FIND THE BUG IN YOUR GTM.
Something’s not working.
Pipeline. Conversion. Positioning. A market that looked better on paper. A product people like once they understand it, but getting them there takes half the sales call.
Throwing more campaigns, channels, people, and budget at it is one option. We’d rather work out where it’s broken first.
The GTM Diagnostic gets under the hood of your product, market, buyers, positioning, routes to market, and execution to find the problems worth solving and the opportunities worth chasing.
- 1–2 weeks
THE SYMPTOM ISN’T ALWAYS THE PROBLEM.
Pipeline is light, sales cycles are stretching, campaigns aren’t landing, and marketing is busy without anybody being sure which activity is creating momentum. Those are symptoms, and they rarely point cleanly at their cause.
Before committing more budget or activity, it helps to work out what is getting in the way. A GTM Diagnostic creates an independent view of the current situation and turns it into a focused set of priorities.
- Growth has stalled or become inconsistent
- Pipeline isn’t where it needs to be
- The product is strong but difficult to explain
- A new market or segment isn’t gaining traction
- There are plenty of activities but no clear GTM system
- The team disagrees about what the real problem is
DEBUG THE GTM.
Problems in go-to-market rarely sit in one place, so we look across the system before recommending anything. The exact scope depends on the question we’re trying to answer, and can examine:
- MARKET + BUYERS
- Where you’re competing, what’s changing, who is involved in the decision, and how they currently understand the problem.
- PRODUCT
- What you’re selling, where the value really sits, and whether product reality supports the GTM story.
- POSITIONING + MESSAGING
- How clearly the business explains what it does, why it matters, who it’s for, and why somebody should choose it.
- ROUTES TO MARKET
- How buyers discover, evaluate, and engage with you, including the role of sales, marketing, partners, product, and other channels.
- EXECUTION
- What’s already happening, where effort is being diluted, and what should be stopped, changed, or doubled down on.
HOW THE DIAGNOSTIC RUNS
We start with the business context, growth ambition, current concerns, and the decisions the diagnostic needs to help you make.
Depending on scope, this can include leadership and team interviews, customer or buyer conversations, product review, current marketing and sales activity, messaging, data, competitor context, and the existing buyer journey.
We look across the evidence for gaps, contradictions, overlooked strengths, and the places where change is most likely to create meaningful movement.
You get a clear view of what we found, what matters most, and what we’d do next.
HERE’S WHAT’S BUGGING IT.
The output is designed to be used.
Depending on the scope, that can include:
- Current-state GTM assessment
- Key findings and evidence
- Market and buyer observations
- Positioning or messaging issues
- Product/GTM alignment findings
- Buyer-journey friction
- Prioritised opportunities
- Recommended next actions
The goal is clarity about what deserves attention now and what can wait. There are no handcuffs attached: take the findings and run with them internally, hand them to your existing team or agency, or bring us in for the next stage, whether that’s positioning and messaging, a broader GTM strategy, launch work, or fractional marketing leadership.
COMMON QUESTIONS.
What is a GTM diagnostic?
A GTM diagnostic is a structured review of the factors affecting how a company takes its product to market. It can cover the market, buyers, product, positioning, buyer journey, sales and marketing activity, channels, and execution. The aim is to identify the most important barriers and opportunities before deciding what to change.
Is this only for cybersecurity companies?
No. Cyber Increment works primarily with cybersecurity and technology businesses, particularly where the product or buying environment is complex.
What do you need from our team?
Access to the people who understand the business: usually leadership, marketing, sales, and product, plus customer or buyer conversations where they can be arranged. Most of the effort sits with us; your team contributes interviews and existing material.
Do you implement the recommendations?
We can, but you don’t have to use us. The output is designed to be useful to your existing leadership team, marketers, sales team, agencies, or other partners. If additional support is useful, Cyber Increment can also help with positioning, GTM strategy, launches, advisory, or fractional CMO leadership.
LET’S GET UNDER THE HOOD.
If your GTM isn’t behaving the way it should, let’s find out why.