Sie haben ein hervorragendes Produkt.
    Nur Ihr Marketing‑Budget kommt nicht im Sales‑Umsatz an.

    Trockene Pipeline? Unqualifizierte Leads? Hoher Churn?
    mxd vereint Lead-Architektur, MarTech-Sanierung und Sales Leadership zu einer hochprofitablen, planbaren Revenue-Infrastruktur.

    Strategischen Discovery Call buchen ROI & Vakanzkosten berechnen

    Vertraut von Entscheidern namhafter B2B-Organisationen

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    Foundever
    Wolt
    Apleona
    Erfolgsgeschichten & Referenzen

    Mandats-Einblicke & verifizierte Kundenstimmen

    Enterprise Case Study

    Accenture GmbH: Strategic Partnership & Delivery Hub Skalierung

    Accenture
    Delivery Hub Skalierung

    Aufbau und Leitung der operativen Umsetzungsebene für Enterprise-Kunden. Skalierung des Sales- & Account-Management-Teams von 2 auf 18 Experten bei Steuerung von >1 Mio. Euro Budget.

    CRM & Automation Workflows

    Übersetzung strategischer Accenture-Konzepte in operative CRM- & Automation-Workflows.

    Matthias Wagner
    Matthias WagnerManaging Director · Accenture GmbH
    "Ich kann mxd uneingeschränkt empfehlen. Das Team verbindet strategische Tiefe mit echter Hands-on-Mentalität. mxd fühlt sich nie wie ein Externer an, sondern wie ein loyaler Sparringspartner..."
    Verifizierte Referenz
    International Expansion

    Standard Chartered Bank: Commercial Restructuring & Asia B2B Expansion

    Standard Chartered Bank
    HQ-Alignment London & Asia Rollout

    Lückenlose Abstimmung strenger globaler Compliance- & CRM-Richtlinien des britischen Hauptquartiers (London) mit lokalen Marktgegebenheiten in Südostasien.

    Interkulturelle Execution vor Ort

    Begleitung vor Ort in Ho-Chi-Minh-Stadt & Guangzhou, Abbau kultureller Barrieren auf Direktionsebene und Sicherung der Adoption-Rate.

    Detail-Case Study zur Asia Expansion lesen
    Tuấn Minh Nguyễn
    Tuấn Minh NguyễnDirector Digital Marketing · Standard Chartered
    "mxd supported our team at Standard Chartered in Vietnam during a complex B2B Go-to-Market and commercial restructuring project..."
    Verifizierte Referenz
    Growth Transformation

    DIMARCON GmbH: Ganzheitliche Transformation von Lead-Architektur & Customer Success

    DIMARCON
    Digital Operations & MarTech

    Turnaround, Inhousing & Full-Funnel Restrukturierung: -26% CPL und -35% CPQL bei steigender Lead-Qualität.

    Customer Success & Retention

    Lean-Management im Onboarding bei IT-Abo-Modellen für NRR-Maximierung.

    Marc Dieng Carrasco
    Marc Dieng CarrascoMarketing · DIMARCON GmbH
    "mxd unterstützt uns mit einer sehr angenehmen, entspannten und gleichzeitig stark zielgetriebenen Zusammenarbeit..."
    Verifizierte Referenz
    Das Gründer-Team

    Zwei Spezialisten. Ein integriertes System.

    David Kosfeld

    David Kosfeld

    MarTech & Lead-to-Revenue

    Wenn Marketing keine Entscheidungen erleichtert, ist es nur Content.

    Managing Partner und Lead-to-Revenue Architect mit über elf Jahren Erfahrung im Aufbau wirkungsvoller Marketing- und Leadgenerierungsstrukturen. Verwandelt strategische Wachstumsziele durch Full-Funnel-Optimierung, gezielte Marketing-Automation und tiefgreifende Account-Audits in messbare Ergebnisse.

    Das Team ansehen
    Growth MarketingLead GenerationAnalyticsContent Strategy
    Maximilian Otto-Keinke

    Maximilian Otto-Keinke

    Sales Leadership & GTM

    Pipeline entsteht nicht durch Hoffnung, sondern durch Prozesse, die Teams wirklich nutzen.

    Managing Partner mit umfassender Praxis im Aufbau, der Skalierung und Steuerung leistungsstarker B2B-Vertriebsteams. Verwandelt strategische Umsatzziele durch passgenaue Go-to-Market-Modelle, den Aufbau von High-Performance-Teams und proaktives Churn-Management in messbares Wachstum.

    Das Team ansehen
    Go-to-MarketB2B SaaSSales Scaling
    ROI Rechner

    ROI Rechner

    Smarketing ROI-Rechner

    Ermitteln Sie, wie viel Umsatz zwischen Marketing und Vertrieb aktuell liegen bleibt, abgestimmt auf Ihre Situation.

    1Engpass wählen
    2Ihre Zahlen
    3Pakete
    4Ergebnis

    Wo verlieren Sie zwischen Marketing und Vertrieb aktuell am meisten Geld?

