning, pricing, and channels never move as one coordinated plan, while rising customer acquisition costs punish every misstep along the way.
New Markets Advisors builds go-to-market strategy around a Five-Input Method: segmentation, positioning, channels, pricing, and market-penetration patterns, all pointed at the same target. Grounded in Jobs to be Done research, it produces a senior-led, decision-ready GTM plan in 8 to 10 weeks.
100+
Product launches shaped
30+
Fortune 500 companies have trusted us
Align Every Commercial Lever Behind One Launch
Know Who to Target
Position as the Obvious Choice
Chart the Right Path to Market
Engineer Momentum That Scales
What Our Clients Say About Us
"New Markets Advisors' extensive knowledge and experience with Jobs to be Done, combined with customized approaches and creative execution, delivers deep insights, viable solution options and timeless value."
- Peter Primdahl, Vice President, Emerging Business Models & Co-Head of CVC Funds, Co-operators
New Markets’ approach to innovation is both insightful and resourceful. They uncovered insights that led to unique and relevant concepts. Leveraging experience in entrepreneurship and disruption, they crafted business models that could be explored quickly and with relatively low investment, which is a departure from most consultancies.”
- Nate Hill, Emerging Idea Marketing Leader, Nestlé
Trusted by
Our Approach to Go-to-Market Consulting: Turning Strategy into Revenue
At New Markets Advisors, we help organizations move from customer understanding to product decisions. Our approach starts with the Jobs to be Done framework and ends with a clear, prioritized roadmap aligned to your competitive position and capabilities. This approach reduces uncertainty, shortens time to market, and aligns teams around shared goals.
At New Markets Advisors, we help organizations move from customer understanding to product decisions. Our approach starts with the Jobs to be Done framework and ends with a clear, prioritized roadmap aligned to your competitive position and capabilities. This approach reduces uncertainty, shortens time to market, and aligns teams around shared goals.
Segmentation and Ideal Customer Profile (ICP)
We identify the market segments where your offering can gain the strongest traction and long-term profitability. Rather than segmenting by surface-level demographics or current purchasing patterns, we apply the Jobs to be Done framework to understand the functional and emotional drivers behind why customers choose solutions.
Your ICP is defined by the Jobs customers are trying to accomplish and the situational triggers that make those Jobs urgent and high priority. This focus drives sharper targeting across industries and geographies, concentrating your resources on the segments with the clearest path to adoption and highest win rates.
Positioning and Messaging
With your ICP defined, we craft a positioning that makes your solution the obvious choice for the customers that matter most. Using Jobs to be Done, we surface the functional and emotional outcomes your product delivers and build messaging that communicates value on both levels. That foundation is then translated into segment-specific messaging that resonates at every stage of the buyer journey, ensuring your value proposition lands consistently across every customer touchpoint.
Channels and Partnerships
We evaluate both current and new routes to market, including direct sales, digital channels, and ecosystem partnerships, scoring each against its potential for market penetration. As explored in Capturing New Markets, overlooking channel dynamics is one of the most common — and costly — mistakes companies make when entering new spaces. We build a sequenced channel strategy that concentrates resources on the highest-priority routes first, with a clear roadmap for activating additional channels as customer acquisition costs, payback periods, and attribution data mature.
Business Model and Pricing
We design business models and pricing architectures that capture the full economic value of your offering while remaining easy to buy. This means aligning your pricing structure to what customers care about most and structuring deal economics to minimize friction. Importantly, business model design is itself a dimension of competitive advantage: the way you charge, bundle, and deliver can be as differentiated as the product itself.
Rapid Market Penetration Patterns
Market penetration is a strategic advantage, and we bring a proven library of patterns refined across multiple engagements and years of expertise. Drawn from proprietary frameworks including Speeding Growth: 8 Drivers of Fast Product Adoption and Capturing New Markets, we diagnose the specific conditions that predict rapid adoption — from minimizing infrastructure dependencies and reducing switching costs, to designing trials that lower the cost of failure. We identify where your product already has momentum and engineer the commercial conditions that turn early traction into accelerated, scalable growth.
