Commercial Growth & Go-to-Market
The commercial foundation for growth: clear positioning, compelling value, a viable pricing model and a route to market that fits your resources.
Starting point
What this is about
Growth rarely fails at the product. It fails at unclear positioning, at a pricing model that doesn't reflect the value, or at a sales route that doesn't match the customer's decision logic.
I work on the commercial substance: Who are the customers with the highest willingness to pay? Which benefit moves them to a decision? How do we reach them with reasonable effort? And how do we measure whether it works?
The result isn't a slide deck to file away. I deliver decision-ready documents — a positioning paper, pricing logic, a Go-to-Market roadmap — and anchor them in the meetings with executive leadership, marketing and sales, so they aren't left in a drawer but put into action on Monday.
Content
What we specifically work on
The scope is defined in the initial conversation — not every element is meaningful in every project.
- Market analysis & segmentation. Attractive segments, decision structures, competitive logic and realistic potential.
- Positioning & Value Proposition. A clear, differentiating promise of value — formulated per target group and anchored internally.
- Pricing & business model. Price logic, models, discount systematics and reasoning for procurement and payers.
- Go-to-Market model. Direct, distribution, partner or hybrid — including effort, cost and scalability.
- Sales structure & processes. Roles, pipeline logic, target picture and the metrics needed to actually steer.
- Growth roadmap. Prioritized actions with owners, timeline and metrics.
- Anchoring in the organization. Positioning, pricing logic and roadmap aren't only written down — they are worked through together in workshops and leadership sessions until the people who have to execute can speak to them with confidence.
Questions we answer
- Which segment gets us to profitable growth the fastest?
- Why should a customer choose us over the competition — in one sentence?
- Is our price aligned with customer value or with our cost?
- Which route to market fits our size and our capital?
Result
What you end up with
Decision-ready strategy
Positioning, target segments, pricing logic and market access in a compact, aligned form.
Executable roadmap
Actions, owners and timeline for the next 6 to 18 months.
Alignment across the team
A shared language and argumentation across executive leadership, marketing and sales.