    Wählen Sie Ihre primäre Herausforderung. Die folgenden Auswertungen passen sich automatisch an Ihren Fall an.

    Nichts trifft zu?Reibungsverluste prüfen
    Der mxd Ansatz

    Kein Berater-Sprech. Echte Wirkung im Tagesgeschäft.

    Wir schreiben keine 100-Seiten-Präsentationen, die in der Schublade verstauben. Wir arbeiten als Senior-Partner direkt an den entscheidenden Schnittstellen in Ihrem Unternehmen und übernehmen Verantwortung für messbare Ergebnisse.

    • ✓
      Zahlen statt Bauchgefühl: Steuerung über harte Kennzahlen (Kosten pro qualifizierter Anfrage, SQL-Quote, Deckungsbeitrag, Abwanderungsprognose).
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      Durchgängige Systeme & Übergaben: Lückenlose Nachvollziehbarkeit und automatische Übergaben zwischen Marketing und Vertrieb.
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      Führung und Befähigung vor Ort: Wir befähigen Ihre Teams, damit tragfähige Strukturen entstehen, ohne dauerhafte Abhängigkeit von Beratern.

    Wir verkaufen Ergebnisse,
    keine Anwesenheit.

    David Kosfeld, Managing Partner, Marketing & Growth bei mxd

    Reichweite ohne qualifizierte Leads ist Branding, kein Wachstum. Wir messen Marketing am Umsatz, nicht an Klicks.

    David Kosfeld
    Managing Partner, Marketing & Growth
    Maximilian Otto-Keinke, Managing Partner, Sales & Revenue bei mxd

    Wenn die Kennzahlen nicht stimmen, rettet keine Vertriebsaktivität das Quartal. Wir bauen erst das Fundament, dann skalieren wir.

    Maximilian Otto-Keinke
    Managing Partner, Sales & Revenue
    FAQ

    Häufige Fragen

    Antworten auf das, was uns am häufigsten gefragt wird.

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    die Brücke

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    Schreib uns

    Five glowing blue pillars converging into one green growth trajectory, symbolising a B2B go-to-market strategy
    B2B Growth

    B2B Go-to-Market Strategy: Your Master Plan for Sustainable Growth

    You have a good product and good people. What you need is a clear plan for how to bring it to market and scale it. That is your GTM strategy.

    What is a go-to-market strategy really?

    Definition: A go-to-market strategy (GTM) is the master plan a company uses to bring its product to market efficiently and scale it sustainably.

    It is not a marketing plan, not a sales playbook and not a product launch. It is the roof above all of it.

    Your GTM strategy answers five central questions:

    1. 1Who are we, and who do we help? (Positioning & ICP)
    2. 2How do we sell? (Sales playbook & sales process)
    3. 3What does it cost us, and what do we earn? (Pricing & monetisation)
    4. 4How do we expand into new markets? (Market expansion, for example APAC)
    5. 5How do we keep customers after the deal? (Customer success & retention)

    Together these five pillars form your revenue engine, a system that makes growth predictable and repeatable.

    Without a clear GTM strategy

    • You depend on referrals and coincidence
    • Your customer acquisition costs keep rising
    • You cannot scale without breaking everything

    With a clear GTM strategy

    • Growth becomes predictable
    • You win customers systematically
    • Scaling works repeatably

    The five pillars of a working GTM strategy

    Every pillar carries part of your revenue engine. If one is missing, all of your growth wobbles.

    1

    Positioning & ICP definition

    Who are we, who do we help?

    Positioning answers the question: why should the market care about us and not about the 50 others?

    A sharp ICP (ideal customer profile) answers: which companies, in which industries, with which problem are our best customers?

    The problem without this pillar

    You try to serve everyone. Your message dilutes. Your acquisition costs explode.

    The goal

    Positioning that is understood immediately. An ICP so sharply defined that you can say no.

    More on strategy & goals
    2

    Sales playbook & sales process

    How do we sell?

    A sales playbook is not a guidebook, it is an operational process: which steps lead from first contact to closed deal? Which questions do we ask when? Which documents are created when? How long does each stage take?

    The problem without this pillar

    Your sales team works on gut feeling. Everyone does their own thing. Sales cycles are uncontrollably long.

    The goal

    A repeatable process everyone understands and follows. Predictable sales.

    More on handover to sales
    3

    Pricing & monetisation

    What does it cost us, and what do we earn?

    Pricing is not just a number, it is a strategic decision: are we cost-based, value-based, or do we use dynamic models?

    Monetisation answers: how do we earn? One-off sale, subscription, usage-based, freemium?

    The problem without this pillar

    You underprice yourself, or you lose deals because the price is too high. Churn rises because the price does not match the customer experience.

    The goal

    A pricing strategy that is profitable and competitive. Monetisation that fits your business model.

    More on offer & closing
    4

    Market expansion

    How do we enter new regions?

    APAC, Northern Europe, the US: every market is different. Regulation, culture, buying behaviour and competition differ fundamentally.

    A GTM strategy for new markets answers: in which order do we expand? How do we adapt positioning, pricing and sales to local conditions?