Front-Stage and Back-Stage Alignment
The five inputs converge into a unified commercial system built around two layers working in sync: front-stage and back-stage activities. The front-stage covers every customer interaction from first touch through renewal, and must consistently reflect your positioning and deliver on your value proposition. The back-stage provides the operational infrastructure, data, and cross-functional alignment that determines whether that experience can scale without breaking. We design both together, ensuring your go-to-market motion produces not just first revenue, but a repeatable growth engine with the structural foundation to sustain momentum as you expand into new segments and markets.
Segmentation and Ideal Customer Profile (ICP)
We identify the market segments where your offering can gain the strongest traction and long-term profitability. Rather than segmenting by surface-level demographics or current purchasing patterns, we apply the Jobs to be Done framework to understand the functional and emotional drivers behind why customers choose solutions.
Your ICP is defined by the Jobs customers are trying to accomplish and the situational triggers that make those Jobs urgent and high priority. This focus drives sharper targeting across industries and geographies, concentrating your resources on the segments with the clearest path to adoption and highest win rates.
Positioning and Messaging
With your ICP defined, we craft a positioning that makes your solution the obvious choice for the customers that matter most. Using Jobs to be Done, we surface the functional and emotional outcomes your product delivers and build messaging that communicates value on both levels. That foundation is then translated into segment-specific messaging that resonates at every stage of the buyer journey, ensuring your value proposition lands consistently across every customer touchpoint.
Channels and Partnerships
We evaluate both current and new routes to market, including direct sales, digital channels, and ecosystem partnerships, scoring each against its potential for market penetration. As explored in Capturing New Markets, overlooking channel dynamics is one of the most common — and costly — mistakes companies make when entering new spaces. We build a sequenced channel strategy that concentrates resources on the highest-priority routes first, with a clear roadmap for activating additional channels as customer acquisition costs, payback periods, and attribution data mature.
Business Model and Pricing
We design business models and pricing architectures that capture the full economic value of your offering while remaining easy to buy. This means aligning your pricing structure to what customers care about most and structuring deal economics to minimize friction. Importantly, business model design is itself a dimension of competitive advantage: the way you charge, bundle, and deliver can be as differentiated as the product itself.
Rapid Market Penetration Patterns
Market penetration is a strategic advantage, and we bring a proven library of patterns refined across multiple engagements and years of expertise. Drawn from proprietary frameworks including Speeding Growth: 8 Drivers of Fast Product Adoption and Capturing New Markets, we diagnose the specific conditions that predict rapid adoption — from minimizing infrastructure dependencies and reducing switching costs, to designing trials that lower the cost of failure. We identify where your product already has momentum and engineer the commercial conditions that turn early traction into accelerated, scalable growth.
Front-Stage and Back-Stage Alignment
The five inputs converge into a unified commercial system built around two layers working in sync: front-stage and back-stage activities. The front-stage covers every customer interaction from first touch through renewal, and must consistently reflect your positioning and deliver on your value proposition. The back-stage provides the operational infrastructure, data, and cross-functional alignment that determines whether that experience can scale without breaking. We design both together, ensuring your go-to-market motion produces not just first revenue, but a repeatable growth engine with the structural foundation to sustain momentum as you expand into new segments and markets.
What You'll Get From Our Go-to-Market Consulting
Each engagement is tailored to each client’s needs, but below are some examples of what we can deliver.
A comprehensive go-to-market strategy plan that includes:
Who to target: Ideal customer profiles and target segments that have unmet significant customer needs that align with your offerings and capabilities
How to win with them: Clear strategy of how to win for each target segment informed by Jobs to be Done insights, including recommendations for refinements to the product/service as well as the value propositions and messaging that will resonate with them
How to position in the competitive environment: Strategies for competitive positioning that fills gaps in the market
How to reach them: Channels to launch in, pricing strategies informed by customer sensitivities and competitive pressures, and business models to support the offering
How to grow and mature: Recommendations on how to speed product adoption
FEATURED WORKING PAPER
Speeding Growth: 8 Drivers Of Fast Product Adoption
Some new products become popular seemingly overnight; others languish for years despite being great ideas. In this working paper, we ask: why? What accounts for the varying adoption speeds of different innovations? Is there anything to do to move things along more rapidly? Eight factors stand out as major influencers in the adoption speed of an innovation.
Read more
FEATURED WORKING PAPER
Speeding Growth: 8 Drivers Of Fast Product Adoption
Some new products become popular seemingly overnight; others languish for years despite being great ideas. In this working paper, we ask: why? What accounts for the varying adoption speeds of different innovations? Is there anything to do to move things along more rapidly? Eight factors stand out as major influencers in the adoption speed of an innovation.
