Your go-to-market strategy can either bring your product to the customers’ table or ruin your launch.
You wouldn’t probably expect to get to your destination if your car has a faulty engine. The same is true here. If your GTM strategy is faulty from the start, you won’t be able to reach your target customers and conquer the market.
How to make your go-to-market work? Craft a solid market-entry framework yourself, doing a lot of nitty-gritty stuff, or simply hand it to a professional go-to-market consulting firm, and they will craft it for you.
A good GTM consultant can help precisely map out your market route, define your ICP, build a cost-effective sales and marketing funnel, and optimize your customer acquisition. And what is more important, go-to-market consultants don’t simply leave you with a plan in your hand; they help to execute it and measure your results.
If you’ve started thinking about go-to-market consulting, check out our list below. We’ve handpicked the top 10 GTM consulting firms with services, notable achievements, and contacts. Additionally, the article talks about the fundamentals of GTM strategy, how to pick the best GTM consultant for you, go-to-market trends in 2024, and some real-world go-to-market plan examples.
Top go-to-market consulting firms
1. McKinsey & Company
McKinsey holds the top spot in go-to-market consultancy. The firm is known for assisting some of the world’s top players, governments, and organizations. Among its services are digital consulting, ESG, risk management, and go-to-market strategy. McKinsey generates $13.5B annually and has 38,000+ professionals on board.
Location: New York, NY, with offices in over 130 cities and over 65 countries
Industries: 23+ industries, from Aerospace & Defense to Agriculture and Retail
Key services:
Digital consulting
Go-to-market consulting
Risk management
People & organizational performance
M&A advisory
Notable achievements:
This GTM consulting giant has started the McKinsey Institute for Black Economic Mobility to promote inclusive growth and racial equity.
Contacts: Contact-us page, LinkedIn
2. Waveup
Waveup is one of the top global go-to-market consulting firms. Although fundraising and startup advisory services tend to be the company’s sweet spot, go-to-market strategy consulting is also at the top of Waveup’s mind. Founded in 2014, the firm has operated globally, helping clients pitch to investors, land big cash, grow their businesses, and find good M&A opportunities.
Location: Offices in London and Kyiv
Industries: Agnostic
Key services:
Notable achievements:
As a go-to-market consultant, Waveup has already helped more than 1K clients hit their milestones. Aside from GTM consulting, the firm has steered six startups towards unicorn status and helped raise over $3B in venture funds.
Client testimonials:
“Insightful, strategically minded, experienced, thoughtful, and proactive.” Walter Craven, CEO at Kabin.
“The Waveup team has been a trusted advisor in not only helping us shape our pitch deck, but also in providing guidance and insight into the fundraising process and market. Their team is always willing to take time to listen, work with us, and advise without ever making us feel like we’re being rushed through any process.” Touradj Barman, CEO & Founder at Up ‘n go.
Contacts: Contact-us page, LinkedIn
3. Elixirr
Elixirr can help you build a solid go-to-market framework, level up your business performance, and integrate innovative tech solutions. The firm walked Spotify and Deliveroo through scaling and new market entry. Elixirr can be more than just a go-to-market consultant—they can become your true partner in a business journey as the company brings in senior-level experts with real-world experience.
Location: Headquartered in London, the UK, and has 11 locations worldwide
Industries: Automotive & Transportation, Business Services, Energy, Healthcare & Pharmaceuticals, Financial Services, Resources & Utilities, Wealth & Asset Management, Wholesale Banking, Retail & Corporate Banking, Insurance, Private Equity, Media,, Entertainment & Sports, Luxury & Fashion, Manufacturing, Travel & Leisure, Retail & Consumer Goods, Telecommunications, Technology
Key services:
Go-to-market consulting
Corporate venture & innovation
Transformational leadership
Product & portfolio management
Risk & compliance
App design & development
Brand strategy
Digital marketing
Notable achievements:
Elixirr was listed as one of the fastest-growing go-to-market agencies, awarded as a top management consultant, and won the 2018 B2B Marketing Strategy award.
