GTM Consulting Services

Welcome to Fairway’s GTM consulting suite. We help revenue teams align strategy, fix execution gaps, and accelerate growth through a complete analysis of your GTM engine — from SDR ops to partner strategy.

GTM STRATEGY:

9 GUIDING PRINCIPLES

GTM isn’t broken at the top — it breaks in the middle when strategy, data, and execution fall out of sync.

  • Fix the foundation first: Involve the right people, clean your data, and align on clear account priorities.

  • Focus mid-funnel: The real friction happens after awareness — optimize handoffs, qualification, and sales/partner execution.

  • Spend smart: Use resources where impact is highest — tier accounts, reserve 1:1 ABM, and run paid programs that convert.


The GTM Reality: Too many B2B demand campaigns are disconnected from the business goals they're supposed to support.


What’s Often Skipped:

  • Business-aligned campaign goals

    • Ensures marketing is aligned to revenue motions

  • Custom audience models

    • Focuses on who will drive the outcome, not just how many

  • Program-level activation logic

    • Connects targeting, content, and channels

  • Post-activation intelligence

    • Fuels optimization and real attribution


You don’t just need media—you need a GTM engine that connects strategy to outcome.

  • Fix the foundation first: Involve the right people, clean your data, and align on clear account priorities.

  • Focus mid-funnel: The real friction happens after awareness — optimize handoffs, qualification, and sales/partner execution.

  • Spend smart: Use resources where impact is highest — tier accounts, reserve 1:1 ABM, and run paid programs that convert.

Get out of the GTM spin cycle.

Get out of the GTM spin cycle.

Fairway’s consulting teams align chaos and help activate pipeline—no need for five agencies.

Fairway’s consulting teams align chaos and help activate pipeline—no need for five agencies.

Step 1: GTM Audit

Step 1: GTM Audit

Step 1: GTM Audit

We uncover breakdowns in execution, handoffs, and sales development strategy.

• Evaluate campaign operations and funnel mapping
• Review SDR structure, comp plans, and outreach cadences
• Assess CRM workflows and lead assignment rules
• Analyze outbound engagement quality and partner GTM alignment

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Step 2: Analyze GTM Data

Step 2: Analyze GTM Data

Step 2: Analyze GTM Data

We apply our proprietary “necessary & sufficient” test to find what’s driving (or blocking) results.

• Define the actual GTM problems — not just the symptoms
• Map issues to revenue-impacting goals
• Prioritize improvements based on strategic value
• Deliver a concise Findings Report with a clear path forward

Step 3: Deliver Action Plan

Step 3: Deliver Action Plan

Step 3: Deliver Action Plan

You’ll receive a clear, prioritized roadmap to improve conversion, team alignment, and partner productivity — ready to activate.

• Step-by-step GTM execution recommendations
• Fix SDR-to-partner handoffs
• Optimize lead conversion between TOFU and MOFU
• Build trust across campaign, sales, and partner teams

Triangle

Clean data is the foundation.

1

Mid-funnel is where deals die.

2

1:Few ABM > 1:1 approach.

3

Partners need enablement.

4

Account scoring wins.

5

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Solving the Outbound Challenge in 2025

Why volume alone won't save your pipeline.

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GTM Audit &  Go-Forward Recommendations

Build content, contact, and campaign kits for real-world partner use.

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