Read more
FEATURED WORKING PAPER
Speeding Growth: 8 Drivers Of Fast Product Adoption
Some new products become popular seemingly overnight; others languish for years despite being great ideas. In this working paper, we ask: why? What accounts for the varying adoption speeds of different innovations? Is there anything to do to move things along more rapidly? Eight factors stand out as major influencers in the adoption speed of an innovation.
Read more
What Makes Us Different
Different types of consulting firms are fits for different objectives. Large-scale consulting firms are great fits for global reach and large-scale operating transformation. They typically rely on standardized frameworks that follow a repeatable process but can often lack the agility required for specialized market nuances. A more tailored approach ensures that your GTM strategy is built for specific competitive advantages rather than universal conformity.
New Markets Advisors is a boutique strategy consulting firm that provides tailored GTM, built with senior-led teams, Jobs to be Done research insights, and years of expertise advising companies on how to win in new markets and with new products.
Boutique focus. Senior-led speed. Your engagement is handled directly by senior consultants and partners, not layers of junior staff.
JTBD-first, customer-backed design. We anchor ICP, messaging, pricing, and channels in customers’ real “jobs,” not internal assumptions or basic demographics.
A proprietary method sharpened by years of expertise. Our Five-Input GTM method has been tested across multiple client engagements, industries, and geographies, and codified into published frameworks.
Bottom line: If you need massive, multi-year change programs, Big 4 scale can help. If you need a tailored decision-ready GTM plan that converts now, with dedicated senior attention and customer-backed logic, New Markets Advisors is built for you.
A Quick Comparison: New Markets Advisors vs Traditional Large Consulting Firms
vs. Traditional Consultants
Five-Input Method tied to JTBD and your context
Method
Proprietary frameworks and standardized playbooks
Lean senior teams, tailored sprints, faster cycles
Delivery Model
Large teams, longer cycles, heavier footprint
Tool-agnostic, phase tools after strategy
Tooling
Strong push on platforms and managed services
Decision-ready plan: ICP, messaging, coverage model, pricing, launch motions
What You Leave With
Large-scale GTM transformation and RevOps redesign
vs. Traditional Consultants
Five-Input Method tied to JTBD and your context
Proprietary frameworks and standardized playbooks
Method
Lean senior teams, tailored sprints, faster cycles
Large teams, longer cycles, heavier footprint
Delivery Model
Tool-agnostic, phase tools after strategy
Strong push on platforms and managed services
Tooling
Decision-ready plan: ICP, messaging, coverage model, pricing, launch motions
Large-scale GTM transformation and RevOps redesign
What You Leave With
vs. Traditional Consultants
Five-Input Method tied to JTBD and your context
Proprietary frameworks and standardized playbooks
Method
Lean senior teams, tailored sprints, faster cycles
Large teams, longer cycles, heavier footprint
Delivery Model
Tool-agnostic, phase tools after strategy
Strong push on platforms and managed services
Tooling
Decision-ready plan: ICP, messaging, coverage model, pricing, launch motions
Large-scale GTM transformation and RevOps redesign
What You Leave With
The Impact of Go-to-Market Strategy
Having a great product or service is not enough. Without a clear, coordinated go-to-market (GTM) strategy, even the most innovative offerings struggle to gain traction, burn through resources, or fail to scale. As markets become more competitive and buyer journeys more complex, a GTM strategy becomes essential to turn ideas into revenue.
Up to 95%
Up to 95%
of new products fail to meet customer expectations. A disciplined go-to-market strategy ensures your offering resonates before launch (MIT Professional Education)
of new products fail to meet customer expectations. A disciplined go-to-market strategy ensures your offering resonates before launch (MIT Professional Education)
Up to 60% higher probability
Up to 60% higher probability
of hitting year-one revenue targets by implementing a structured go-to-market strategy, aligning product, marketing, and sales from day one (forthandscale.com+1)
of hitting year-one revenue targets by implementing a structured go-to-market strategy, aligning product, marketing, and sales from day one (forthandscale.com+1)
CACs are rising
CACs are rising
Customer Acquisition Costs are rising putting pressure on growth and profitability. Optimized go-to-market models improve targeting, channel efficiency, and conversion economics (forthandscale.com+1)
Customer Acquisition Costs are rising putting pressure on growth and profitability. Optimized go-to-market models improve targeting, channel efficiency, and conversion economics (forthandscale.com+1)
our Industries
Trusted by Global Leaders for Go-to-Market Strategy
Our go-to-market clients range from international leaders to promising startups across our four key industries:
Frequently Asked Questions
What is GTM consulting?