Contacts: Contact-us page, LinkedIn
4. GrowthRocks
GrowthRocks is one of the pioneers in growth hacking. The company helps build go-to-market B2B, B2C, and marketplace strategies. Given its wide set of growth and digital marketing consulting toolkits, GrowthRocks pushes its clients to rapid and scalable growth, helping them choose the more optimal marketing channels and innovative tactics.
Location: London, the UK, with offices in New York, South Africa, Romania, and Morocco
Industries: B2B, B2C, E-commerce, SaaS, Marketplaces, and Media
Key services:
Growth hacking
Performance marketing
GDPR Compliance
AI consulting
SEO strategy and copywriting
Link building
UX for growth
Go-to-market consulting
Social media strategy
Referral marketing
Brand strength analysis
Notable achievements:
GrowthRocks developed its own SaaS product—Viral Loops, a platform for referral marketing. Due to the company’s effective marketing strategy consulting, Kettle & Fire arrived at +30% conversion rates, L’Oréal got +50% lead generation, and Total Wine attracted +40% online traffic and engagement.
Contacts: Contact-us page, LinkedIn
5. Bain & Co
Boston-based Bain & Company is a top-tier global consultancy firm. Given its expertise and experience, Bain & Co. knows well which market entry framework or business transformation plan to choose so your company will succeed in the long run.
Location: Headquartered in Boston, the US, with 65 offices worldwide
Industries: 22+ industries from Aerospace to Telecommunications
Key services:
Marketing strategy services
Customer experience improvement
M&A advisory
Cost reduction strategies
Digital strategy development
Sustainability and innovation strategies
Notable achievements:
Bain & Co. has provided business and strategy development and go-to-market consulting services to many Fortune 500 companies and large corporations.
Contacts: Contact-us page, LinkedIn
6. PwC
PwC (PricewaterhouseCoopers), a worldwide professional services network, helps businesses enter markets, launch products, and optimize sales and marketing channels; and go-to-market consulting goes as a part of its broad toolkit. Given its expertise in tax, audit, and advisory services, PwC was ranked as one of the “Big Four” accounting firms.
Location: London, the UK, with offices in 151 countries
Industries: Aerospace, Defence & Security, Automotive, Capital Projects & Infrastructure, Consumer Markets, Energy, Utilities & Resources, Engineering & Construction, Financial Services, Government & Public Services, Healthcare, Hospitality & Leisure, Industrial Manufacturing, Insurance, Pharmaceuticals & Life Sciences, Private Equity, Technology, Media & Telecommunications, Transportation & Logistics
Key services:
Audit and assurance
Go-to-market consulting
Tax services
Notable achievements:
Almost 90% of the Global Fortune 500 companies have used PwC’s consulting toolkit. In 2023, more than 129K people globally joined the PwC network. PwC has launched the “New World, New Skills” initiative to help its clients and employees improve their technical, digital, and leadership skills.
Contacts: Contact us page, LinkedIn
7. SBI
SBI (Sales Benchmark Index) is one of the leading go-to-market agencies with over 18 years of experience. Given its proven methodologies, the firm creates rock-solid plans your go-to-market team can easily and successfully act on. SBI works closely with clients across various verticals to make sure their commercial strategies align with the opportunities the market can suggest at the moment.
Location: Headquartered in Southlake, Texas
Industries: Software, Tech, Media, Healthcare, Private Equity, Transportation and Logistics, Industrial, and OEM
Key services:
Go-to-market strategy consulting and execution
Growth advisory
Sustainable revenue growth programs
Sales training
Notable achievements:
Due to the SBI’s go-to-market consulting services, CX Software tripled its sales and increased its value, Consilio got higher win rates by 23%, and McAfee improved margins and reduced sales costs.
Contacts: Contact-us page, LinkedIn
8. Accenture
Accenture offers go-to-market consulting as a part of its broader consulting toolkit. The firm helps clients to solve customer segmentation, operational efficiency, digital transformation, and optimize sales and marketing. Currently, Accenture serves 9,000 clients, including Fortune 500 companies.