    The problem without this pillar

    You copy your home GTM one to one into new markets and fail.

    The goal

    Controlled expansion into markets that match your profile. Fewer failures, more wins.

    More on Asia and DACH expansion
    5

    Customer success & retention

    How do we keep customers after the deal?

    The deal is not the end, it is the beginning.

    Customer success answers: how do we make sure the customer realises value? How do we prevent churn? How do we expand inside existing accounts through upsell and cross-sell?

    The problem without this pillar

    High acquisition costs evaporate. Churn is uncontrolled. Revenue is volatile.

    The goal

    A system that makes customers successful. NRR above 100 percent because expansion beats churn. Predictable recurring revenue.

    More on shared KPIs

    Not sure which of the five pillars is breaking in your setup? In a GTM audit we see it in one session.

    Why your current GTM strategy does not work

    Five patterns show up in almost every audit. If you recognise one of them, you know where your growth is stuck.

    A fractured blue funnel with drifting segments, symbolising a go-to-market strategy that does not work
    01

    Dependence on referrals instead of systematic acquisition

    Your first customers came through your personal network. Now you are trying to scale, but without systematic lead generation.

    The consequence: Growth stalls. Every new deal costs more time and money than the last. You cannot scale predictably.

    02

    Message-market fit is unclear

    You cannot explain your product in two sentences. Your target audience does not immediately understand why they need your solution.

    The consequence: Marketing campaigns do not work. Sales has to explain everything. Conversion rates drop.

    03

    The ICP is too broad or too vague

    You try to serve too many segments. We help everyone in this industry is not an ICP, it is an excuse.

    The consequence: Your message dilutes. CAC explodes. You compete with established players in segments you cannot win.

    04

    Feature selling instead of business cases

    Your sales team argues about features instead of business cases. The tool does X instead of: the tool saves you 50,000 euros a year.

    The consequence: Longer sales cycles. More objections. Lower win rates.

    05

    No discipline in saying no

    You take every customer, even those outside your ICP. Customer success suffers and churn rises.

    The consequence: Higher acquisition costs for weaker customers. Negative NRR. Unpredictable growth.

    Several of these patterns feel familiar? Then the problem is not your team, it is the foundation.

    The three operational solution steps

    From an honest assessment through clear decisions into execution.

    01

    GTM audit: where do you stand today?

    Before you change anything, you need to understand where you stand today. A GTM audit analyses:

    • Your current positioning and ICP definition: sharp or diluted?
    • Your sales process: repeatable or chaos?
    • Your pricing logic: do you earn enough, or do you underprice?
    • Your market presence: where do you win customers, where not?
    • Your customer success structure: is churn controlled or volatile?

    Outcome: You know your strengths and weak spots in concrete terms.

    02

    GTM strategy: clear definitions and processes

    Based on the audit you redefine:

    • Positioning & ICP: who are we, and where do we win?
    • Sales playbook: which process leads to closed deals?
    • Pricing: what do we earn, and why is that fair?
    • Market roadmap: which markets do we build when?
    • Customer success structure: how do we make sure customers succeed?

    Outcome: This is not a 100-page PDF, it is a set of clear operational decisions. All teams work towards the same plan.

    03

    Operational excellence: implementation and iteration

    A strategy without execution is just paper. We build together:

    • the marketing machine for your ICP
    • the sales process with clear stages and KPIs
    • the pricing model inside the CRM
    • the processes for market expansion
    • the customer success team and its routines

    Outcome: Monthly reviews, adjustments to market changes, continuous optimisation. Growth becomes predictable instead of coincidental.

    GTM strategy is not optional, it is your foundation

    Many companies invest in tools, in talent and in ad spend, but build without a foundation. A clear GTM strategy is not a nice-to-have. It is the basis on which everything else works:

    • Marketing becomes efficient
    • Sales becomes repeatable
    • Customer acquisition becomes calculable
    • Growth becomes predictable

    Three ways to start:

    Option 1

    Assess it yourself

    Use our interactive checklist. In a few questions you see where marketing and sales drift apart in your company.

    Open the checklist
    Option 2

    Quantify the impact

    With the ROI calculator you quantify in a few minutes how much revenue is currently left on the table in your pipeline.

    Open the ROI calculator
    Option 3

    Professional guidance

    In a free 30 minute intro call we show you where your biggest levers are. Then you decide.

    Contact

    Together we build
    the bridge

    Every week without a functioning pipeline costs you more than 30 minutes of your time. In the initial consultation (free, 30 minutes) you get an outside perspective on your situation. No pitch. Then you decide.

    Write to us

    Frequently asked questions about GTM strategy

    Sources

    • The patterns, failure modes and procedures described on this page come from GTM audits and consulting mandates by mxd in B2B marketing, sales and customer success.
    • Internal deep dives on the individual building blocks: strategy & goals, handover to sales, offer & closing, shared KPIs, marketing & sales SLA and MQL/SQL definition.

    We do not cite external study figures on this page because the statements above come from our own consulting practice. Where we quote percentages on other pages, the source is listed at the bottom of that page.