Go-to-market (GTM) consulting helps companies design and execute the commercial strategy needed to bring a product or service to market successfully. This includes defining who to target, how to position your offering, which channels to use, how to price and structure your business model, and how to drive rapid adoption. A strong GTM strategy aligns every commercial decision around a clear path to revenue and sustainable growth.
What makes GTM consulting effective?
What’s a realistic timeline for a GTM plan from NMA?
Where do you base your knowledge on GTM?
Where can I find real case studies from New Markets on GTM?
Can you design channel/partner programs?
What is GTM consulting?
Go-to-market (GTM) consulting helps companies design and execute the commercial strategy needed to bring a product or service to market successfully. This includes defining who to target, how to position your offering, which channels to use, how to price and structure your business model, and how to drive rapid adoption. A strong GTM strategy aligns every commercial decision around a clear path to revenue and sustainable growth.
Which growth strategy framework does New Markets Advisors use?
What’s a realistic timeline for a GTM plan from NMA?
Where do you base your knowledge on GTM?
Where can I find real case studies from New Markets on GTM?
Can you design channel/partner programs?
Connect With Us
Let's Craft Your Go-To-Market Plans Together
Fill out the form below to start the conversation about working with New Markets Advisors
Connect With Us
Let's Craft Your Go-To-Market Plans Together
Fill out the form below to start the conversation about working with New Markets Advisors
Align Every Commercial Lever Behind One Launch
Know Who to Target
Position as the Obvious Choice
Chart the Right Path to Market
Engineer Momentum That Scales
Align Every Commercial Lever Behind One Launch
Know Who to Target
Know Who to Target
Position as the Obvious Choice
Position as the Obvious Choice
Chart the Right Path to Market
Chart the Right Path to Market
Engineer Momentum That Scales
Engineer Momentum That Scales
Our Approach to Go-to-Market Consulting: Turning Strategy into Revenue
At New Markets Advisors, we help organizations move from customer understanding to product decisions. Our approach starts with the Jobs to be Done framework and ends with a clear, prioritized roadmap aligned to your competitive position and capabilities. This approach reduces uncertainty, shortens time to market, and aligns teams around shared goals.
Segmentation and Ideal Customer Profile (ICP)
We identify the market segments where your offering can gain the strongest traction and long-term profitability. Rather than segmenting by surface-level demographics or current purchasing patterns, we apply the Jobs to be Done framework to understand the functional and emotional drivers behind why customers choose solutions.
Your ICP is defined by the Jobs customers are trying to accomplish and the situational triggers that make those Jobs urgent and high priority. This focus drives sharper targeting across industries and geographies, concentrating your resources on the segments with the clearest path to adoption and highest win rates.
Positioning and Messaging
With your ICP defined, we craft a positioning that makes your solution the obvious choice for the customers that matter most. Using Jobs to be Done, we surface the functional and emotional outcomes your product delivers and build messaging that communicates value on both levels. That foundation is then translated into segment-specific messaging that resonates at every stage of the buyer journey, ensuring your value proposition lands consistently across every customer touchpoint.
Channels and Partnerships
We evaluate both current and new routes to market, including direct sales, digital channels, and ecosystem partnerships, scoring each against its potential for market penetration. As explored in Capturing New Markets, overlooking channel dynamics is one of the most common — and costly — mistakes companies make when entering new spaces. We build a sequenced channel strategy that concentrates resources on the highest-priority routes first, with a clear roadmap for activating additional channels as customer acquisition costs, payback periods, and attribution data mature.
Business Model and Pricing
We design business models and pricing architectures that capture the full economic value of your offering while remaining easy to buy. This means aligning your pricing structure to what customers care about most and structuring deal economics to minimize friction. Importantly, business model design is itself a dimension of competitive advantage: the way you charge, bundle, and deliver can be as differentiated as the product itself.
