Failure and associated cost image

Similar to the Return-on-investment, the Value Calculator looks at the strategic impact and financial benefits and identifies the effectiveness of “working with a go-to-market consultant” versus “building a local team” or “buying an organization”.

We make this a two-way door decision. You can test things without the effort of hiring staff and signing long term contracts right from the start. If the concept doesn’t work out, you can fine-tune or even abandon the operation.

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Understanding B2B Decision Making

CB-Insights has broken down the top reasons for failure:

You need to gain valuable market insights, build trust with local bridgehead customers, strategic partners, and understand the regional competition.

  • Lack of planning, Insufficient senior management time.
  • Not enough ‘on the ground’ research.
  • Overly ambitious business plans
  • Marketing in the wrong areas.
  • Poor partner selection process.

You cannot rely on “What works in your home market, will work in the target market.” You don´t have the time to find out with new staff from the ground. Sending experts from your headquarter is no option as you need them there. Senior professionals may have their agenda. Many know how to run a business but hardly build a business from scratch.

A go-to-market specialist understands business models and knows how to implement operational processes. He must be committed to providing transparency at any time and at a given time actively support your ambition to establish your own local corporate infrastructure.

Often, there are attractive market niches, which you can own with a clear focus, excellent margins, and without being exposed to significant external risks. A go-to-market specialist finds these niches and implements your business model in a new market with the right customers and partners.

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How to identify a qualified go-to-market consultant?

  • He brings a conceptual marketing sales framework.
  • He understands potential pitfalls and how to avoid them.
  • He does not easily compromise on quality
  • He brings extensive target market insights
  • He declares potential hidden interest/bias

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Planning and Implementation Template

Planning-Services are giving your market entry the necessary substance. Implementation-Services are the activities required, to put your plan into production.


The initial phase of the implementation roadmap gives you exactly these insights plus valuable time to decide whether to sharpen your existing value proposition.

To protect your investment, the go-to-market consultant will analyze your main competitors, their competitive approaches, market size, dominating technologies, and price structures. This analysis of your current and planned business processes is a neutral and objective comparison of what you have versus what you need.

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Wave 1: Readiness

  1. The go-to-market consultant identifies the market niches that are under-served.
  2. He builds a list of potential customers, looking for products or services like yours.
  3. He identifies relevant opinion leaders and suitable growth partners for your business.
  4. He validates the value proposition and acquires initial local bridgehead clients.

Why it is important

The go-to-market consultant will gather information such as main competitors, competitive approaches, market size, dominating technologies, and price structures. (e.g…). Premium local content creation and distribution will play a major role in our go-to-market process.

  1. What are your potential customers currently using today?
  2. What were the reasons, they have decided for this service?
  3. When are your potential customers planning to change?
  4. Who is currently supplying your potential customers?
  5. What are their key strengths and key weaknesses?


The analysis will make your decisions stand on solid ground, protect your investment and shorten time to profit.

  1. What is the size of the target market for your solution?
  2. Which vertical markets and submarkets to prioritize?
  3. Better choose a direct or indirect sales strategy?
  4. What is the competition in this specific area?…

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Wave 2: Bridgeheads

  1. The go-to-market consultant markets to prospects using your corporate identity
  2. The go-to-market consultant builds the pipeline and aligns with partners
  3. Together establishes initial bridgehead customers and partners.

Market Presence

  1. Virtual Office
  2. Media and Analyst Program
  3. Direct Marketing Program

Business Development

  1. Outbound selling to customer and reseller prospects using your corporate identity
  2. Build sales pipeline – Focus on early successes and establish local references
  3. Recruit & manage key partners

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Wave 3: Growth

  1. The go-to-market consultant develops sales capability
  2. We scale our direct marketing and direct sales activities
  3. We scale partner alignment to foster our value proposition

Market Presence

  1. Virtual Office
  2. Media and Analyst Program
  3. Direct Marketing Program

Business Development

  1. Communicate messages for evolving mainstream market
  2. Focus on sales lead generation to maintain momentum

Local content drives traffic and sales

The go-to-market consultant drives press attention and creates opportunities for syndication with partners. He produces evergreen content and establishes your credibility as a brand that educates potential customers and audiences interested in your area of expertise. Endorsements from bridgehead clients and partners are important for boosting sales.


Guest writing, Interviews and Q&As, Video series and Reviews: to promote a specific product or service, inviting influential target customers to create a review gives their audience an in-depth recommendation. Expert opinions, Branded hashtags, and Giveaways

As previously outlined, the go-to-market consultant should actively support your ambition to establish your own local corporate infrastructure and establish local company and offices

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Wave 4: Transition

There must be the option to “own the business”.

Once, the pre-conditions are met – transition of the local business can take place.

Need Help? Schedule a Meeting

Just pick the time that works for you.
Axel Hoehnke will be your point of contact. 

Client Testimonials