Location: Headquartered in Dublin, Ireland, it has offices across 49 countries
Industries: Aerospace and Defense, Automotive, Banking, Capital Markets, Chemicals, Communications and Media, Consumer Goods and Services, Energy, Health, High Tech, Industrial, Insurance, Life Sciences, Natural Resources, Public Service, Retail, Software and Platforms, Travel, US Federal Government, Utilities
Key services:
Management consulting
Systems integration and technology
Business process outsourcing
Marketing strategy services
Finance and risk management
Contacts: Contact-us page, LinkedIn
9. AlixPartners
AlixPartners offers a variety of services, from financial advisory and restructuring to go-to-market consulting. AlixPartners serves Fortune 500 and middle-market clients across the Americas, and EMEA. However, the major focus this firm puts on operational efficiency, corporate transformation, and financial health.
Location: Headquartered in New York, NY, has 24 offices and serves in 11 countries
Industries: Aerospace & Defense, Consumer Products, Energy & Process Industries, Healthcare & Life Sciences, Media & Telecommunications, Private Equity & Investors, Hospitality, Restaurants, Financial Services, Travel & Leisure, Retail, Shipping, Logistics & Infrastructure, Automotive & Industrial, Technology
Key services:
Financial advisory
Litigation support
Investigations, disputes & advisory services
Supply-chain management & operations
ESG
Mergers & acquisitions
Notable achievements:
Given its versatile consulting toolkit, AlixPartners helped its clients to level up revenue by 10-25%. The firm was ranked as one of the top consulting firms and named “Best Firm to Work For” by Consulting Magazine. Also, AlixPartners successfully led turnaround projects for JCPenney and Barneys New York.
Contacts: Contact-us page, LinkedIn
10. KPMG
With KPMG, you can get various consulting assistance. From legal advisory to sales and marketing strategies services, the company covers everything. Since 1891, KPMG has been helping businesses worldwide—the company has over 74,000 employees and offices in 143 countries.
Location: Amstelveen, Netherlands
Industries: Consumer, Retail, Infrastructure, Digital and Mobile, etc.
Key services:
Private enterprise and ESG
Deal advisory
Talent & human capital
Technology innovation
Procurement advisory
Supply chain and operations
Customer experience
Notable achievements:
KPMG has offered consulting toolkits to Fortune 500 companies.
Contacts: Contact-us page, LinkedIn
What is a go-to-market strategy and why is it so important?
A go-to-market strategy is a detailed plan on how you bring your new product, service, or even a completely new business to the market (aka your roadmap to market success). A go-to-market framework outlines how you reach your target customers, differentiate your product in the market, and generate sales.
As each market and product is different, your GTM strategy must be crafted in a way that spots a specific market problem and positions your product or service as a solution (aka achieve product-market fit). You also need a detailed ICP (ideal customer profile), as there’s no one silver-bullet technique.
Note that although the GTM strategy, market-entry strategy, and marketing strategy might sound similar, they’re talking about different things. Market-entry strategy helps you enter a new market, GTM strategy decides how you market and sell the product once you’re in the market (whether it’s a new or existing one), and marketing strategy is about your long-term brand promotion.
Check out our guide on market-entry strategy and our article on the difference between GTM strategy and marketing strategy.
As your market entry case framework decides how to enter a market and sell your product or service there, lacking a rock-solid framework can make it hard for your business to gain customers, build traction, and scale effectively. If you don’t do the basic nitty-gritty stuff first, you won’t be able to get to bigger things like growth later.
A killer go-to-market strategy is important for every business that has made up its mind to expand its offerings. However, if you struggle to build your GTM plan, you can always turn to go-to-market consultants.
What is go-to-market consulting?
Go-to-market consulting services are provided by organizations with experience and expertise, hybrid go-to-market teams, or separate individuals with the relevant knowledge so that you can skip the nitty-gritty stuff of building your go-to-market framework.