Rapid Market Penetration Patterns
Market penetration is a strategic advantage, and we bring a proven library of patterns refined across multiple engagements and years of expertise. Drawn from proprietary frameworks including Speeding Growth: 8 Drivers of Fast Product Adoption and Capturing New Markets, we diagnose the specific conditions that predict rapid adoption — from minimizing infrastructure dependencies and reducing switching costs, to designing trials that lower the cost of failure. We identify where your product already has momentum and engineer the commercial conditions that turn early traction into accelerated, scalable growth..
Front-Stage and Back-Stage Alignment
The five inputs converge into a unified commercial system built around two layers working in sync: front-stage and back-stage activities. The front-stage covers every customer interaction from first touch through renewal, and must consistently reflect your positioning and deliver on your value proposition. The back-stage provides the operational infrastructure, data, and cross-functional alignment that determines whether that experience can scale without breaking. We design both together, ensuring your go-to-market motion produces not just first revenue, but a repeatable growth engine with the structural foundation to sustain momentum as you expand into new segments and markets.
What Our Clients Say About Us
"New Markets has strategic and entrepreneurial thinkers who understand the challenges that large, established companies have in executing innovation to drive growth. They bring great insight and clear thinking to their work with clients, along with very relevant work experience."
Deborah Arcoleo
"New Markets’ approach to innovation is both insightful and resourceful. They uncovered insights that led to unique and relevant concepts. Leveraging experience in entrepreneurship and disruption, they crafted business models that could be explored quickly and with relatively low investment, which is a departure from most consultancies.”
Nate Hill
Trusted by
What our clients say about us
"New Markets Advisors' extensive knowledge and experience with Jobs to be Done, combined with customized approaches and creative execution, delivers deep insights, viable solution options and timeless value."
- Peter Primdahl, Vice President, Emerging Business Models & Co-Head of CVC Funds, Co-operators
New Markets’ approach to innovation is both insightful and resourceful. They uncovered insights that led to unique and relevant concepts. Leveraging experience in entrepreneurship and disruption, they crafted business models that could be explored quickly and with relatively low investment, which is a departure from most consultancies.”
- Nate Hill, Emerging Idea Marketing Leader, Nestlé
Trusted by
100+
Product launches shaped
30+
Fortune 500 companies have trusted us
Most product launches don't fail because the offering is weak. They fail because targeting, positioning, pricing, and channels never move as one coordinated plan, while rising customer acquisition costs punish every misstep along the way.
New Markets Advisors builds go-to-market strategy around a Five-Input Method: segmentation, positioning, channels, pricing, and market-penetration patterns, all pointed at the same target. Grounded in Jobs to be Done research, it produces a senior-led, decision-ready GTM plan in 8 to 10 weeks.
Most product launches don't fail because the offering is weak. They fail because targeting, positioning, pricing, and channels never move as one coordinated plan, while rising customer acquisition costs punish every misstep along the way.
New Markets Advisors builds go-to-market strategy around a Five-Input Method: segmentation, positioning, channels, pricing, and market-penetration patterns, all pointed at the same target. Grounded in Jobs to be Done research, it produces a senior-led, decision-ready GTM plan in 8 to 10 weeks.
100+
Product launches shaped
30+
Fortune 500 companies have trusted us
Our Offices
50 Franklin St
2nd Floor
Boston, MA 02110
USA
151 San Francisco St
Suite 200
San Juan, PR 00901 Puerto Rico
Rua Antónia Andrade 4
3 Direito
1170-025 Lisboa
Portugal
Our Offices
50 Franklin St
2nd Floor
Boston, MA 02110
USA
151 San Francisco St
Suite 200
San Juan, PR 00901 Puerto Rico
Rua Antónia Andrade 4
3 Direito
1170-025 Lisboa
Portugal
Our Offices
50 Franklin St
2nd Floor
Boston, MA 02110
USA
151 San Francisco St
Suite 200
San Juan, PR 00901 Puerto Rico
Rua Antónia Andrade 4
3 Direito
1170-025 Lisboa
Portugal
Our Offices
50 Franklin St
2nd Floor
Boston, MA 02110 USA
151 San Francisco St
Suite 200
San Juan, PR 00901 Puerto Rico
Rua Antónia Andrade 4
3 Direito
1170-025 Lisboa
Portugal
Get In Touch
+1 617 936 4035
info@newmarketsadvisors.com