GTM consulting firms can do this for you—they’ll craft a roadmap for your company to enter a market, attract customers, and drive success. Beyond operational and customer support, GTM consultants also offer marketing and sales services so your product or service becomes a bestseller.
What exactly do go-to-market strategy consultants offer?
As a rule of thumb, go-to-market agencies can take complete care of your market-entry framework, from market analysis to strategy execution. However, some clients may prefer partial services, and a professional consulting firm understands this as well.
Let’s take a closer look at what exactly falls under the go-to-market consulting services:
A go-to-market consulting firm offers deep market analysis. They search for a lucrative spot in the market where your product will drive demand and, thus, sales.
A consultant defines your ideal customer profile. They base ICP on demographics, psychographics, and behavioural patterns. Such an approach can help bridge the untapped gaps in the market and achieve the best profitability and customer satisfaction.
A go-to-market consultant can define your value proposition. This will help you stand out in the crowd and address the customers’ pain points better than anyone else.
A consulting firm helps you pick the best way to reach your customers. Whether through online marketplaces, physical retail, direct sales, partnerships, or a blend of channels, you can be sure that your product will come to your customers.
A consultant chooses the best way to market your product. They pick the best marketing tactics, be it ads, social media campaigns, content marketing, or events, to grab attention and convert leads into customers.
Apart from the essential consulting toolkit, you may take advantage of these go-to-market consulting services as well:
a) Consultants can help you develop or refine your sales processes and strategies.
b) Go-to-market agencies may help you pick the most optimal pricing strategy for your product.
c) They can map out the customer journey so that you know all the touch points across sales and marketing.
d) They can help you track the success of the GTM strategy via such KPIs as CAC, LTV, and conversion rates, just to name a few.
How to choose the best go-to-market consulting firm?
With the right go-to-market strategy consultant you can not only dream big but also achieve big. They’ll make sure your business is on the right track to solving customers’ pain points and conquering the target market. However, choosing the wrong GTM consultant can waste your money and, what’s more important, the launch window.
To minimize the risks in the future, focus on the following aspects today:
Go-to-market consulting firms must have a solid track record and experience in the market you’re targeting or with similar business models. Regardless of the niche, be it a tech hub like Boston or an emerging market like India, a good GTM consultant can suggest a strategy to succeed. Also, have a look at similar cases to be sure of their skills.
Choose a consultant who works with proven methodologies, has strong analytical skills, and tracks trends and innovations. Make sure the approaches they use are backed by research, analysis, and tested frameworks.
Try to find a consultant with a flexible mind and a vast network—the one that can translate and adapt complex strategies into a clear go-to-market framework. A vast network can become your open route to future useful partnerships and new market entries.
Similar work-life values matter as well. Think about a go-to-market consultant who shares the same working approach and vibes. A good fit with your go-to-market team will bring better results and drive progress faster.
Target a clear pricing strategy. Clarify all the price-related aspects from the start so as not to be surprised or disappointed at the end.
If post-launch support is a case for you, then look for a GTM consultant who can provide it.
Case studies on how go-to-market consulting is delivered
If you want to see how go-to-market consulting works, it’s best to check real-world go-to-market plan examples. Most people tend to learn faster from their mistakes than their victories. But sometimes, someone’s success can serve as great motivation, especially if we’re talking about such a competitive and success-driven area as business.
Take a look at how go-to-market consulting agencies helped their clients succeed in the real world:
CP AXTRA Public Company Limited: a go-to-market strategy from McKinsey
CP AXTRA Public Company Limited, the major retail company in Thailand that operates Macro, got a small share of their customers’ spending as many restaurants and cafes continued buying from other suppliers. The COVID-19 pandemic made this problem even worse, pushing CP AXTRA to find a better, more digital way to serve their customers and make it easier for them to buy everything in one place. That’s why CP AXTRA decided to turn to McKinsey for go-to-market consulting services.
How GTM consulting helped:
GTM consultants researched the market to spot the customers’ pain points. As soon as they got the necessary results based on customer interviews, the go-to-market team at McKinsey helped build the Makro PRO platform, a B2B online marketplace that allowed hotels, restaurants, and cafes to order supplies directly from hundreds of suppliers in real-time. The GTM consultants helped design a scalable technology stack and architecture, hire top talent, hone the skills of existing employees, and create a viable MVP.
The outcome:
Given the on-time go-to-market consulting, CP AXTRA has successfully launched the platform, which now processes over 10,000 orders per day and is ranked 4.75 out of 5-star ratings on app stores. The GTM consultants have also helped CP AXTRA build a strong tech team, making it easier to achieve sustained growth in the future.
A global footwear manufacturer: go-to-market consulting from Waveup
After five years in the South Korean golf shoe market, a footwear manufacturer still struggled to cement a leading position despite high-quality products and big marketing budgets. Seeking go-to-market consulting services, the company turned to Waveup for help.
How GTM consulting helped:
Waveup quickly spotted that the client’s approach was based on poor distribution, overpricing, misaligned positioning, and ineffective marketing. To solve these issues, Waveup helped adjust the client’s market-entry framework—found a new local distributor, lowered the price, launched new products, and built marketing campaigns with local golf celebrities.
The outcome:
Given professional and effective go-to-market consulting, the company’s market share grew from 5% to 15%, sales hit $160 million, and over 65,000 pairs were sold. And all this happened within a year.
Go-to-market trends in 2024
The growth game is changing, and it’s crucial to move back and make sure that you’re not stepping over dollars to pick up nickels. Growth at all costs is no longer valid. Now, it’s all about sustained growth, which is seen via the focus on profitability, efficiency, and long-term success.
As mentioned, a good go-to-market consultant must keep a close eye on changes in the ‘go-to-market world’ and know how to adapt to new realities.
Let’s dive into how the growth game is changing to ensure that you—or a go-to-market consulting firm you’re working with—know how to build a robust go-to-market framework:
The traditional go-to-market B2B playbook must be updated. The buyers have changed, companies are now paying fees and commissions for services that were once handled internally or didn’t exist, and the popularity of AI has exploded—this all signals a need for a new market entry framework. That’s why make sure that your GTM consultants can combine fundamentals that have always been true and a willingness to leverage some innovative stuff. Also, note that your go-to-market strategy must be accompanied by an ICP—you must know and understand your target audience, as one silver bullet technique doesn’t exist.
The brand-demand-sales equation needs balance. For a long time, many companies have been neglecting the brand for demand capture or conversion (aka sales). It’s now time to pay more attention to the brand, but it’s not about showing your logo more—it’s about helping customers understand their problem so they think of you in the shortlist.
If you want to grow efficiently, you need to focus on end-to-end revenue and profitability, not just acquisition. A good go-to-market consulting firm can spot your untapped potential and advise you on how to keep your existing customers satisfied while showing them how your new product or service fits their needs.
You need to learn how to manage both technology consolidation and innovation at the same time. GTM consultants can help you hunt for overlapping features, services, and platforms to either remove or relocate them. They’ll also help you train your team, in case of new or reorganized platforms.
Efficient growth is impossible without cross-functional alignment and orchestration. You can try to manage your workflow yourself so that your teams work together and stay in sync, or turn to a go-to-market agency, and they’ll do everything for you. The point is that without this alignment, it’s hard to make real progress and see results.
Pick smart and gain big with the right GTM consultant
A well-crafted go-to-market strategy must answer three main questions: where you’re going to play, what you’re going to sell, and how you’re going to engage with the target customers. If your market entry framework struggles to answer any of these questions, it’s better to find a fitting go-to-market consulting firm. GTM consultants can not only help you launch your product, gain traction, build a market presence and save you money and time, as each ineffective go-to-market move can undermine your future success.
At Waveup, we know how to help our clients make smart, powerful go-to-market motions so that they can play in the long run. Aside from go-to-market consulting, we also help with fundraising and M&As, so that when you decide to raise funds, go public, or sell your company, we can support you at any stage. If you’re ready to level up your business, contact our experts.
Related read: